By SSN Staff
In the dynamic world of direct selling, certain leaders stand out not just for the impact they make within their own companies but for their broader influence in shaping the trajectory and reach of this global business channel. This special edition of SSN celebrates The Key 20: Most Influential Executives in Direct Sales, recognizing those individuals and teams who transcend their current positions to positively shape the direct selling channel at large. These visionaries have driven the enhancement and mainstreaming of direct selling in a rapidly changing consumer market. Their strategic insights and dedication to the channel have transformed direct selling, ushering in modern practices with new ways of thinking.
In the following story, we highlight the contributions and the profound impact The KEY 20 have made on direct selling’s evolution. The executives are listed in alphabetical order. Organizations or groups recognized collectively are listed at the end.
THE KEY 20 Criteria:
Industry Impact
Demonstrated significant influence on the direct selling industry as a whole, not just within their own company.
Innovation
Introduced groundbreaking ideas, technologies, or business models that have advanced the direct selling channel.
Ethical Leadership
Championed ethical practices and regulatory compliance, setting high standards for the industry.
Global Reach
Played a key role in expanding the international presence and market penetration of direct selling.
Sustainability and Social Responsibility
Promoted sustainable business practices and contributed to social responsibility initiatives within the direct selling industry.
Alfredo Bala and Landen Fredrick
For groundbreaking integration of affiliate marketing into traditional direct selling business models.
Alfredo Bala and Landen Fredrick, the former and current CEO of Mannatech, respectively, have made a significant mark on the direct selling industry by pioneering a groundbreaking hybrid model that integrates affiliate marketing with traditional direct sales strategies. This innovative approach is intended to expand opportunities for distributors and enhance customer engagement, paving the way for a potential adjacent model within the industry.
While the long-term success of this hybrid model remains to be seen, Mannatech continues to lead the charge under Fredrick’s guidance. The company has embraced progressive digital marketing techniques, ensuring its competitiveness and expanding its global presence. This bold experimentation and willingness to adapt to the evolving landscape demonstrate Mannatech’s commitment to innovation and its role in shaping the future of direct selling.
Magnus Brännström
For pioneering efforts to integrate sustainability and ethical supply chain practices into direct selling.
Magnus Brännström, former CEO and President of Oriflame Cosmetics, has been a pioneering force in the move towards greener practices within the direct selling industry. Under his leadership, Oriflame has committed to sustainability and ethical sourcing, implementing extensive environmental initiatives that have set a benchmark for the industry.
Brännström’s vision has driven Oriflame to reduce its carbon footprint, invest in renewable energy, and ensure that its products are environmentally friendly. His dedication to green practices has not only enhanced Oriflame’s reputation but has also inspired other companies in the direct selling sector to adopt more sustainable and responsible business practices.
Heather Chastain
For her innovative integration of digital technologies and fostering compliance within the direct selling industry.
Heather Chastain, founder and CEO of Bridgehead Collective, has advanced the direct selling channel through digital strategies and innovative approaches in a legacy industry. Known for driving strategic growth, she has recently been instrumental in developing robust compliance strategies and fostering a culture of integrity within the industry.
Chastain has focused on integrating digital technologies, thus enhancing efficiency and engagement for her direct selling company clients. Her work with Bridgehead Collective has guided organizations through market complexities, contributing to the overall advancement of direct selling. Additionally, her dedication to nurturing collaboration and knowledge sharing has empowered industry leaders to adopt best practices and drive continuous improvement.
Brett Duncan
For his contributions to modernizing direct sales marketing practices.
Brett Duncan, co-founder of Strategic Choice Partners, is a thought leader in the direct selling industry, known for pioneering innovative marketing and business development strategies. By blending digital and traditional marketing techniques, Duncan has helped companies expand their reach and effectively engage with their audiences.
His focus on data-driven decision-making has enabled direct selling companies to adapt to market trends and consumer behaviors, driving growth and engagement. Duncan’s development of multi-channel marketing strategies has also increased the effectiveness of direct selling efforts, ensuring companies can communicate their value propositions clearly and compellingly.
A respected educator and speaker, Duncan regularly shares his insights at industry conferences and through various publications. His ability to translate complex concepts into actionable strategies has empowered many direct selling professionals to enhance their business practices.
