Meet the Young Guns Shaping Direct Selling’s Future

DSN’s 40 Under 40 for 2025

We talk about it all the time—direct selling is evolving. And keeping up with constant change and uncertainty requires companies to be bold, innovative, fearless. It also requires a new generation to step up and step forward to provide the fresh takes and fresh starts the industry so desperately needs.

Who are these trailblazers? And are they ready to reimagine the future of a direct selling channel that fully embraces technology and understands shifting customer and field preferences?

Direct Selling News is proud to report that the answer to those questions is a resounding yes! We asked companies of all shapes and sizes to nominate the young corporate standouts who are poised to become the next generation of legendary direct selling executives.

We were incredibly impressed with the achievements, ambitions and abilities of the nominees. And, after meeting them, we believe the future of the channel is in very good hands. We’re excited to introduce them to you on the following pages. Congratulations to the 2025 DSN 40 under 40!

Natalie Avalos doesn’t just follow trends, she creates them. She joined BELLAME straight out of college and has never looked back. “What she’s accomplished is nothing short of extraordinary,” shared Jan Estes, VP of Sales and Operations. “Natalie is the creative force behind our product and promotional photography and videography, capturing not just images, but emotion, energy and authenticity. Thanks to her efforts, our social media presence has flourished. Engagement is up. Our following has grown, and—most importantly—sales have increased.”

But Natalie’s impact goes beyond aesthetics. She is passionate about training BELLAME’s Brand Partners on the power of social marketing, empowering them to build personal brands with confidence and creativity. Even though Natalie had no prior experience in direct selling, she’s inspired by everything the channel has to offer, particularly the culture of community and connection.

It’s no surprise that Natalie has had such a positive experience—she’s had a phenomenal mentor in BELLAME’s Founder and CEO Melissa Thompson. “I’ve learned so much from her—not just about marketing and leadership, but about integrity, vision and what it means to truly empower others.”

What’s ahead? Natalie looks forward to growing both as a creative and a leader. “I’m passionate about creating meaningful connections and using marketing as a way to inspire, support and uplift others.”

Janessa Barrios understands what makes direct selling so powerful. “Human connection is the heart of this industry.”

In her role as Creative Director, Janessa forges those powerful connections between brand, field and customers. She leads a global design team that brings the Partner.Co brand to life across all platforms. Overseeing everything from product packaging and marketing tools to event branding, incentive trips and swag, Janessa ensures every detail reflects the brand and resonates with the audience.

And her contributions have truly elevated the brand. “Janessa has been instrumental in shaping Partner.Co’s brand identity and creative direction,” shared Katherine Kummer, Partner.Co’s Director of Global Communications. “Under her leadership, Partner.Co achieved significant recognition in 2024, securing dozens of awards for marketing excellence.”

Janessa has worked in the industry for over a decade and loves creating work that supports and empowers a field of entrepreneurs. “I was drawn to the purpose-driven nature of direct selling. Every design, campaign and event have the potential to motivate someone.”

Janessa loves the career she is building and embraces each challenge as it comes—something she would encourage others to do as well. “Direct selling is a unique and fast-paced industry where you’ll often wear many hats—but that’s exactly what makes it so rewarding. You’re not just supporting a brand—you’re impacting lives.”

Laura Brandt leads not by title, but by example.

Mark Bennett, Chief Business and Legal Officer of IDLife explained, “Laura was the very first employee we hired when IDLife was founded. And from Day One, she has been the backbone of our operation; the heartbeat of our brand; and the most influential executive in our company’s success.”

The first to roll up her sleeves and the last to seek credit, Laura serves as President of IDLife and is involved in product strategy, operations, IT, brand development, field growth and long-term vision.

“As a third-generation direct seller, I was practically born into this industry,” Laura explained. “That upbringing didn’t just give me a love for the industry. It gave me perspective. I know how deeply corporate decisions affect the field—both positively and negatively. I’ve seen how the right kind of support can light a fire in someone’s business, and how the wrong kind can unintentionally put it out.”

Direct selling is more than a career to Laura—it’s a calling. “Helping families do life better isn’t just a tagline—it’s the reason I show up every day. I believe the future belongs to companies that simplify the path, elevate the field and prioritize people over profits. The ones who build movements, not just marketing plans. That’s where I see us headed, and I’m proud to help lead the way.”

To say Evan Brengman grew up in direct selling is no exaggeration—he began working at Total Life Changes when he was just 14 years old.

Since then, Evan’s worked in almost every department including accounting, marketing, events and sales. In his current role as the Director of Global Supply Chain, Evan oversees distribution, logistics, procurement and quality control as well as research and development.

As Scott Bania, Chief Communications Officer explained, “Evan manages one of the largest departments at Total Life Changes with enthusiasm and integrity. He has improved efficiencies in the entire global supply chain. He also plays an integral part in event planning and execution.”

