Christa Martin Promoted to Vice President, Sales Enablement and Strategy

Chicago, Feb. 23, 2024 — The American Dental Association (ADA) is pleased to announce that Ms. Christa Martin has been promoted to Vice President, Sales Enablement and Strategy, within the ADA Product Portfolio Group. In this role, Martin will lead the Sales Enablement Group and is responsible for all product portfolio sales, sales strategy and marketing, as well as managing ADA’s external sales team, Broadcast Med, plus print production and inventory. She is also responsible for all business and business development aspects of the ADA Seal of Acceptance program.

“Christa’s growth mindset coupled with her ability to forge strategic collaborations throughout the industry is invaluable to her new role as Vice President of Sales Enablement and Strategy,” said Raymond Cohlmia, D.D.S., Executive Director of the ADA. “Christa’s leadership and entrepreneurial spirit will greatly support the Association’s innovation goals related to our product portfolio.”

Martin has been with the ADA for 19 years and has taken on increasing responsibility through various management positions, including Director, Corporate Relations, and most recently, Senior Director, Sales Enablement and Corporate Relations. Her focus is always on nurturing relationships within the dental industry, along with the growth of strategic sales and marketing opportunities for the ADA Business Group.

“I greatly look forward to utilizing my business expertise and expanding our dental industry collaborative relationships, while seeking to increase Product Portfolio non-dues revenue, which contributes to the ADA’s goal of making people healthy,” said Martin.

Before joining the ADA, Martin worked in the financial services industry at Discover Financial Services/Morgan Stanley and AT&T Universal Card Services. She served in various management and marketing positions in the areas of new product development, communications, program management, and training and development. Martin also worked for Kraft Foods specializing in business development, sales and brand loyalty.

Martin holds a Master of Education degree in curriculum development and strategic planning from DePaul University in Chicago. She also earned a Bachelor of Arts degree in advertising from Michigan State University in East Lansing, Mich.

About the American Dental Association
The not-for-profit ADA is the nation's largest dental association, representing 159,000 dentist members. The premier source of oral health information, the ADA has advocated for the public's health and promoted the art and science of dentistry since 1859. The ADA's state-of-the-art research facilities develop and test dental products and materials that have advanced the practice of dentistry and made the patient experience more positive. The ADA Seal of Acceptance has long been a valuable and respected guide to consumer dental care products. The Journal of the American Dental Association (JADA), published monthly, is the ADA's flagship publication and the best-read scientific journal in dentistry. For more information about the ADA, visit ADA.org. For more information on oral health, including prevention, care and treatment of dental disease, visit the ADA's consumer website MouthHealthy.org.

The ADA Forsyth Institute was founded in 1910 as the Forsyth Dental Infirmary for Children (later, the Forsyth Institute), to provide dental care to the disadvantaged children of Boston. While continuing to serve children in need, yet recognizing the ultimate goal is to prevent dental disease, the Institute in 1915 began to focus on scientific research and is today the world’s leader in oral health research. In October of 2023, the Institute joined with the American Dental Association to form the ADA Forsyth Institute, a 501(c)(3) entity dedicated to improving people’s oral and overall health and powering the profession of dentistry through cutting-edge basic research, creative translational science, innovative clinical technologies, and global public health outreach. Consistent with the Institute’s founding mission, the ADA ForsythKids mobile dental program continues to serve children in need.