In this edition of Marketer of the Week, Ignite Visibility spotlights John Sheldon, Chief Marketing Officer (CMO) at SmileDirectClub.
The team at Ignite Visibility applauds Sheldon for his work in expanding SmileDirectClub on a global scale, leading the company’s marketing as it went public and getting the message out about accessible oral care.
In his role as CMO for SmileDirectClub, Sheldon leads customer acquisition and retention. He also spearheads marketing initiatives and an in-house creative agency, the latter of which becomes increasingly crucial as the brand continues to expand globally. While he started his career at SmileDirectClub as head of digital, he quickly climbed the ranks to CMO.
Sheldon has more than 20 years of experience in marketing working with both rocket-ship growth startups and Fortune 500 companies.
With such a storied background, he has a unique perspective on marketing strategy and the insights and experience to make it effective. Specifically, he has a track record scaling disruptive brands, creating “irrational brand love” and driving marketing rigor.
That “irrational brand love” is something that speaks to us here at Ignite Visibility. Imagine marketing so good that it leaves you utterly loyal and brand-passionate. That’s John Sheldon’s jam!
Sheldon is an inspirational team builder and trusted advisor to senior executive leadership and colleagues.
He’s also a designer and driver of long-lasting and highly profitable marketing organizations. Sheldon has proven his success in building cohesive professional teams with a clear focus, all of which is joined with a dedication to achievement, growth and professional fulfillment.
He is truly dedicated to marketing, as shown by his involvement on the Mobile Marketing Association North American Board of Directors and SmartGift Board of Advisors.
In short, Sheldon loves what he does, and he’s making sure customers know about and love his company’s offering.
SmileDirectClub is the oral care leader with the first telehealth platform for teeth straightening. According to the company, they’re a “cutting-edge technology and vertically integrated model,” which allows them to revolutionize the oral care industry from clear aligner therapy to an affordable, premium oral care product line.
Thus far during his time as CMO of SmileDirectClub, the company:
- Went public on the Nasdaq stock exchange
- Hit a milestone of one million customers around the world
- Debuted its first-ever brand campaign “Choose Smile”
- Successfully launched an end-to-end line of premium, affordable oral care products available at more than 10,000 retail stores
Sheldon’s leadership went to work on all marketing initiatives for this challenger brand. He illustrated his forward-thinking and adaptable nature as he helped introduce a mass consumer audience to the brand. His work continues to help consumers develop a close-knit affinity for SmileDirectClub.
Taking SmileDirectClub Public
When a company becomes publicly traded, it’s not just the chief financial officer (CFO) and the chief executive officer (CEO) who are in the mix. The CMO plays a huge role, too. Sheldon undertook the challenge with grace and gusto, managing SmileDirectClub’s brand presence for cohesiveness and clarity.
All the while, he simultaneously helped the company continue its trajectory of global growth. That’s a lot of plates to spin!
FreshDirect, Mastercard and eBay: John Sheldon’s Career History
While he has made a massive impact in the course of just over three years, Sheldon’s experience extends far beyond SmileDirectClub.
Prior to joining SmileDirectClub, Sheldon served as interim Chief Revenue Officer of FreshDirect, Senior Vice President of Innovation Portfolios for Mastercard and Head of Strategy at eBay Enterprises Marketing Solutions.
While at Mastercard, Sheldon created, developed and managed the portfolios of innovation concepts that lead to scaled businesses and products for the company. He held global responsibility for developing and executing the programs and processes that gather the innovation ideas and needs from within the organization and with outside partners.
While spearheading strategy at eBay, Sheldon led the company’s strategic offerings across the breadth of agency, marketing services and product solutions delivered by the 1000+ person organization on a global basis.
Earlier in his career, he held senior positions at agencies like Bartle Bogle Hegarty and Ogilvy. He served clients across business sectors including Cadillac, Westin, Axe, LEGO, and Johnnie Walker. If anything, John Sheldon’s familiarity with household names is evidence to his influence. Clearly, his education at the University of Pennsylvania Wharton School of Business (the same place the Warby Parker founders met and created their company) paid off.
Wrapping It Up
Finding an awesome marketing influence is key if you want to grow in the field. John Sheldon is as good as it gets. His proven track record in globalizing brands and building a strategy with no gaps in sight make him someone to keep an eye on.
Plus, Sheldon is always keeping his pulse on the industry, so anyone following his footsteps is bound to succeed among the most fervent innovation.
Find more of our Marketer of the Week picks on the Ignite Visibility blog to find your next influence.