His rapid rise can be attributed to unmatched work ethic and authentic passion. “Two things genuinely light me up about direct selling. First, we’re some of the most forward-thinking people in the world, bringing the best products and services to market in ways that truly make a difference. And second, the unmatched opportunities it creates. Network marketing gives everyday people the chance to step into entrepreneurship and rewrite their story. I’m living proof of that.”

Many people spend their entire career looking for the right fit, but Evan knows he is in the right place at the right time. “This isn’t just a job—it’s where I’m meant to be.”

Making people feel valued and connected is something direct selling and Marcus Burgin have in common.

In his current role as Vice President, Finance, Marcus helps Amway deploy capital and operating resources across the globe, supporting all aspects of the Amway business. He oversees day-to-day operations of all West Markets for Amway (The Americas, Europe and Central Asia).

But Marcus is much more than a list of responsibilities. As Andrew Schmidt, Regional President, West Markets explained, “Marcus is a brilliant financial mind, but—more importantly—a fantastic leader. He’s an indispensable advisor, an excellent teammate and a tireless worker. Any team is better with Marcus on it.”

Marcus is passionate about helping others develop and grow and has a proven track record of developing talent at all levels. A philosophy that perfectly aligns with direct selling.

Perhaps Marcus explains it best. “Every person should be uniquely valued. We are hardwired for connection; to celebrate successes and to develop and learn from one another. These shared experiences come to life in direct selling. I absolutely love the combination of entrepreneurialism and teamwork this industry provides.”

Marcus is excited for the future and knows that his lies with Amway. “I have poured into the company, and—in turn—the company has poured into me. Amway is home.”

Athlete. Creative. Visionary. Leader. Over the course of his career, Brian Cameron has worn many hats, but perhaps his most important role is storyteller.

In his current role, Brian leads global marketing strategy, brand identity and communication efforts, working closely with cross-functional teams to address some of the industry’s toughest challenges—especially in the realm of hormone health. In 2025, he is leading New U Life through a complete global rebrand.

Brian was nominated by Ken Shoell, Vice President, Sales. He believes Brian is a rare talent. “Brian is a unique blend of visionary thinker and highly skilled executor. His collaborative spirit is inspiring as he works cross-team to provide the best results. He actively participates in giving and receiving feedback. He is incredibly coachable. These skills—among others—all contribute to the success of New U Life.”

Brian, a former collegiate basketball player, leans into the values he learned on the court and offers this advice to others building a career in direct selling. “Consistency trumps intensity. Anyone can have a good idea, once. Anyone can be brilliant, one time. Anyone can work hard, a little bit. It takes a tremendous amount of consistency to be great at what you do. Show up on time and on target consistently and you’ll change lives by changing your own.”

Erica Campbell is a shining example of just how far initiative, work ethic and a positive attitude can take someone in direct selling.

Erica’s career has grown in tandem with Neora. She’s been at the company from the beginning, starting in customer service. Since then, Erica has developed into a key leader—managing a variety of initiatives and day-to-day activities for several of the company’s global markets.

As Deborah K. Heisz, Co-CEO, shared, “Erica was instrumental in helping coordinate the very successful merger of ACN Korea, which Neora acquired in 2024, with the existing Neora Korea. She took a leadership role in managing all the various facets that resulted in a successful launch of the new combined company. Her knowledge of our business model and the channel in general, as well as her ability to manage large teams through complex initiatives is invaluable to Neora.”

Erica is grateful for the opportunities Neora and the channel as a whole have provided her and credits her willingness to embrace change and embrace new roles as key elements of her success.

She mentions Deborah as a mentor, sharing, “I am always learning something new about the industry through her. What she and the executive team did for Neora and direct selling with the FTC shows you should always fight for what you believe in.”

Andrea Chase is passionate about the future of the planet and the future of direct selling—and she’s devoted her career to protecting both.

As the Vice President of Corporate Responsibility and Social Impact, Andrea’s day-to-day work centers on reducing Arbonne’s environmental footprint; guiding the development of more sustainable products and packaging; and education to ensure every choice drives positive change.

As Bernadette Chala, General Counsel, explained, “I’ve never met anyone more passionate about sustainability and the future of our planet than Andrea. She is gifted in understanding the beauty business and how to make it better through sustainable actions that benefit the company, customers and our world.”

The results are undeniable. Arbonne has become the top-scoring Certified B Corporation company in the channel; reduced plastic packaging use by half; converted to 100 percent renewable electricity at their sites; and integrated sustainability into product development and daily operations. Andrea has proven that purpose and performance can work in tandem.

It’s an experience Andrea finds to be incredibly gratifying. “It’s an honor to help embed sustainability into the heart of Arbonne, empowering our customers, consultants and teams to make more conscious choices and be part of something bigger—and we’re just getting started.”

