Prima Dental appoints international brand manager as part of expansion

June 22 2017

To help drive further expansion into new global markets, leading Gloucestershire manufacturer Prima Dental has bolstered its team with the appointment of Sammy Burt as international brand manager.

Recent recruit Sammy is an experienced brand and marketing professional who joins Prima from Bath-based brand consultancy, The House, where she co-created award-winning brands for a range of international and UK companies, alongside national and local charities.

Sammy comments on her new role: “Prima Dental is at a hugely exciting point in its business lifecycle. It’s in the throes of a massive growth spurt and I simply couldn’t resist being part of the team orchestrating this growth, both its manufacturing in the UK and sales worldwide.”

International trade accounts for over 85 per cent of Prima Dental’s business and the creation of this new international role reflects Prima’s ambitious plans to grow market share.
Sammy will lead on the development of the Prima Dental brand strategy which will shape its marketing and communications to distributors and dentists around the world as well as the launch of new innovations and product ranges globally.

Sammy will also work alongside Prima’s new head of operations Martin Sanderson on a new programme of organisational development and culture as part of Prima’s staff engagement and internal communications. This reflects Prima’s expanding workforce and ambition to stay as one of the most attractive and competitive employers in the area as it grows.

Richard Muller, group managing director at Prima Dental comments on Sammy’s appointment: “We’re really thrilled to have Sammy on board. She’s got superb skills and experience which will be invaluable as we drive the business forward. The global dental market is constantly developing and creating many opportunities for us, particularly in the digital dentistry sector. Sammy’s appointment reflects our focus on continual development of the company, our products and the industry for the benefit of dentists and patients around the world.”

Prima Dental has 210 employees at its Quedgeley base in Gloucester and is the world’s fastest growing carbide bur (dental drill) manufacturer, exporting 30 million units per year to 90 countries.

In March, Prima Dental announced the investment of £3m in an additional facility at its base in Gloucester to enable an increase in output in response to growing demand for its product. With the new facility, Prima is expanding its workforce and will require 40 new staff over the next three years. The company has started the recruitment process to fill these new roles and is seeking new people to join as soon as possible.

Within the past three years Prima Dental has launched a sales and distribution channel in India and created a joint venture company in Brazil, becoming the first manufacturer of dental burs in South America.