John Fleming
For his research into aligning direct sales with the emerging gig economy.
John Fleming, a distinguished figure in the channel, has sparked important conversations about direct selling throughout his extensive career as a corporate executive, magazine publisher, and thought leader. In recent years, the DSA Hall of Fame inductee has focused on researching the gig economy and network marketing’s place in it, partnering with leading academics and industry experts to provide insights into its evolving landscape and implications for direct selling. Fleming highlights how direct selling can compete with other types of gig work by offering better income stability, career advancement opportunities, and stronger community support networks.
Fleming’s work has shaped strategic decisions for companies looking to integrate gig economy principles, while advocating for leveraging digital platforms and technology. Through his publications and speaking engagements, he educates industry leaders on direct selling’s place within the broader gig economy, demonstrating how the industry can thrive alongside other gig work models.
Jonathan Gilliam
For his thought leadership around issues of compliance and empowering direct sales companies to meet regulatory expectations.
Jonathan Gilliam has emerged as a leading voice in the direct selling industry, championing compliance and risk mitigation in the digital age. Over the past decade, his firm’s innovative technology has revolutionized field compliance, empowering companies to navigate the ever-evolving regulatory landscape. Gilliam’s advocacy for robust compliance and legal departments within the C-Suite has further elevated industry standards and promoted transparency.
His expertise has been instrumental in defending several direct sellers in high-profile legal battles with the Federal Trade Commission, including Vemma and Neora. His contributions extend beyond legal defense, as he actively shapes industry discourse through speaking engagements at conferences like the DSA Annual Meeting and through the founding of the Direct Selling Leadership & Compliance Summit. Additionally, Gilliam’s published works have provided valuable insights into leveraging new media and social platforms for direct selling success.
Kevin Guest
For his leadership in modernizing the direct selling industry and advocating for regulatory engagement.
Kevin Guest, a driving force in the direct selling industry, has championed modernization and regulatory engagement throughout his extensive career. As former chairman of the Direct Selling Association (DSA) and current executive chairman of USANA Health Sciences and chairman of the Direct Selling Education Foundation (DSEF), Guest has spearheaded strategic initiatives that have propelled the industry into the digital age. His advocacy for search engine optimization and the adoption of modern marketing techniques has transformed the direct selling landscape, making it more accessible and inclusive.
Guest’s unwavering commitment to regulatory compliance has set a new standard for the industry. He has consistently emphasized the importance of active engagement in the regulatory process, advocating for increased knowledge and adherence to relevant laws. By fostering a more informed and compliant industry, Guest has strengthened its credibility and ensured its long-term sustainability.
Stuart Johnson
For his influential role in connecting industry leaders and fostering continuous conversation about improving the industry.
Stuart Johnson is founder of SUCCESS Partners, Direct Selling News, and Direct Selling University. He has been a key influencer in the direct selling industry for over three decades and is one of the originators of the modern duplicated tools business, which he started when his company was first known as VideoPlus. He has since relayed those systems into digital success in mobile apps and other field-facing solutions. Known for his vision and skill at connecting people, Johnson has played an important role in shaping the channel by leveraging media, publishing, and technology to drive growth and engagement across the industry.
Terry LaCore
For his innovative vertical support network to manage and grow direct sellers.
Terry LaCore, founder and CEO of LaCore Enterprises, has been a quiet player in influencing the direct selling channel over the past decade. Known for his entrepreneurial spirit and innovative strategies, LaCore has built a diverse portfolio of successful companies that have significantly impacted the industry’s landscape.
LaCore’s expertise lies in his ability to identify market opportunities and develop effective business models that drive growth and profitability. His company specializes in providing support to direct selling businesses, including product development, marketing, logistics and compliance services. This holistic approach has enabled several of his companies to scale efficiently and achieve sustained success.
Danny Lee
For his bold strides in modernizing direct selling practices.
Danny Lee, incoming chairman of the Direct Selling Association (DSA) and CEO of 4Life Research, has made bold strides in modernizing direct selling practices. Lee’s forward-thinking approach includes the adoption of analytics driven by artificial intelligence to better understand and respond to market trends, setting a new standard for data-driven decision-making in the industry.