Taleshia Cherry finds inspiration in direct selling because it allows her to help others achieve their goals. “It’s incredibly rewarding to see how my support and guidance can empower our associates to create positive change in their lives.”

As the Network Digital Experience Manager, Taleshia has led the evolution of the LSEngage platform; overseen the build of a new Associate Office tool; and managed a successful rebuild of every associate marketing site—all in the last couple of years—enhancing the digital journey and business building opportunities for thousands of LegalShield associates.

But it’s her customer-first philosophy and can-do spirit that make Taleshia such an integral part of LegalShield’s success. As Kristi Hudson, VP of Associate Marketing and Incentives shared, “Thanks to Taleshia, our associate digital tools not only perform at a high-level but result in consistent growth opportunities for our business. This was specifically demonstrated in April 2025, when she launched and released a newly imagined mobile app, which not only met the needs of our associates, it also delighted them with new features and capabilities. We can’t wait to see what Taleshia will accomplish next!”

Taleshia tackles every situation with a positive attitude, and her enthusiasm shines through. As she explained, “My job combines rewarding experiences, problem-solving, teamwork and learning—making it a career I truly love.”

Brandon Clark understands the tremendous impact direct selling can have, especially when viewed through the lens of his work at LegalShield.

“LegalShield sits at the intersection of access, empowerment and justice—three things that matter deeply to me,” he explained. “We make the overwhelming feel simple and doable by putting real power into the hands of everyday people. And we deliver that through a model that uplifts entrepreneurs.”

Whether managing key projects or supporting team development, Brandon approaches every challenge with strategic focus and a thoughtful, solutions-oriented mindset. “He is not only a top performer but also a trusted and respected leader among his peers,” shared Ted Vitalo, VP of Business Solutions. “When our team faces tight deadlines or high-pressure situations, Brandon consistently plays a key role in ensuring we stay on track and deliver results. He is a true asset to our team and to LegalShield.”

Brandon feels a deep sense of responsibility to the entrepreneurs he serves. “The direct selling community is made up of individuals who are willing to bet on themselves—who choose the path of personal ownership, often in the face of uncertainty. I see my role as helping to clear a path for those individuals, giving them access to tools, resources and knowledge that can help them build something meaningful.”

Logan Emry has transitioned from saving lives as a firefighter and paramedic to changing them through the power of direct selling.

As Director of Business Development at Bravenly Global, Logan drives growth through strategic partnerships, operations management and sustainable expansion. A visionary leader, Logan oversees key pillars of Bravenly’s growth including supply chain operations, product projections and executive-level planning meetings. He is a true builder of systems, of people and of culture.

Whether streamlining processes for greater efficiency, brainstorming new ways to recognize team wins or initiating cross-functional collaboration, Logan consistently leads with both purpose and practicality.

As Aspen Emry, Bravenly’s Founder and CEO shared, “Logan makes sure that he shines his light on others around him rather than his own achievements. He has a way of looking at an obstacle from many different angles and bringing a variety of possible solutions to the table. Logan is a very strategic thinker and then takes action to get things done.”

Logan grew up in the industry and lists his parents as mentors and inspiration. And he is energized by all the possibilities the channel offers. “There aren’t many industries where anyone—regardless of background—has the tools to build something meaningful from the ground up. Watching people discover their potential; take ownership; and change their families’ futures never gets old.”

Direct selling is in Mason Emry’s DNA. Both his parents built successful businesses in the industry. And, from an early age, Mason saw firsthand how direct selling can unlock potential, provide community and create real change.

In his role as Director of Brand Partner Success at Bravenly Global, Mason travels extensively to support Brand Partners as well as strategizes on recognition, promotions, incentive trips and other key initiatives. He oversees customer service and ongoing education, working to ensure the field always feels valued and heard. A student of leadership, Mason’s ability to connect, motivate and lead others with authenticity has earned him deep respect from both the field and corporate leadership.

“Mason leads with both heart and precision,” explained Aspen Emry, Bravenly’s Founder and CEO. “He is passionate about improving the brand partner and customer experience and is always looking for ways to streamline systems and implement AI-driven solutions. Mason doesn’t just support growth, he drives it.”

His love of direct selling is deeply rooted in his upbringing. “Some of my earliest memories are of crawling around under tables at meetings, listening to stories of transformation and success. That instilled in me a deep passion for helping others achieve their dreams and a lifelong belief in the power of this channel. The sense of community and support is unlike anything else.”

From her first in-person event Jamie Lee Evans felt empowered by the energy and connection found in direct selling.

“The atmosphere was electric, filled with excitement, celebration and an undeniable sense of community,” she remembered. “It was unlike anything I’d experienced before, and it was clear that passion and connection were the driving forces behind everyone there.”

