The company has appointed new leaders in commercial strategy, sales, and business development to scale operations and expand customer support.
uLab Systems has announced the promotion of three senior leaders to expanded roles within the company. The leadership changes are designed to strengthen the company’s commercial organization, deepen customer development, expand strategic relationships, and build the operational structure needed to scale effectively.
“I am very pleased to announce the promotion of three outstanding leaders into new roles in the company,” says Gary Les, CEO of uLab Systems, in a release. “This reflects not only their individual achievements, but also their consistent dedication, integrity, and impact across our organization. Each of these individuals has demonstrated exceptional leadership, a commitment to excellence, and the ability to inspire those around them.”
Expanded Leadership Roles
Johanna Beckmen has been promoted to senior vice president of commercial strategy and operations. In this position, Beckmen will continue leading strategic marketing initiatives, overseeing the uAssist treatment planning division, and directing product strategy to support growth in the US and internationally. Her expanded role aims to strengthen go-to-market execution.
Rick Geracitano assumes the role of vice president of sales. Geracitano will lead the sales organization with a focus on deepening relationships with existing customers, expanding customer loyalty programs, and advancing customer success. His leadership is intended to grow the company’s customer base and drive long-term account value.
Joel Siegel has been named vice president of business development and strategic partnerships. Siegel will focus on expanding the support and training teams that drive commercial success and customer satisfaction. He will also lead efforts to develop strategic partnerships with national and global dental and orthodontic organizations.
Focus on Future Growth
The three leaders will collaborate to support the company’s next stage of development. The promotions coincide with uLab Systems’ continued investment in flexible workflows, cloud-based tools, customer support infrastructure, and commercial capabilities designed to help orthodontic practices operate with greater speed and control.
Photo: ID 100531888 © Gajus | Dreamstime.com
