The dental support organization (DSO) industry continues to see movement across leadership, operations, clinical education, marketing, hygiene, and culture as organizations expand and professionals step into new opportunities. Here are several notable people moves and recognition announcements across the DSO and dental group landscape for the month of May:
Great Expressions Dental Centers promoted Sarah Punnett, MBA, RDH, to VP, National Hygiene. Punnett has spent many years in the Texas market with Great Expressions, where she has focused on blending operational performance with high-quality, patient-centered dental hygiene care. In her new national role, she will partner with the Great Expressions Care Delivery Team to support access to care, clinical excellence, and career growth for hygienists across the organization.
Becky Barnett joined MB2 Dental as Vice President of Orthodontic Operations. Barnett brings more than 35 years of experience in the dental and orthodontic industry. In her new role, she will help shape and scale MB2’s orthodontic platform, working with doctors, leaders, and teams across the organization to support performance, culture, and operational structure.
Lisa A. Woodman, SPHR, SHRM-SCP, CHSO, was named Executive Director of the American Academy of Dental Group Practice (AADGP). Woodman will work with the AADGP Board of Directors and the E3 team to build on the organization’s foundation and continue supporting dental industry professionals through education, best practices, technology, and collaboration.
Aodhan Docherty stepped into the role of Head of Practitioner Education across Australia’s Pacific Smiles Group and Impression Dental Group. The role will focus on education, clinician development, mentorship, clinical excellence, leadership development, innovation, and continuous learning across a national network of more than 1,200 clinicians and 150-plus clinics.
Joanna Fritz was promoted to Director of Revenue Cycle Management at Tend. Fritz has been with Tend for more than two years and will continue supporting the organization’s revenue cycle management strategy as the company advances its model of technology-enabled, patient-focused dental care.
John DeLuna, MBA, joined DECA Dental Group as Chief Marketing Officer. DECA Dental Group is the organization behind the Ideal Dental consumer brand. In his new role, DeLuna will help guide marketing strategy and patient acquisition as the clinician-founded, clinician-led organization continues to grow across markets.
Nuvia Dental Implant Center welcomed Kevin Mosher as Chief Executive Officer. Mosher brings more than two decades of leadership experience across the dental and healthcare industries. He joins Nuvia as the organization continues to scale its national presence, strengthen operations, and focus on patient experience, team development, and continued growth.
Emma Wilks joined UK’s Rodericks Dental Partners as Dental Plan Manager. Wilks brings experience in dental plan growth and practice transitions, including expertise in helping practices navigate NHS-to-private conversions.
Joe Feldsien joined PDS Health as SVP of Integrated Care. In this role, Feldsien will help advance PDS Health’s dental-medical integration model, with a focus on prevention, early detection, care coordination, whole-person health, and scaling integrated care across the organization.
The Aspen Group (TAG) appointed Rafeh Masood as Chief Commercial Officer. Masood brings deep expertise in consumer growth, brand building and commercial transformation across scaled consumer businesses. Most recently, he served as chief growth and digital officer at Royal Caribbean Group and currently serves on the board of Harley-Davidson. He previously held senior leadership roles at Bed Bath & Beyond, BJ’s Wholesale Club and Dick’s Sporting Goods, where he led large-scale digital, ecommerce, marketing and customer engagement initiatives.
In his new role, Masood will lead commercial strategy across TAG’s portfolio of healthcare brands with responsibility for brand strategy, go-to-market, patient acquisition, digital platforms and commercial performance. He will drive TAG’s broader growth agenda through investments in digital experience and seamless consumer touchpoints that make it easier for people to choose, access and stay connected to care.
The Aspen Group was also named a 2026 Top Workplaces winner for Culture and Excellence in three categories: Professional Development, Work-Life Flexibility, and Employee Appreciation. The recognition highlights TAG’s investment in people, culture, and employee experience.
James Zlotnick was promoted to Vice President of Operations at Espire Dental. Zlotnick has been with Espire for more than seven years, beginning as Practice Manager of the third office acquired by the organization. His path at Espire has included roles in growth, performance, integrations, technology transitions, and operations. In his new VP role, he will help guide Espire through its next chapter of growth.
Justin Ostrynski accepted a new role with Heartland Dental as Director of Operations Training, Professional Learning and Development Services. In this role, Ostrynski will support operations training, professional learning, and team development across the organization.
DSO People is sponsored by Fidler and Associates, the premier nationwide advisory and executive search firm specializing exclusively in the multi-site healthcare industry and a proud partner of Group Dentistry Now. From regional managers to C-suite executives, we provide tailored solutions to address our clients’ most critical challenges. With a strategic, client-centric approach, we customize our advisory and recruitment services to meet the unique needs of each organization, ensuring the placement of exceptional leadership resulting in success. Whether you are looking to hire an executive or looking for a new career, please contact Fidler and Associates to discuss your next steps at www.fidlerandassociates.com.
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