This enthusiasm for the channel shines through in her role as Regional Director for Juice Plus where she leads cross-functional teams spanning business development, marketing and events across multiple European markets, shaping global strategy and driving innovation.

As Gina Ghura, Chief Marketing Officer shared, “Jamie Lee brings a fresh perspective and thinking to all that she does. Her ability to foster new and modern social selling strategies has been key to evolving our business for growth.”

Jamie Lee’s passion for helping others discover their potential makes direct selling the perfect showcase for her strengths. “I thrive in environments where personal connections drive business, and direct sales blends that human element with strategic commercial impact.”

The secret to her success and her advice to anyone embarking on a direct selling corporate career is simple. “Stay close to the field. Building trust and empathy with the field will not only guide your decisions but also help you grow as a leader.”

Jennifer Felder-Smith isn’t just participating in the evolution of direct sales—she’s helping to shape its future.

Jennifer serves as a strategic advisor to the Founders of Crunchi and sits on the executive team, leading cross-functional transformation across strategy, finance and people operations. Her work ensures that Crunchi’s strategic direction is both visionary and grounded. “Direct selling moves fast—that’s part of its beauty,” Jennifer explained.

But what truly sets Jennifer apart is her ability to blend traditional relationship building with contemporary business strategies. As Kelly Kruesler, Crunchi’s Founder and CEO explained, “She understands that while technologies evolve, the human connection at the core of direct sales remains its greatest strength. Over her career, she has consistently demonstrated the transformative potential of the direct selling channel while setting new standards of success.”

Even though the industry is at a crossroads, Jennifer feels the future is full of opportunity. “This industry has always been about transformation. And, right now, we’re at a unique inflection point. Consumer expectations are shifting. Technology is accelerating. And that creates a powerful challenge: how do we stay ahead of the curve while remaining grounded in purpose. That’s the work I love—helping to lead a company that asks bold questions, embraces change and is building a model that honors modernity and mission integrity.”

Jerry Goins began his direct selling career in the field and joined Novae in 2014 as one of its first 100 consultants. From the beginning, Jerry communicated regularly with corporate leadership, suggesting improvements to the website and customer experience.

Ultimately, this led to Jerry joining the corporate team, and his star has only continued to rise in this new, expanded role. Jerry has played a pivotal part in developing and implementing comprehensive training programs that have significantly improved distributor performance and retention. He also serves as a key liaison between corporate leadership and Novae’s distributor network and helps develop strategies that drive engagement and elevate the Novae brand.

Reco McCambry, Founder and CEO, nominated Jerry and calls his impact on Novae “undeniable.” As he explained, “As Director of Marketing and Training, Jerry has consistently exceeded expectations. His ability to learn and adapt quickly is unparalleled, allowing him to navigate challenges with ease and implement innovative solutions.”

Jerry’s journey from distributor to corporate executive has cemented his reputation as a true channel success story, and the uniqueness of the direct selling opportunity continues to fuel his success. “Everyone has the same 24 hours to balance work with experiencing the joys of life. Direct sales blends work with flexibility, helping people build a more intentional and meaningful lifestyle.”

According to Vanessa Gomez, direct selling democratizes opportunity. “If you show up with passion, discipline and a desire to grow, this industry will meet you halfway. For me, it’s been more than a job—it’s been a calling.”

Vanessa currently serves as General Manager for Immunotec in the US, where she leads national sales strategy, field development, growth initiatives and market expansion—all with a strong focus on empowering the Hispanic community.

“My role blends business leadership and human connection. I get to shape the future of our brand while staying closely connected to the consultants who bring our mission of wellness and happiness to life. Being a Latina woman entrusted with leading such a critical region has been both humbling and rewarding.”

It’s a role Vanessa is uniquely suited for. As CEO Mauricio Domenzain explained, “Vanessa is a powerhouse leader who has brought fresh energy, cultural insight and strategic vision to our North American business. Vanessa’s unique skill is seeing both the cultural opportunity and the business potential—and bringing them together with clarity and purpose.”

When asked her best advice for up-and-coming leaders in the channel, Vanessa’s wisdom rang true. “Care deeply. People won’t remember your title or your rank—they’ll remember how you made them feel. Lead with empathy, and the rest will follow.”

Maria Gordoa radiates when she talks about direct selling. “At its core, this industry is for people who love to share, whether it’s an amazing product, an exotic trip, an unforgettable convention or a life-changing opportunity—direct selling is fun!”

That positivity is on full display in her current role of Chief Commercial Officer at JAFRA where she combines two decades of experience in the cosmetics industry with a strong background in business development.

Human Resources Manager Saira Henslee nominated Maria and noted, “Maria’s leadership style fosters inclusivity and empowers team members to excel, aligning with JAFRA’s commitment to creating a positive work environment. She truly stands out!”

