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Smile Direct Club Taps Innovative Industry Leader Bruce Henderson as Its First Chief Creative Officer

Rapidly growing company announces appointments and promotions within its marketing leadership team to continue its brand evolution across the globe

NASHVILLE, Tenn., Feb. 12, 2019 /PRNewswire/ -- SmileDirectClubthe market leader and pioneer of doctor-directed, remote invisible aligner therapy, today announced the appointment of creative industry leader Bruce Henderson as the company's first ever Chief Creative Officer (CCO). As part of the marketing leadership team, Henderson joins Josh Chapman, who has been promoted to Chief Global Brand Officer, and John Sheldon, who has been promoted to Chief Marketing Officer. With a rapidly growing customer base and more than 200 SmileShops across the U.S., Canada, and Puerto Rico, the company has created new roles and hired leading industry professionals to continue driving its brand evolution amid international expansion.  

L to R: John Sheldon, Bruce Henderson, Josh Chapman; Photo credit: SmileDirectClub

Henderson, an award-winning creative leader, joins SmileDirectClub from brand experience agency Jack Morton Worldwide, where he served as Global Chief Creative Officer. During his tenure, the agency's work received recognition at award festivals including Cannes, Clio, Effie, Reggie, Ex, and D&AD. Henderson was North American Chief Creative Officer of Geometry Global from its founding until 2015, and he spent nearly a decade at Ogilvy New York, leading integrated accounts including Siemens, Six Flags, TD Ameritrade and DuPont. Henderson's writing has appeared in AdWeek, AdAge, The Drum, Chief Marketer and other industry publications, and he served as Global Jury President for the Experiential category at the 2018 D&AD Awards.

After leading the SmileDirectClub brand through unprecedented growth as Chief Marketing Officer, Josh Chapman will now serve as Chief Global Brand Officer (CGBO) for the company. He will be responsible for executing brand strategies globally and leading the organization's innovation pipeline. Prior to joining SmileDirectClub in 2016, Chapman served as the Chief Marketing Officer at Tommie Copper, a compression and activewear apparel company, where he worked to nurture the brand from a startup to a multimillion-dollar brand. He also served as the Marketing and Creative Director and Director of Public Relations at Spiewak, a fashion and uniform company.  

Additionally, John Sheldon has been named Chief Marketing Officer (CMO), where he will be responsible for customer acquisition and retention, and leading marketing, creative, social, and experiential initiatives. Sheldon most recently served as SmileDirectClub's Chief Digital Officer, where he contributed to the organization's growth by reaching new customers and delivering a positive experience across digital and mobile platforms. He will continue to help the brand innovate around the customer experience as the brand expands globally. Prior to joining SmileDirectClub, Sheldon was the Chief Revenue Officer of FreshDirect, Senior Vice President of Innovation Portfolios for Mastercard, and Head of Strategy at eBay Enterprises Marketing Solutions. Earlier in his career, Sheldon held senior positions at agencies including Bartle Bogle Hegarty as well as Ogilvy. He served clients across business sectors including Cadillac, Westin, Axe, LEGO, and Johnnie Walker.   

"Continuing to evolve our brand, reach new customers, and provide everyone with access to a smile they're proud of is our number one priority," said Alex Fenkell, Co-founder of SmileDirectClub. "We're beyond thrilled to have Bruce Henderson join our team to lead the creative charge for our brand. Additionally, both Josh Chapman and John Sheldon have spearheaded our brand's development throughout our recent growth. Their promotions reflect their contributions to the company and our belief that they can push us even further."     

Founded four years ago, SmileDirectClub is revolutionizing the process for getting a straighter smile. Today, the company is valued at $3.2 billion, employs nearly 4,100 people, and has helped more than 400,000 people achieve their dream smile.     

About SmileDirectClub   
SmileDirectClub was founded on a simple belief: Everyone deserves a smile they love. Recognizing an opportunity to increase access to dental care, the company pioneered the creation of cutting-edge platforms and technology for doctor-directed, remote aligner therapy. With a digital network of more than 240 affiliated licensed dentists and orthodontists overseeing customer treatment, from impressions made with an at-home kit or from a digital scan at one of the 200 SmileShops across the United States and Canada through the end of the customer's treatment, SmileDirectClub has made orthodontic solutions more affordable and convenient than ever before. SmileDirectClub was founded in 2014 by Alex Fenkell and Jordan Katzman in partnership with Camelot Venture Group, whose portfolio companies include 1-800 CONTACTS and Quicken Loans, and is based in Nashville, Tennessee. For more information, visit SmileDirectClub.com.  


SmileDirectClub (PRNewsfoto/SmileDirectClub)

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