Align Technology Creates Integrated Product, Innovation and Marketing Organization

Posted: March 24, 2020
Edited by Orthotown staff

SAN JOSE, Calif.—Align Technology has created a combined product innovation and marketing organization designed to enable greater organizational speed, agility and impact across customer channels and consumers.

The new Product, Innovation, and Marketing organization led by Raj Pudipeddi, Align senior vice president and chief marketing, product and business development officer, will combine IT and R&D with product management and global marketing under one integrated organization responsible for the entire product lifecycle, from customer insights and ideation, to product innovation and more.

Sreelakshmi Kolli, Align senior vice president, global information technology, will continue to lead IT and also take the lead for end-to-end software engineering as part of this new organization, reporting to Pudipeddi and continuing to serve on the executive management committee. Zelko Relic, Align senior vice president and chief technology officer, will fully focus on future technologies and digital innovation strategies, as well as cyber security. He will also lead the integration of Exocad after the anticipated closing of Align’s acquisition in the second quarter of 2020.

“As the leader in digital orthodontics, innovation has always been a fundamental part of who we are as a company. Our passion for innovation drives us to develop new products, technologies, and services that expand the market for our doctor customers and transform the smiles of millions of consumers worldwide. Our industry continues to evolve rapidly based on new technologies and digitally focused business models that provide doctors and consumers with more choices and higher expectations for treatment options that combine quality, speed, convenience, and affordability. As the market leader, it’s imperative that Align continues to organize and adapt ahead of change and lead this evolution. This new structure will allow Zelko and his team to stay focused on our future technology investments, while the creation of a single Product, Innovation and Marketing organization under Raj’s leadership will speed delivery of new innovations and give us an invaluable view of the entire lifecycle of product innovation and adoption," said Align Technology president and CEO Joe Hogan.
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