Maria’s excited about where direct selling is headed, especially as it adapts to new technology, AI and changing consumer habits. “I think the industry has a big opportunity to grow even stronger as a community and become more digitally savvy, while creating real opportunities for people who value genuine connections.”

For Maria, the heart of direct selling is simple: “I’ve seen it again and again—this model gives people the chance to grow, connect and believe in themselves, just by sharing products they genuinely love. That’s what makes this industry so unique.”

Megan Gregg recognizes the impact Mary Kay has had on generations of women. “I remember my mom having light pink Mary Kay eyeshadow palettes in her makeup cabinet. But it wasn’t until I started doing research for my job interview that I understood the ingenuity of the business model. My passion stems from the desire not to change the channel, but to evolve it in a way that best serves the businesses of our independent beauty consultants.”

As Senior Counsel, Megan protects the Mary Kay business model for all independent beauty consultants. While this sounds straightforward, Megan is required to wear many different hats. Her greatest strength lies in her ability to identify avenues for modernizing the Mary Kay opportunity.

Naisha Covarrubias, VP of the Legal Division, praises Megan’s advocacy of the channel. “Megan embodies a rare balance of innovation and tradition, modernizing the channel while preserving the essence of what this industry was founded on—relationships. She consistently seeks new ways to elevate and modernize.”

Megan finds inspiration in the hard-working distributors who make Mary Kay’s success possible. “Entrepreneurship requires courage and grit—two of the most inspiring qualities a person can possess. I feel privileged to protect their current and future opportunities. They are my ‘WHY.’”

Peter Griscom hasn’t spent his entire career in direct selling—but he has spent his most fulfilling ones in the channel. “I’m in direct selling by choice because it’s about helping people chase their dreams.”

That’s what he does each day as COO at Mannatech—a role he views as being the person to clear the way for the rest of the team. “My job is all about keeping our operations and marketing running smoothly; simplifying processes; reducing waste and bringing in new processes, technology and people to help us perform at our best.”

His contributions have been game-changing for Mannatech—he’s implemented cutting-edge automation and harnessed the power of AI to drive efficiencies across the board from supply chain and logistics to marketing, sales and customer service. As CEO Landen Fredrick explained, “Peter is exceptional at solving complex, high-stakes challenges with a blend of technical expertise and creative problem solving. His strategic vision is matched by his ability to develop scalable, future-proof processes that support Mannatech’s global expansion.”

Peter believes the channel offers hope to people from all walks of life and all levels of experience. “I love how direct selling lifts people up and creates tight-knit communities where everyone roots for each other. Having led companies in other industries, I’m blessed to be in this space.”

Lea Herz became a part of direct selling because of the fair and equal opportunity the channel offers. “This is an industry where your success depends on your effort and dedication. Direct selling empowers people—that drew me in.”

The heart and soul of PM-International’s Communications and PR efforts, Lea’s played a pivotal role in the remarkable growth of the company’s social media presence and is the driving force behind the brand’s strong public image. Lea never misses a beat—she’s always available, always dependable and always ready to respond to any emergency with unwavering dedication.

That resiliency makes her an invaluable asset to Wojciech Foremnik, PM-International’s CMO. “Lea grows strongest when the challenges are toughest. She’s the one you can always count on during emergencies or when something needs to be defended with clarity and integrity. Her approach to direct sales is both modern and visionary, while still honoring the core principles that make this business so powerful.”

PM-International is growing fast worldwide, and Lea is excited for the opportunities ahead. “Working closely with our distributors and sharing their unique journeys has been a privilege and makes my work meaningful every day. I want to keep learning and help the company and our distributors make an even bigger impact.”

Bella Grace’s Founder and CEO Kristina Kajic is an out-of-the-box maverick who looks to the future to create solutions that can be felt both inside and outside direct selling.

Kristina is living her dream—building a direct selling company that combines the best of traditional network marketing with the influencer model. “As CEO I’m privileged to create this vision for Bella Grace, and we continue to evolve as we grow,” she shared.

She is an innovative and resilient leader whose drive and determination inspires a motivated team. “She understands what still works for network marketing and isn’t hesitant to acknowledge what isn’t working. Her urgency for helping entrepreneurs succeed has prompted her to invest in equipping them through innovative products in the wellness space and digital arena,” Head of Sales Jenna Lang Warford explained. “Her vision requires grit—and she demonstrates that daily.”

What excites Kristina? Bringing hope to others. As she shared, “We’ve recently launched in the EU, where I’m from, and this has been incredibly gratifying. Most Europeans haven’t been exposed to as much opportunity as those in the US. Knowing that I can bring financial freedom to so many is what keeps me going through jet lag, a full schedule of meetings and being a mom to two tiny future leaders.”

