Blake Mallen, Herbalife
Herbalife has named Blake Mallen chief strategy officer and Pro2col president. Mallen is a seasoned direct selling executive with over 20 years of entrepreneurial experience. He is the co-founder of Pro2col LLC and ViSalus and served as president of Pruvit, which Herbalife acquired in March 2024.
Beate Hjeltnes, CEO of Norwex
Beate Hjeltnes, Norwex
Norwex has appointed Beate Hjeltnes as CEO. Hjeltnes, the daughter of Norwex Founder Bjørn Nicolaisen, has nearly 30 years of experience with the company and expertise in the financial sector. She will prioritize its consultant-first business model and its broader mission of helping people live cleaner, safer lives with sustainability in mind.
Brad Pace, AdvoCare
AdvoCare International has hired Brad Pace as vice president of regulatory and compliance. Pace has spent over 25 years in regulatory affairs for the direct selling and CPG industries, including more than 14 years with USANA. Navigating complex regulatory issues, he builds compliance strategies across diverse market platforms.
John Peirano, AdvoCare
AdvoCare has hired John Peirano as vice president of integrated marketing. Peirano has spent over 15 years working within the consumer packaged goods (CPG) industry. He was most recently chief marketing officer of TurtleTree Labs. Peirano specializes in building brands and driving revenue through integrated campaigns.
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Felix Bravo, eXp Realty
EXp Realty has promoted Felix Bravo to managing director, international. With over 10 years in residential sales and marketing, Bravo joined eXp Realty in 2023 as director of growth in Florida and then became vice president of international growth. In his new role, Bravo will launch new countries and create infrastructure.
Heidi Wissmiller, Nature’s Sunshine
Nature’s Sunshine has appointed Heidi Wissmiller as chairman of the board of directors. She has served on the board since 2020 and previously chaired the Governance and Risk Management Committees. With 30 years in sales Wissmiller also served as chief growth officer at Rodan + Fields and brings expertise in driving growth.
Christian Dorner, LifeWave
Christian Dorner has joined LifeWave as regional president for Europe, the Middle East, and South Africa (EMEA). Dorner brings extensive expertise in scaling direct selling operations and driving transformational growth across international markets for direct sellers such as Tupperware and Kyani.
Justin Serra, MAKE Wellness
Justin Serra has joined MAKE Wellness as CEO. He brings over 20 years of operational and strategic expertise to the role. Serra spent 11 years with Modere and most recently served as general manager of North America. His leadership philosophy targets producing impactful results while fostering a strong organizational culture.
Truman Hunt, MAKE Wellness
MAKE Wellness has appointed Truman Hunt as executive chairman. Hunt has a wealth of leadership experience, including his tenure as president and CEO of Nu Skin for nearly 14 years. There he drove significant industry advancements before leaving to take a leadership assignment with the Church of Jesus Christ of Latter-day Saints.
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Robert Finigan, MAKE Wellness
MAKE Wellness has hired Robert Finigan as chief marketing officer. Finigan will leverage his more than 25 years’ experience in marketing and business to build branding that resonates with a global audience for the new company. Founder of his own brand agency, he has also served as CMO of Modere and Green Compass.
