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Leadership Team

 
 
 

Sterngold Dental Leadership

Our leadership and sales teams bring a wealth of successful experience and credentials in the restorative dental industry, as well as sales, marketing and communications, technical development and education, customer service, and quality management.

Gordon S. Craig III

Gordon S. Craig III, MBA

President & CEO

As the President & CEO of Sterngold Dental, LLC, Gordon brings over twenty-eight years of professional business development, sales, marketing, and corporate communications experience, complementing a high level of energy and an open leadership style. He has an extensive affiliation with Sterngold Dental as an independent company and as a subsidiary, with a brief start as a Marketing Analyst for a wire and cable products manufacturer. At Cookson America, he first assumed a Corporate Communications and Public Relations Manager role. Over the years, he steadily worked his way to Director of Marketing and e-Business, where he successfully launched a fully integrated e-business platform for the company. Before assuming the chief executive role, Gordon was Vice President & General Manager of Sterngold Dental.

Under Gordon's leadership, Sterngold Dental has expanded beyond alloys, strengthened its position in restorative supplies and equipment, reinforced the implants and attachments product line, gained a major foothold in the mini implant category with MOR®, and ventured into digital dentistry. Today, Sterngold has a formidable solution set of restorative supplies, implants, attachments, and digital product offerings. With Vision 2025, a program outlining a 5-year progressive plan, he has created a blueprint to achieve sustainable, realistic, year-on-year growth targets.

Gordon holds an MBA from the University of Rhode Island and a bachelor's degree in Corporate Communications and Marketing from Roger Williams University. He has been married to his wife for 24 years, have three children together, and live in RI.

Christopher L. Franklin, CPA, MST

Chief Financial Officer

Chris is a Certified Public Accountant with more than twenty-five years of public accounting and industry experience. In his role as Chief Financial Officer at Sterngold, he brings extensive knowledge in the areas of financial management and analysis, cash flow management, budgeting, forecasting, process analysis and improvement. In addition to his public accounting experience, Chris has served as CFO for several companies in a variety of industries, where he has managed a staff of finance, human resources, and IT professionals.

Chris has a bachelor's degree in Accounting from the University of Rhode Island, a master's degree in Taxation from Bryant University, and is a member of the American Institute of Certified Public Accountants (AICPA) and the Rhode Island Society of CPAs (RISCPA).

When not working with numbers, Chris spends time on the golf course, perfecting his strokes (interesting trivia: achieved first hole-in-one in 2020!). Mostly, he enjoys time spent with his wife and son, and their two boxers, Rocky and Reggie.

Helga Melgar, MBA, PCM

Helga Melgar, MBA, PCM®

Director of Marketing and Communications

In her leadership role, Helga shapes the corporate brand, ensures market relevance, builds, and sustains demand for Sterngold's products, and guides internal culture. As an offline and online marketer, holding a Professional Certified Marketer (PCM®) designation in content marketing and marketing management from the American Marketing Association, she is committed to accurately interpreting customer needs vis-à-vis Sterngold's value proposition, and amplifying brand awareness.

Helga has been engaged in the marketing and communications disciplines for over 25 years, practicing in the hospitality, retail, IT network services, software, telecommunications, advertising, non-profit, and manufacturing industries, prior to Sterngold. She adds business development and account management aptitude to the craft, with proven success in change communications management, brand development, conference sales, new product launches, and originating marketing departments and functions. Helga is an MBA from Johnson & Wales University (Providence, RI) and takes part in the Academic Advisory Board for the Graduate School of Business. She holds a Bachelor of Science, major in Marketing Management, and Bachelor of Arts, major in Communications, degrees.

Helga identifies as an animal compassion advocate, enjoys the beach, documentaries, historical fiction, leading fitness classes, teaching small business marketing, playing tennis, and pursuing continued education. From Los Angeles, she moved to New England with her husband, a Boston native, and maintains a happy and full household of adopted pets.

Gene Peterson, BS, BDT, CDT

Gene Peterson, CDT

Director of Technical Development and Learning

Gene oversees all aspects of Sterngold’s technical department, leading digital development efforts, product offering pipeline, and educational methods and content directives, working closely with sales, marketing, and customer service.