Alan Rogers Kante’s curiosity is boundless, ranging from microbiology to sci-fi, which fuels his imaginative approach to problem solving and product development. “My focus is designing an organization where motivation is sustainable; creativity is encouraged; and both performance and quality of life are valued.”

As Chief Experience Officer, Alan listens and synthesizes how team members, distributors and customers see, hear and feel the brand, ensuring SeneGence remains authentically relevant in a constantly evolving marketplace.

“I didn’t land in this role by chance,” Alan shared. “Joni Rogers-Kante has been apprenticing me since I was ten. From an early age, I was fascinated by the ‘why’ behind decisions—what drives trust, motivation and curiosity.”

That curiosity has made Alan an inspirational figure to the entire SeneGence family. As Cassie Chitty, Brand Marketing Director explained, “Alan combines sharp analytical thinking with creativity and emotional intelligence. His approach balances strategic innovation with genuine human connection, and his knack for decoding complex consumer behavior has driven SeneGence to launch products that truly elevate the customer experience.”

Alan has spent not just his adult life but his formative years in and around the channel, an experience that has shaped his career’s trajectory. “Leaders in direct selling are able to outgrow limitation; show up with consistency; and do the hard internal work—that’s deeply motivating to me.”

Katherine Kummer’s work at Partner.Co represents what strategic communications leadership can achieve in direct selling.

In her role as Director of Global Communications, Katherine leads the strategy and execution of worldwide communications, including corporate messaging, social media, executive PR, recognition content, promotional campaigns and brand storytelling. She oversees a creative, agile team that brings Partner.Co’s mission to life across every channel and touchpoint.

Katherine’s leadership and commitment to innovation has made her indispensable to Vivian Chung-Patterson, Senior Vice President of Global Marketing. “Tasked with launching Partner.Co as a brand-new company, Katherine led the development of the brand voice, mission, values and external-facing culture, executing a seamless transition that energized existing Brand Partners while attracting top new leaders. Under her leadership, Partner.Co garnered over 101 awards in 20 months; established its executive reputation through industry features; and launched dozens of celebrated field and product education campaigns.”

Katherine’s unique talent lies in anticipating organizational needs and building communication strategies that inspire the field and drive measurable business results. She combines creativity with analytical rigor, leading a high-performing team that thrives on collaboration, innovation and excellence.

Her advice to other young corporate executives entering direct selling? Start with empathy. “The more you understand the people you serve—their hopes, dreams and struggles—the more impactful your work will be.”

Mayam Lillard has found that direct selling gives her the freedom to embrace adaptability, maintain an open perspective and just roll with the punches—something she encourages everyone to do when writing their own success story in the channel. “In this dynamic and constantly evolving industry, the capacity to pivot swiftly is essential.”

As the current Director of Marketing Strategy, Mayam spearheads both daily operations and long-term strategic vision across planning, creative development and execution. Her journey with JAFRA began in December 2018 as a Marketing Planner, and by proactively embracing opportunities, she’s progressed to Director.

Mayam’s skills and talents are huge assets to the company. As Maria Gordoa, Chief Commercial Officer explained, “Beyond her strategic brilliance, Mayam is a collaborative leader who listens, adapts and empowers those around her. She brings a balanced mindset of creativity and precision, making her an invaluable asset to JAFRA’s growth and future.“

Mayam sees a bright future ahead for herself and is incredibly motivated to succeed. “The opportunity direct selling provides for individuals from all walks of life to forge their own success and define their own path is incredibly inspiring. Engaging with our field consistently leaves me energized and deeply committed to providing them with the highest quality products and the most empowering opportunities in the market.”

When Ernst Lundberg looks back on his choice to join Oriflame in 2021, he considers it his best professional decision so far. “It opened up a whole new world of purpose-driven work and meaningful impact.”

As Senior Vice President and General Manager of Oriflame Mexico, Ernst’s role is to define and execute the strategic direction of one of the company’s largest and most dynamic markets. He’s had the opportunity to work across multiple areas of the business including sales, strategy and business development.

But even more impressive is the spirit of teamwork and fun Ernst brings to the Oriflame table. As Niclas Palmquist, Chief Commercial Officer, explained, “With a big heart and even bigger ideas, Ernst brings creativity into every corner of the business, turning challenges into chances to shine. Ernst always brings authenticity, energy and a touch of magic to everything he does.”

Ernst most enjoys the variety and balance the industry offers. “One day you’re deep in strategic planning in the office. The next you’re out in the field, connecting with brand partners. That keeps the work dynamic, meaningful and constantly inspiring.”

And while Ernst loves the industry, it’s clear the industry loves him right back. As Niclas shared, “Ernst is the kind of person who makes the work feel like more than just a job.”

