Align Technology Creates Integrated Product, Innovation and Marketing Organisation Optimised for Align Digital Platform and Continuous Pace of Innovation


Align Technology, Inc. announced the creation of a combined product innovation and marketing organisation to further extend its lead in digital orthodontics and dentistry by enabling greater organisational speed, agility and impact across customer channels and consumers.

The new Product, Innovation, and Marketing organisation led by Raj Pudipeddi, Align senior vice president and chief marketing, product and business development officer, will combine IT and R&D with Product Management and Global Marketing under one integrated organisation responsible for the entire product lifecycle, from customer insights and ideation, to product innovation designing delightful customer and consumer experiences on the Align digital platform, to commercialisation and go-to-market strategy.

Sreelakshmi Kolli, Align senior vice president, global information technology, will continue to lead IT and also take the lead for end-to-end software engineering as part of this new organisation, reporting to Mr. Pudipeddi and continuing to serve on the executive management committee.

Zelko Relic, Align senior vice president and chief technology officer, will fully focus on future technologies and digital innovation strategies, as well as cyber security. He will also lead the integration of exocad after the anticipated closing of Align’s acquisition in the second quarter of 2020.

Align Technology President and CEO Joe Hogan said, “As the leader in digital orthodontics, innovation has always been a fundamental part of who we are as a company. Our passion for innovation drives us to develop new products, technologies, and services that expand the market for our doctor customers and transform the smiles of millions of consumers worldwide.

“Our industry continues to evolve rapidly based on new technologies and digitally focused business models that provide doctors and consumers with more choices and higher expectations for treatment options that combine quality, speed, convenience, and affordability. As the market leader, it’s imperative that Align continues to organise and adapt ahead of change and lead this evolution.

“This new structure will allow Zelko and his team to stay focused on our future technology investments, while the creation of a single Product, Innovation and Marketing organisation under Raj’s leadership will speed delivery of new innovations and give us an invaluable view of the entire lifecycle of product innovation and adoption.”