StarAligners CEO Reid Greenberg brings 22 years of experience in leadership roles across e-commerce.

The StarAligners board of directors announced Reid Greenberg as the new chief executive officer.

Greenberg has 22 years of experience in digital and marketing-based leadership roles. He brings experience in technology, e-commerce, and corporate discipline to the StarAligners brand.

Greenberg served as executive vice president, global digital and e-commerce, at Kanta Consulting and as president and CEO at Bag Balm. He also held leadership roles at eBay and Unilever’s Seventh Generation brand.

During his tenure at Keurig Green Mountain, Greenberg led the digital transformation of the company’s e-commerce business, accelerating both the B2B and direct-to-consumer verticals.

“Reid is the right leader for StarAligners. His deep understanding and knowledge of e-commerce, technology, and building world-class organizations is the right recipe we need,” said Ronald Redmond, DDS, MS, chairman of StarAligners. “Reid is already moving the needle of the business, and it’s only going to get better from here.”

Under Greenberg’s leadership, StarAligners launched its orthodontic-led aligner care program for orthodontic practices, StarAlignersPro. The program’s dedicated partner site unites technology, automated doctor on-boarding, and products to serve as an informational gateway for both patients and orthodontists. 

In the coming months, Greenberg and his team will expand the brand’s direct-to-consumer offering by improving the user experience and investing in a significant marketing campaign.

Photo courtesy StarAligners