Red Aspen’s origin story represents a dream fulfilled. It’s the brainchild of Co-Founders Jesse McKinney, Genie Reese and Amanda Moore who built the company from the ground up.

In her role as Co-Founder and CEO, Jesse leads the strategic vision of the company, working closely with her team to bring innovative beauty products to market through Red Aspen’s community of brand ambassadors, empowering them to be the best versions of themselves.

But Jesse’s greatest strength isn’t the fact that she is a leader—it’s the type of leader she’s become. “Jesse is genuinely so kind and thoughtful,” shared Amanda Hammond, Creative Senior Director. “She’s makes you feel truly seen, appreciated and heard.”

Jesse’s affinity and compassion for people make her an ideal leader for a growing direct selling company. “I was immediately drawn to the way direct selling blends personal connection with entrepreneurial opportunity. I believe in the magic of peer-to-peer selling and the deep community it creates.”

While Jesse’s journey is uniquely hers, it also provides a blueprint for others. “I got here with a mix of gut instinct, grit and an unwavering belief in the power of female entrepreneurship. We founded Red Aspen with a mission to inspire women to stand up, stand out and stand together—and that mission continues to fuel everything we do.”

What makes direct selling unique is also what speaks the most to Alexandre Noel. “In our industry, success comes not just from strategy, but from empathy, authenticity and a deep respect for the entrepreneurial spirit.”

We all know direct selling is—at its core—a people business. Alexandre enjoys the opportunity to work with people as they seek personal and professional growth. “It’s incredibly fulfilling to help others reach their goals and create success on their own terms.”

Alexandre achieves this as EMEA Business Development Director (Europe Middle East Africa) at LifeWave where he is responsible for identifying and supporting new and existing business opportunities across the region. His primary focus is on developing strategic partnerships and expanding market presence.

Forward thinking, dependable and deeply engaged, Alexandre is on track to become one of the channel’s next generation of leaders according to Claudia Harteneck, VP of European Sales. “Alexandre has a natural ability to inspire and plays a pivotal role in guiding LifeWave through an evolving marketplace. His charm—and his French accent—makes Alexandre a pleasure to work with and a trusted mentor for others.”

LifeWave is thriving, and Alexandre knows he has found his professional home. “I’m proud to be a part of this momentum and look forward to contributing even more as we expand our presence across EMEA and beyond.”

Lucia Palacios has always been committed to helping others—her career in direct selling is a natural extension of that. “Growing up, I saw women around me use direct selling to achieve their goals and contribute financially to their households. It left a lasting impression on me. I’ve seen this channel change lives.”

In her role as Field Training Manager with Princess House, Lucia plays an active part in harnessing the power of direct selling. She develops, launches and presents training strategies, including a shift to a new back-office platform, the launch of Princess House Mexico and a new consultant onboarding experience.

Maricarmen Perales, National Sales Director praises Lucia’s ability to deliver beyond expectations while cultivating a positive, solution-oriented work environment. “Lucia champions simplification—not as a buzzword, but as a powerful method to drive clarity, efficiency and results. Lucia is not only a consistent high performer but also a force multiplier, elevating those around her with her collaborative spirit and inclusive leadership style.”

Lucia demonstrates this in the deep passion she feels for the industry. “Direct selling empowers women of all backgrounds to pursue their dreams. I’m proud that Princess House has impacted the Hispanic community with its opportunity. I’m inspired by it on a personal level, and that fuels my commitment to helping others achieve their dreams.”

Genie Reese has always had a passion for product innovation and brand development and feels fortunate to be able to do what she loves every day as Co-Founder and Chief Strategy Officer at Red Aspen.

“I lead our Product and Creative teams at Red Aspen, where I get to blend strategy and storytelling to create meaningful brand experiences,” she shared. “My role has evolved as Red Aspen has scaled. It’s been a journey of bold ideas, fast pivots and relentless growth—and I wouldn’t trade it for anything!”

It’s a role that is tailor made to Genie’s strengths. As Amanda Hammond, Creative Senior Director, explained, “Genie’s dedication to product strategy, supply chain operations and creative branding has allowed Red Aspen to grow tremendously in a short amount of time. Genie continues to be a driver of growth and development amongst the internal team at Red Aspen alongside her Co-Founders Jesse McKinney and Amanda Moore.”

Genie grew up on the periphery of direct selling and has always believed in the power, potential and purpose of the channel—and that belief is at the heart of Red Aspen’s mission. “It’s not just about beauty products—it’s about building confidence, independence and community. Helping women write new chapters in their lives? That’s the work that fills my soul.”

Laura Rivet knows that there’s never a boring day in direct selling. “I’m inspired by the people, the diversity and the dynamics. I love seeing people realize their own potential and step into leadership roles they never imagined for themselves. It’s very fulfilling.”