Lee has also been a strong advocate for sustainability, integrating eco-friendly practices into 4Life’s operations and product development. His commitment to ethical practices and regulatory compliance has reinforced the company’s reputation for integrity. As he steps into the role of DSA chairman, Lee’s innovative mindset and dedication to transparency promise to drive the association forward, fostering an environment of collaboration and growth within the direct selling community.
Blake Mallen
For his thought leadership on direct selling’s adoption of artificial intelligence.
Blake Mallen, president of Prüvit, has emerged as a thought leader in the direct selling industry, championing the transformative potential of artificial intelligence (AI). His consistent focus on innovation and the practical applications of AI has positioned him as a leading voice in the field.
Mallen actively shares his expertise through regular presentations at industry events, seminars, webinars, and conferences. He educates direct sellers on how AI can revolutionize customer relationship management, personalize marketing strategies, and enhance sales forecasting. By equipping direct sellers with the tools and knowledge to leverage AI, Mallen empowers them to streamline operations, make data-driven decisions, and stay competitive in an ever-evolving marketplace.
Joseph Mariano
For his role in advocating for favorable policy and compliance regulation within the direct selling industry.
Joseph Mariano, as president of the Direct Selling Association (DSA), has skillfully navigated the organization through significant shifts in both the marketing and regulatory landscape in recent years. Under his leadership, the DSA has actively engaged with policymakers, advocating for fair business practices and consumer protection laws that support the direct selling industry. Mariano has played a crucial role in shaping discussions on key legislative matters and providing feedback on proposed regulations. His strategic guidance has also been instrumental in the DSA’s involvement in important court cases, including the recent Neora case, ensuring the interests of the direct selling industry are well-represented in the legal arena.
Peter Marinello
For his leadership of industry self-regulation and best practices around field compliance.
Peter Marinello, director of the Direct Selling Self-Regulatory Council (DSSRC), has been a pivotal figure in recent years in promoting ethical practices and consumer protection within the direct selling industry. With an extensive background in self-regulation and advertising standards, Marinello has dedicated his career to ensuring that companies adhere to the highest levels of integrity and transparency.
At the DSSRC, Marinello has spearheaded initiatives that focus on monitoring and addressing misleading claims and deceptive marketing practices. His efforts have been instrumental in establishing guidelines that protect consumers and uphold the credibility of the direct selling industry. Through his leadership, the DSSRC has become a vital resource for companies seeking to navigate the complex regulatory landscape and maintain compliance with industry standards.
Jesse Reese McKinney
For her cutting-edge foray into social selling marketing strategies.
Jesse Reese McKinney, CEO and co-founder of Red Aspen, has pioneered innovative approaches that have impacted the direct selling industry. Under her leadership, Red Aspen has combined social selling with digital marketing strategies, setting the company apart. McKinney introduced a dynamic sales model leveraging social media platforms to engage customers and empower brand ambassadors, highlighting the potential for modernizing traditional sales methods.
A notable innovation by McKinney is the development of the company’s own robust e-commerce infrastructure that integrates seamlessly with social selling. This system allows Red Aspen’s brand ambassadors to efficiently manage their businesses online, providing a user-friendly experience for both sellers and customers. Additionally, McKinney’s use of data analytics to drive decision-making and personalize marketing efforts has helped the company stay aligned with market trends and consumer preferences.
Wayne Moorehead
For his contributions to the channel conversations around digital transformation and leadership.
Wayne Moorehead, a respected marketing strategist, has become a leading voice in direct selling through his podcast series, “Direct Approach.” Leveraging the power of podcasts, Moorehead has cultivated a loyal audience of industry professionals. His thought-provoking and insightful content offers deep dives into critical trends, best practices, and innovative strategies that are essential for success in today’s evolving direct selling landscape.
Through his engaging interviews with industry leaders and experts, Moorehead has facilitated valuable discussions on a range of topics, from digital transformation and brand building to ethical practices and leadership. His ability to distill complex concepts into actionable insights has empowered direct selling professionals to stay ahead of market trends and implement effective strategies within their organizations.
Jeff Olson and Deborah Heisz
For their vigorous defense of the channel against regulatory attack.
