Vice President, North America Marketing
Location: Los Angeles, CA - HQ - Travel ~30-40%
Compensation: $175,000 - $225,000 annually (depending on experience) + competitive bonus structure
About the Role
This role builds the how and the where - for North America.
The VP of North America Marketing is the person who takes everything product commercialization produces - the positioning, the launch playbooks, the clinical evidence, the sales tools - and turns it into pipeline, demand, and revenue in the United States and Canada. You own four things: performance marketing and pipeline generation, events and trade shows, distributor marketing and enablement, and education and KOL programs. And of those four, the first one is the reason you're here.
We've recently restructured how we go to market. A new VP of Product Commercialization owns global product positioning, launch strategy, and clinical evidence across three product lines: Scanner (Foundation + ScanOS), Digital Print (Nano Series), and Digital Press (Midas). That role builds the what and the why.
What You Own
1. Performance Marketing & Pipeline Generation
This is the job.
Everything else you do - the events, the KOL programs, the distributor kits - feeds this. You own the number: marketing-qualified leads, demo requests, pipeline contribution, cost per opportunity. You build the digital demand engine that makes a dentist in Ohio who has never heard of SprintRay raise their hand and ask for a demo.
That means paid digital, SEO/AEO, website conversion, lead scoring, nurture sequences, retargeting, attribution - the full stack. You measure everything. You know which channels produce pipeline and which produce vanity metrics, and you kill the vanity metrics without sentimentality. You report pipeline contribution to the VP & GM Americas weekly, not quarterly.
If you've never been accountable for a pipeline number, this role will be uncomfortable. If you have, and you're good at it, you already know this is where the leverage is.
2. Events & Trade Shows
SprintRay's own events (3DNext) and the major dental trade shows (CDA, ADA, Chicago Midwinter, Greater New York) are where the market meets us in person. You own the full event strategy: which shows to attend, what the booth experience looks like, how we convert booth traffic into pipeline, and whether the money we spend on events actually produces downstream revenue.
You also own SprintRay's proprietary events - from 3DNext to regional demo days to distributor launch events. These aren't brand exercises. They are pipeline events with measurable conversion. You design them that way from day one.
Execution must be flawless. Events are the one place where your entire market sees you at once. A mediocre booth at CDA costs more than the booth fee - it costs the perception that SprintRay is the leader.
3. Distributor Marketing & Enablement
SprintRay sells through distribution: Global leaders like Henry Schein, Patterson, Benco, Nobel Biocare, Straumann. Every dollar of revenue flows through reps who carry 200+ products and give us 90 seconds per office visit.
You own the system that makes those 90 seconds count. That means Campaign-in-a-Box kits, sell sheets, demo scripts, rep training programs, co-marketing campaigns, MDF strategy, and distributor portal content. You don't build these tools in a vacuum - product commercialization gives you the positioning and clinical evidence; you translate it into the language and format a rep can use cold in a dental office at 8:15 AM.
Your measure is rep adoption rate: what percentage of reps in each distributor are actively presenting SprintRay products? If that number isn't climbing every quarter, the enablement system isn't working.
4. Education & KOL Programs
The VP of Product Commercialization builds the clinical evidence - the studies, the data, the peer-reviewed proof. You put it in front of dentists.
That means KOL speaker programs, CE courses, university partnerships, peer-to-peer education events, and clinical content that lives on SprintRay's channels. You build the roster of respected clinicians who will stand on a stage or in front of a camera and tell their peers why they use Midas, why they're adopting Foundation, why the Nano Series changed their practice.
This isn't academic. Education is a demand channel. A dentist who watches a peer place a Midas crown in a CE webinar is closer to a demo request than one who sees a banner ad. You measure education the same way you measure every other channel: did it produce pipeline?
Rest of World - Interim
North America is your primary scope. But SprintRay is growing internationally, and in emerging Americas markets - Brazil, Mexico, and others - there isn't yet enough traction to justify a dedicated team on the ground. Until there is, your team provides interim marketing support for these markets: adapting campaigns, supporting distributors, and building the baseline playbook that an eventual in-market team will inherit.
This is timezone-aligned support, not a second job. You're not building the Brazil strategy from scratch. You're making sure those markets aren't dark while they scale to the point where they earn their own team. When they do, you hand off cleanly.
How This Role Connects
VP of Product Commercialization (Global)
They build the product positioning, launch playbooks, clinical evidence, and sales toolkits for all three product lines. They give you the what and the why. You take it and execute in North America - you decide the how, the where, and the when. You are their most important customer and their most honest critic. If the launch playbook doesn't work in the field, you tell them the same week, not the same quarter.
Sales Leadership
You partner with sales, you don't report to sales. The pipeline number is shared. The marketing strategy is yours. You sit in the weekly pipeline review because you need to see what's converting and what's dying, and you adjust spend and programs in real time.
Creative & Brand (reports to CPO)
SprintRay's brand and creative studio is a central function under the Chief Product Officer. You don't own creative. You brief it, you pull from it, and you hold it accountable for deadlines. The look and feel is theirs. The campaign strategy, the targeting, and the conversion are yours.
Who You Are
We're screening for five things:
1. You've owned a pipeline number
Not brand awareness. Not impressions. A number connected to revenue - MQLs, demo requests, pipeline contribution, cost per opportunity. You know what it feels like when the number is down and the VP & GM, Americas is asking why. You've diagnosed the funnel, found the leak, and fixed it in the same quarter. If your career has been brand marketing with no revenue accountability, this isn't the role.
2. You execute at a high level
Events, KOL programs, distributor enablement - these are execution-heavy disciplines. A mediocre trade show booth, a half-built rep training kit, a KOL webinar with bad audio - these aren't minor misses, they're brand damage in front of your entire market. You hold yourself and your team to a standard of execution that borders on obsessive, because you know that in B2B, every touchpoint is a moment of truth.
3. You know how channels work
You've worked in or marketed through a distribution model. You understand that the end user (the dentist) isn't your only customer - the rep is. You know what a rep needs to present your product without you in the room, and you build for that constraint.
4. You move fast and measure everything
You're not going to spend your first 90 days building a strategic plan no one reads. You're going to spend two weeks in the field with reps and at events, come back with a point of view on what's broken, and start fixing it. You report weekly. You adjust spend monthly. You kill underperforming channels without attachment.
5. You're not precious about the work
In year one, you'll be writing booth copy at 11 PM, and personally reviewing rep training decks on a flight. You're building the team while doing the work. If you need a full team in place before you can produce, this pace will be uncomfortable.
What You Don't Need to Be
• A dental industry veteran. The clinical workflow, the distributor landscape, the competitive dynamics - you can learn those in 90 days. We'll surround you with people who know dental. What we can't teach is how to build a demand engine and run a regional marketing operation at speed.
• A brand-first marketer. Brand matters. But this role is pipeline-first. If your instinct is to start with a brand refresh and a messaging workshop, and pipeline is something you get to in Q3, we're not aligned.
• A global marketer. This is a North America role with temporary ROW support. You don't need experience running EMEA and APAC. You need experience dominating a large, mature market through channel distribution.
Who This Isn't For
• Global strategists. If you want to set worldwide brand strategy from 30,000 feet, this isn't the role. This is a regional execution role with a pipeline number. The strategy is important, but only because it drives the number.
• Agency managers. If your model is to hire agencies for every discipline and manage the relationships, you'll struggle here. We use agencies for production overflow. The strategy, the campaign architecture, and the key creative decisions are in-house.
• Slow builders. If you need six months to assess, align, and plan before anything ships, the pace here will be uncomfortable. We ship in weeks, learn in days, and adjust in real time.
