Commercial Manager, Commercial Strategy & Transformation

About the role

As Commercial Manager you will help shape and execute the commercial agenda for some of 3Shape's strategically important businesses. Your mandate is to translate 3Shape strategies into scalable commercial programs that create value for customers, resellers, regional sales teams, and 3Shape.

The initial focus of the role is on our Laboratory business, with opportunities to expand the focus to other customer segments (Clinic & Enterprise) afterwards.

You will be a close commercial partner to regional teams and work across Sales, Marketing, Product Management, Customer Success, Finance, Operations, Sales Excellence, and Data & Analytics. The role combines commercial execution, program leadership, and operational excellence. You should be equally comfortable analyzing performance, developing a compelling commercial concept, aligning senior stakeholders, and rolling up your sleeves to operationalize it in the markets.

Your initial focus will be the Laboratory business and its indirect go-to-market model. You will connect partner strategy, end-customer opportunities, and frontline execution so that growth initiatives are grounded in data, converted into practical sales motions, and delivered with clear ownership and measurable impact.

Key responsibilities

• Drive the reseller growth agenda by designing and implementing tangible, mutually beneficial commercial programs, including partner segmentation, growth plans, performance insights, incentives, enablement, and joint business planning.

• Own the commercial growth agenda for AI-powered Lab solutions, partnering across Regions, Product, Marketing, and Sales Excellence to accelerate adoption, maximize customer value realization, and develop AI into one of the largest and fastest-growing revenue streams within the business.

• Build a data-driven commercial agenda for Lab by translating customer, installed-base, pipeline, usage, renewal, and partner performance insights into prioritized growth opportunities and clear actions for regional and frontline teams.

• Develop and scale practical sales playbooks, value-selling materials, opportunity triggers, objection handling, and manager coaching tools that enable sales teams and resellers to identify, qualify, pursue, and convert growth opportunities.

• Conceptualize, test, and operationalize new commercial models, working across 3Shape to define the value proposition, partner economics, customer journey, governance, processes, and success metrics.

• Lead cross-functional commercial initiatives from problem definition through implementation, establishing clear workplans, decision points, ownership, adoption mechanisms, and measurable business outcomes.

• Act as a trusted business partner to regions and global functions, bringing market feedback into strategy, contributing to the rollout of our 2030 Lab Strategy, sharing best practices across markets, and ensuring that Lab priorities translate into consistent commercial execution.

What we are looking for

We recognize that strong candidates may have built relevant experience through different paths. For this role, we believe you will bring most of the following:

• Approximately 4+ years of experience in commercial strategy, management consulting, sales enablement, channel or partner management, commercial transformation, or another strategic commercial role.

• A strong commercial mindset with evidence of translating analysis and customer or market insight into actions that improve growth, conversion, productivity, retention, or partner performance.

• Experience working with indirect sales channels, resellers, distributors, partner programs, or B2B ecosystems. Experience in dental, medtech, software, or another complex solution business is an advantage, not a requirement.

• Excellent analytical and problem-solving capabilities, with the ability to work confidently with commercial data, identify patterns, size opportunities, define KPIs, and turn insight into a clear recommendation.

• A track record of developing sales plays, commercial toolkits, business cases, or go-to-market programs and driving their adoption with frontline commercial teams.

• Strong project and stakeholder management skills, including the ability to create momentum across functions and regions through influence rather than formal authority.

• Clear, persuasive communication skills and the ability to move between executive-level recommendations and practical tools for salespeople and partners.

• A curious, pragmatic, and execution-oriented mindset. You bring structure to ambiguity, challenge constructively, and take ownership from concept through implementation.

What 3Shape offers

• A vibrant and international environment with social, diverse, highly skilled, and collaborative colleagues. Our Denmark-based office includes more than 20 nationalities and colleagues from many different backgrounds.

• An attractive healthcare package to keep you fit and well.

• Breakfast every day, and delicious and healthy lunch cooked by our private chefs.

• A strong social work environment with many optional activities and clubs, ranging from wine and beer, board games, and running to cycling.

• Good work/life balance.

• Attractive offices and R&D lab spaces in downtown Copenhagen, close to Kgs. Nytorv, Nyhavn, and the Copenhagen Canals.

• Our purpose: We empower dental professionals to provide superior care for every patient, every time.

We encourage all relevant applicants to apply. We are committed to celebrating human diversity, and we trust that the best way to reach outstanding business results, is by welcoming diverse people into our community.

About us

3Shape started with a simple idea - to make 3D scanning better. First, we applied it to the hearing industry, then we succeeded in dentistry. Twenty years later, 3Shape has 2,000+ employees globally. With the help of dental professionals and amazing colleagues we’re creating award-winning scanning and CAD/CAM solutions to change dentistry together! Together, we contribute to a better world. Experience the everyday #lifeat3Shape across the globe on LinkedIn.