INBRACE Strengthens National Sales Team with Executive Hire

12:55 EST 10 Dec 2019 | Businesswire

On the heels of securing $45 million in series C funding, INBRACE® has announced the addition of seasoned orthodontic industry sales executive Dale Herman to its leadership team. Joining as VP of US Sales, Training and Customer Experience, Herman is the most recent addition to the sales organization led by Senior Vice President of Sales and Marketing Matt O’Connell.

“We’re in a highly accelerated growth mode right now, and Dale is perfectly suited to provide additional leadership as we assemble the right team to meet clinician and consumer demand,” said O’Connell. “Dale brings more than 20 years of experience in sales leadership and executive management to our team, and I have seen first-hand his ability to implement growth strategies that accelerate sales, improve training and deliver top-tier customer experiences. I’m looking forward to working alongside Dale and the regional account teams he’s assembling, as we increase our national footprint and take INBRACE to the next level.”

Herman previously led award-winning sales operations for industry stalwarts, assembling and motivating high-performance sales, training and support teams. He served as VP of North American Sales and Customer Support for Ormco-Danaher and VP of North American Sales and Global Education for Hu-Friedy.

O’Connell joined INBRACE about a year ago and has focused on creating a robust sales and marketing organization and working as a key contributor to the company’s successful series C funding round. He brings valuable expertise to INBRACE in pricing strategies, distribution channels and establishing a culture of continuous improvement based on clear metrics and accountability. O’Connell is a long-time industry executive, formerly serving as president of VITA North America and Executive VP of Ormco.

Together, Herman and O’Connell are leading 12 high-performance regional account teams to ensure all INBRACE providers have local access to expert sales, clinical and marketing support. Regional Account Executives are responsible for INBRACE expansion and current providers in the following territories:

Christopher Cammarata (New York / Northern New Jersey)
Dan Seidman (New Jersey)
Tom Sullivan (New England / Connecticut)
Robert Shawn Weaver (Virginia)
Arian Smith (Georgia / Alabama)
Gregory Blow (Florida)
Gene Ruffing (Ohio / Indiana / Kentucky)
Lisa Jennings (Texas / Oklahoma / Louisiana)
Michael Bonicatto (Arizona / New Mexico)
Mat Wang (Los Angeles County / Hawaii / At Large States)
Amber Day (San Diego / Orange County)
Justin Hannan (Northern California)

INBRACE truly invisible braces sit unseen behind patient teeth, leveraging an all-digital platform and innovative wire and bracket designs to create the ideal smile for each patient’s unique situation. Patented INBRACE Smartwires® are programmed using data captured from oral scans and automate many steps in orthodontic treatment. The INBRACE system allows patient anatomy to naturally dictate the most efficient path for all tooth movements, resulting in increased practice efficiency and reduced overall treatment time – a true win-win for patients and orthodontists.


Hidden behind your teeth, INBRACE® is the new name for truly invisible braces and the aesthetic solution that patients love and doctors trust. The patented Smartwire® system with GentleforceTM technology is tailored to each patient’s unique smile, promoting good oral health through light-force tooth movement and allowing patients to brush and floss normally. Orthodontists appreciate the health benefits of light-force tooth movement and the practice growth opportunities that INBRACE creates. Learn more at or connect with your nearest INBRACE provider with the easy-to-use doctor finder at

Media Contact:
Paul Williams


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