Sonendo, Inc., a leading dental technology company and developer of the GentleWave® System, has appointed Michael Smith as its chief commercial officer. Smith brings more than 20 years of international experience working across a range of medical device and healthcare technology companies.
“We are thrilled to welcome Smith to Sonendo,” said Bjarne Bergheim, president and chief executive officer of Sonendo. “Smith’s diverse commercial experience across multiple geographies, unique understanding of the medical device and dental markets, along with a record of success as a global sales and marketing thought leader will be tremendous assets for us as we continue to bring the GentleWave Procedure to a wider audience. The GentleWave Procedure is transforming the way root canal procedures are being done, and we are excited to have Michael lead and drive our commercial efforts.”
Prior to joining Sonendo, Smith served as vice-president of Global Product, Marketing and Innovation at Align Technology, a publicly traded company and manufacturer of the Invisalign system.
In this role, he was responsible for the end-to-end development and commercialisation of a range of the company’s new products and programmes in addition to leading its global orthodontic channel. Prior to that role, he was Align’s director of Sales for Europe, the Middle East and Africa.
Before joining Align, Smith worked in a range of sales and marketing roles of increasing responsibility at DePuy Orthopedics, a Johnson & Johnson company; and Vygon, a supplier of single-use medical products.
In addition to his multi-national corporate experience, Smith also co-founded a medical device sales training company and has authored several books and publications on selling. He holds a BSc in Biochemistry from the University of Leeds, an MBA from Warwick Business School, and a Post-Graduate Diploma in Executive Coaching from Henley Business School (United Kingdom).
“I am really excited to be joining the Sonendo team,” said Smith. “There aren’t many truly disruptive, yet clinically proven technologies such as the GentleWave System. I believe this presents a great opportunity to help further shape an industry and to advance the company’s growth. Having seen first-hand the impact that a disruptive technology can have in the dental industry with Align, I am optimistic that together we can emulate that success as we seek to further expand the global adoption of the GentleWave Procedure through commercial excellence.”