Oral care company SmileDirectClub has appointed Troy Crawford, who has decades of retail and tech leadership experience, as its chief financial officer, effective Monday (June 6).

According to a company press release, Crawford became the interim CFO in early January, having initially joined the company in January 2020 as chief accounting officer.

As CFO, he will be reporting directly to CEO and Chair David Katzman. Some of Crawford’s duties will include serving as strategic advisor and being responsible for accounting, treasury, financial planning and analysis, capital planning, tax and deployment and investor relations.

Crawford said he relished “the opportunity to work alongside our management team to help define and execute the strategy we believe will lead to increased profitability and future growth.”

“I look forward to continued partnership with our capable leadership team, and bringing the strategy and vision for this company to life while we help more people realize the life-changing potential of a confident smile,” he continued.

His experience includes various retail and tech roles, including serving as senior vice president and chief accounting officer with GameStop as of June 2010.

Katzman said that despite a national search, the best candidate for the new CFO was “already in house” and Crawford had “demonstrated financial discipline and focus, among many other instrumental skills, to drive our plans for improved business performance and near-term profitability.”

SmileDirectClub’s services include clear plastic aligners that are prescribed by doctors who review teeth digitally and supervise the treatment remotely.

PYMNTS reported in 2020 that SmileDirectClub had reported more loss than expected, so it was looking into “controlled growth” that year.

Related: SmileDirectClub Aims to Boost Growth via Healthcare Partnerships

SmileDirectClub’s work included partnering with bigger healthcare companies like CVS to help with growth. At the time, it had just debuted an oral care product suite available only at Walmart.



About: PYMNTS’ survey of 2,094 consumers for The Tailored Shopping Experience report, a collaboration with Elastic Path, shows where merchants are getting it right and where they need to up their game to deliver a customized shopping experience.

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