With over 32 years of experience, Gene has an extensive and diverse background in the dental industry, covering R&D, clinical and dental laboratory workflows and protocols, production, and facility management. After owning and running a dental laboratory for 18 years, he spent the last 9 years with a major digital denture & technology company. As a subject matter expert, he has published multiple articles appearing in peer-reviewed dental journals as well as various white papers on digital dentures and other clinical and technical dental subjects. Gene is actively involved with several professional organizations, including the National Association of Dental Laboratories, American College of Prosthodontists, and the American Prosthodontic Society. He serves as Co-Chair of the Advisory Board and is a guest lecturer for the Dental Laboratory Technology program at Pima Community College in Tucson, Arizona. Fluent in Spanish, he is often called upon as a national and international guest lecturer. Apart from being a Certified Dental Technician (NBC) and a Certified BioEsthetic Dental Technician, Gene holds a BS degree in Biology from Brigham Young University.

Originally from Southern California, Arizona has been home for 33 years with his wife and their three children. They enjoy traveling and any activity done together as a family.

Dulcina Jorge

Dulcina Jorge

Director of Customer Support and Inside Sales

Dulcina has over twenty years of customer support, global distributor relationships, project coordination, and sales experience. She is passionate about supporting all customers with professionalism, providing affordable solutions, and establishing long term relationships. Her dedication to providing excellent service, both with external and internal customers, creating enhanced smiles and quality of life, is visible in all aspects of her day to day activities.

In previous roles, as well as existing responsibilities, Dulcina has led all aspects of customer-centric processes. This includes materials and inventory management, workflow efficiencies, cost containment initiatives, and process improvements. Listening and acting on the customer’s needs are first, as well as monitoring and continually improving standards of performance and quality for a consistently first-rate customer experience.

Dulcina holds a bachelor’s degree in Business Management and is fluent in Portuguese and conversational Spanish. In her spare time, she enjoys volunteering in the online ministry of her church, spending quality time with her family and friends, gardening, reading, and travelling to Maine. She has been married to her husband for 20 years and has two teenage daughters.

Laura Greige

Laura Greige

Director of Administration & Quality

Laura oversees Human Resources, Administration, Document Control, and Quality. Since joining Sterngold in 2003, she has overseen Purchasing, Accounting and Payroll, in addition to Administration and Document Control, and has been engaged with the Quality department since 2011. Prior to Sterngold, she has worked in a manufacturing environment.

Deliberate and dedicated to maintaining exacting standards of quality while keeping efficiencies, Laura is a consistent advocate for process and standards improvements. Over the years, she has originated several projects that ensure Sterngold’s systems still are current, with direct impact on the company’s competitiveness. Laura was instrumental in helping Sterngold achieve significant savings and maintaining optimal levels in healthcare cost. In 2018, she led the transition of Sterngold from an ISO13485:2012 to ISO13485:2016 and the completion of an MDSAP certification.

Balancing left-brain and right-brain aptitude, Laura enjoys crafting as a creative hobby and takes part in fundraising activities at her daughter’s school.

Chad Reynolds

Chad Reynolds

National Sales Manager

Chad has over 15 years of top performing sales experience in the medical device/healthcare industry, including  Zimmer Biomet and Lima Orthopedics, to name a few. His most recent role was with Integrated Media Services, publisher of Dental Product Shopper. Within these sales roles, Chad has had significant experience in product expertise,  field marketing and training, customer relations, distribution management, and overall team leadership, in addition to sales management and development, and new customer acquisition.

As National Sales Manager, Chad is committed to being mission-driven in his consultative selling approach; listening to the prospect’s growth goals, providing relevant educational information, and proposing products that will help fast track achievement. His goal is to create high value interaction in every sales engagement, presenting only targeted and actionable recommendations, while meeting current and future customer needs.

Chad holds a Bachelor of Science in Business Administration with a concentration in Business Management, from Centenary University in Hackettstown, NJ, where he played NCAA Division III Baseball. He lives with his young family—wife, two children, plus a Yorkie—in New Jersey. Born in NY & raised at the Jersey Shore in NJ, Chad is an avid NY Sports Fan and a long-time season ticket holder of his beloved New York Giants.

If you need ideas on how to grow your current practice, take your lab to a digital level, or source the most competitive implant product and supplies for your DSO, don’t hesitate to contact Chad.