Jeff Olson, founder and CEO of Neora, and Deborah Heisz, Co-CEO, have significantly impacted the direct selling industry through fearless leadership amid extremely challenging circumstances. Their pivotal roles in defending Neora against the FTC’s false accusations of operating as a pyramid scheme set a crucial precedent for the industry.
As an author and thought leader, Olson has shaped the conversation around new media and social media’s potential for direct selling. His emphasis on compliance has inspired higher standards within the industry.
Heisz has driven Neora’s growth by embracing innovative strategies and advanced marketing techniques, ensuring competitiveness in the modern marketplace. Heisz played a critical role in the daily management of Neora’s defense, tirelessly working on the case throughout its duration. Her dedication to transparency and ethical business practices was crucial in demonstrating Neora’s legitimacy and commitment to regulatory compliance.
Together, Olson and Heisz’s leadership in the face of the existential threat to their company has played a major role in defending the channel, while promoting a culture of integrity, innovation, and expansion.
Colt Passey
For promoting synergism in the channel by bringing people and companies together.
Colt Passey, a ubiquitous presence at direct selling industry events, is renowned for his ability to foster collaboration and knowledge-sharing within the channel. As CEO of Gobi Insights, he has consistently championed symbiotic relationships between individuals and companies, leading to increased cooperation and innovation. Passey’s founding of the annual Direct Sales Golf Scramble Tournament demonstrates his commitment to bringing together executives from diverse and often competing direct selling companies, promoting camaraderie and networking opportunities.
Passey’s dedicated service as the primary supplier representative at the Direct Selling Association Executive Committee has ensured that the voices and concerns of vendors are heard and addressed. His tireless efforts in this role have strengthened the relationship between suppliers and the DSA, fostering a more inclusive and collaborative environment within the direct selling industry.
Justin and Whitney Rose
For expanding the channel’s reach to new audiences using mainstream and social media.
Justin and Whitney Rose, leveraging Whitney’s celebrity status from the reality TV show “Real Housewives of Salt Lake City,” have become trailblazers in expanding direct selling’s reach to new audiences. Their innovative approach combines the power of social media influencers with traditional e-commerce, redefining the direct selling landscape.
Through their company, Wild Rose Beauty, the Roses have successfully transitioned their existing e-commerce business into a direct selling model, demonstrating the industry’s adaptability in the digital age. Their strategic use of influencer marketing and social media platforms has unlocked untapped markets, resonating with a new generation of consumers.
The Roses have embraced a female-led management team and integrated educational digital courses alongside their consumable products, empowering their customers with knowledge and resources. Their entrepreneurial spirit and savvy marketing strategies have not only propelled their own business but have also served as a model for innovation within the direct selling industry.
Leaders of the DSEF
For advancing the direct selling industry through recent impactful market research and educational initiatives.
The directors of the Direct Selling Education Foundation (DSEF), composed of academic leaders and industry experts, have recently made significant strides in enhancing the direct selling industry through their dedication to education and research. Their latest study, the 2024 Economic Impact Report, provides crucial insights into consumer behavior, market trends, and the economic contributions of direct selling, guiding strategic decisions and industry practices.
The DSEF directors have also launched new educational programs, integrating direct selling principles into university curricula, organizing contemporary workshops, and developing updated resources to promote ethical business practices and entrepreneurship. These recent initiatives have educated thousands of students and industry professionals, reinforcing the credibility and sustainability of the industry.
Architects of the Modern Backoffice – Jason Matheny, Robert Cavitt, Gary Fitzgerald, Sean Smith
For their role in leading technological innovation in the channel.
Several direct selling software suppliers have made significant strides in advancing their solutions to meet the growing demands of the industry. Hussle, under the leadership of Jason Matheny, has integrated advanced AI and behavior-driven tasks into its products, enhancing decision-making processes for direct sellers. Robert Cavitt of Jenkon has spearheaded the development of tools specifically designed for live shopping, social selling, and affiliate marketing in the direct selling space. Exigo, led by Gary Fitzgerald, is expanding globally to meet the increasing demand for enhanced operational efficiency among direct selling companies. Notably, InfoTrax CEO Sean Smith has recently partnered with BigCommerce to offer state-of-the-art e-commerce solutions to the direct selling industry.
These advancements represent significant progress in addressing the unique needs of the direct selling channel and enhancing the overall customer and distributor experience.
