LightForce Orthodontics Hires Amazon Executive Kelly Riedel as Chief Operating Officer

Former director of global operations at Amazon Robotics joins Boston-based orthodontics innovator to lead future expansion, product, and revenue growth
Posted: August 19, 2021
Edited by Orthotown staff

BURLINGTON, Mass.—LightForce Orthodontics, makers of a customizable 3D-printed bracket system has appointed veteran Amazon.com executive Kelly Cunning Riedel as its first chief operating officer. Reporting directly to Dr. Alfred Griffin, III, CEO and founder of LightForce Orthodontics, Riedel will function as second-in-command at the company, with responsibilities including:

- Manufacturing and production operations
- Supply chain and logistics
- Doctor success and customer service 
- Industry 4.0 Center of Excellence 
- Information technology and information services
- Legal, regulatory, intellectual property and contractual matters
- Business operations (facilities, real estate, environmental health and safety)
- Human resources and employee experience

From 2013 to 2021, Riedel was a senior member of the executive team at Amazon Robotics, the robotics division of Amazon.com, working as head of legal, where she established and grew the robotics legal department, followed by more than three years as director of global operations. In that role, Riedel led a 650+ person global organization, with employees from wide-ranging departments and disciplines. Her accomplishments included managing operations across five different product design centers, with 100+ suppliers across four continents and launching a 350,000 sq. ft. innovation hub. 

After receiving her BA from Middlebury College, and doctor of law degree from the University of California at Berkeley School of Law, Riedel became a licensed attorney, working as an IP & Technology Transactions Associate at Skadden, Arps, Slate, Meagher & Flom LLP and Affiliates, and later as senior corporate counsel for Houghton Mifflin Harcourt.

“Kelly Riedel will make a powerful addition to the LightForce executive team. The embodiment of the right leader arriving at the right time—Kelly’s extensive operations experience in automation, scaling new business units, and her legal background will help LightForce serve the orthodontic industry for years to come,” said Griffin. “Feedback on Kelly from peers, senior execs, direct reports and customers she worked with at Amazon consistently raved about her as a strategic thinker, talented collaborator and respected leader. Most importantly, I know she is someone who will always go to bat for our patients and doctors."
“From the moment I met Alfred and others on the LightForce team, I knew they were engaged in something truly special—building a company that is destined to advance the orthodontics industry and be a leader in custom care. They’re empowering orthodontists with innovations powered by Industry 4.0 and delighting patients by shortening their treatment time, resulting in a quicker path to healthy, beautiful smiles. It’s an incredible group, on an exciting trajectory, with a powerful mission: one size fits one,” said Riedel. “What could be better than working with a trailblazing team at the intersection of custom care, Industry 4.0, automation, and smiles? I cannot wait to see all that we will accomplish together,” said Riedel.
 
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