Noticing gaps in accessibility, SmileDirectClub went to market to offer affordable, wide scale orthodontic care in the US before going global. Watch Industry Voices: Spotlight on D2C with SmileDirectClub CMO John Sheldon to hear how the brand’s goals were achieved by focusing on customer relationship management and a retention strategy rooted in telehealth.

Watch previous episodes from our Spotlight on D2C series:

Clorox’s Jackson Jeyanayagam

Episodes from our Spotlight on Financial Services series:

M&T Bank’s Francesco Lagutaine

Visa’s Frederique Covington Corbett

TD Bank's Lee Lai

Toggle, a Farmers’ Insurance Company's Josh LaRoche

Episodes from our Spotlight on CPG series (November 2021):

Cafe Spice’s Sameer Malhotra

White Castle's Lynn Blashford

The Vitamin Shoppe’s Nadina Guglielmetti

Episodes from our Spotlight on Holiday Preparedness series:

Boston Red Sox's Adam Grossman

Norwegian Cruise Line’s Isis Ruiz

Banana Republic’s Jen Mullen

Guitar Center’s Jeannine D’Addario

Episodes from our Spotlight on Travel series:

Las Vegas Convention and Visitor Authority’s Kate Wik

Hilton’s Amy Martin-Ziegenfuss

Universal Parks & Resorts’ Leah van Zelm

Alaska Airlines’ Natalie Bowman

Episodes from our Spotlight on CPG series (May 2021):

Nestlé USA’s Alicia Enciso

Brenne Whisky's Allison Parc

Crayola’s Victoria Lozano

Procter & Gamble’s Janette Yauch

Episodes from our Spotlight on Retail series:

Banana Republic’s Jen Mullen

Shiseido's Alessio Rossi

Article's Duncan Blair

Mint Mobile’s Aron North

Mack Weldon’s Brian Berger

Episodes from our Spotlight on Women Leaders series:

Kibou's Nell Shapiro

Dickies’ Kathy Hines

Purely Elizabeth’s Elizabeth Stein

Danone’s Sonika Patel

Deloitte’s Suzanne Kounkel