It’s something she gets to do every day in her role as Head of Sales for Eqology. Laura leads sales strategy and works closely with both field leaders and the corporate team to drive growth, engagement and momentum. Her role bridges strategic planning with people development as she helps distributors grow their businesses.

CEO Roar Arnstad has come to rely on Laura’s expertise and enthusiasm. “Laura has many years of experience in the direct selling channel and has been Head of Sales at Eqology for six years. She works closely with top network leaders to facilitate strong bonds between corporate and the field. We’ve also come to rely on her preparation and execution of field events, which she handles flawlessly. Laura is truly an integral part of our success.”

Laura has found a home in direct selling, and it’s one she cherishes. “Being a part of direct selling feels like being a part of something bigger than yourself. What makes this industry special is the visible impact we can make in people’s lives. That inspires me every day.”

When asked what drives her, Sanita Rizvic said, “Why follow trends when you can set the standard?” It’s this mindset that has strengthened Immunotec’s footprint and created a brand consultants can proudly represent.

As Director of Marketing and Branding, Sanita leads the strategy behind how Immunotec presents itself to the world—from the campaigns they launch to the experiences they create for customers and consultants. “My job is to ensure that every moment with our brand feels intentional, inspiring and true to who we are,” Sanita explained.

CEO Mauricio Domenzain heralds Sanita as the driving force behind how Immunotec tells their story. “Sanita believes that branding requires a seat at the table—and because of that, brand has become an active voice in shaping company direction, customer and consultant experience and product development. She’s forever curious—never afraid to question, understand and challenge past narratives in pursuit of something better. That mindset has pushed the brand—and all of us—to not only fit our industry but to help reshape it.”

Playing a role in the future of the channel is something Sanita finds inspiring. “My goal has always been to show the world that direct selling is not just relevant—it’s resilient. It’s a modern, personalized approach to doing business that prioritizes relationships. And that’s something worth building the future on.”

According to Guillem Vidal Roca, it was love at first sight when he discovered direct selling. “The methodology, values, mission and vision that inGroup brings to the world is unmatched. I can’t compare it to any other opportunity.”

In his current role as Field Communications Director, Guillem’s main priority is to be a conduit between corporate and field. His mission is to help grow the sales force and partner with them to increase production and sales in all Spanish-speaking markets.

It’s a position where Guillem sees amazing potential for momentum and growth. “We are in a very sweet spot and will undoubtedly position ourselves as a billion-dollar company soon. I look forward to supporting our sales force for decades to come.”

Guillem was nominated by Doug Corrigan, Chief Marketing Officer, who has come to rely on his drive and professionalism. “Guillem is an effective, love-centered leader who brings strong diverse professional experience to the channel,” Doug shared. “His adaptability, accessibility and calm temperament earn consistent praise from both the field and corporate teams.”

When it comes to what the channel has to offer, Guillem is grateful. “Direct selling has helped me reach goals in all aspects of my life—financially, personally and professionally. The opportunity is in your hands—it’s up to you to move from ordinary to extraordinary.”

Julia Santosuosso epitomizes this powerful quote from Mary Kay Ash: “I’ve often said that we are doing something far more important than just selling cosmetics; we are changing lives.”

Julia leads Global Social Impact Programs under the umbrella of “Pink Changing Lives,” designed to elevate Mary Kay’s philanthropic legacy and enhance its corporate reputation worldwide. Mary Kay has donated $230M globally benefiting over 3,300 organizations and serving over four million women and families. Julia also manages Domestic Violence and Cancer Research grant programs as well as strategy and day-to-day operations for the Mary Kay Ash Foundation® in the US. Finally, Julia advances Mary Kay’s “Young Women in STEM” program helping young women pursue their dreams around the globe.

But, as Virginie Naigeon-Malek, Corporate Communications, CSR and Sustainability explained, Julia is far more than a list of accomplishments. “Julia balances hard and soft skills like no other. She is humble—a leadership trait often overlooked. And she’s always consistent and dependable, building her professional reputation by providing amazing customer service.”

Julia genuinely cares about others’ journeys and successes. When asked what she loves most about direct selling, she replied, “Empowering women. Whether she starts a business for supplemental income, flexibility, a sense of purpose or community—direct selling allows women to cultivate success in a way that works at any stage of li

Hope Shortt is excelling in her corporate role but will never lose sight of where she got her start. “No matter how far I grow, or what seat I take, my roots will always be in the field. That perspective fuels everything I do. I believe it’s key to building something truly sustainable and impactful.”

Hope serves as the Director of Sales and Field Development at Jordan Essentials, where she focuses on building field-driven strategies that grow sales, strengthen leadership and enhance communication.

“This role is deeply personal to me. My journey started in the field, where I spent over 15 years as a top-ranking consultant and team leader. That gave me a front-row seat to both the magic and the challenges of direct selling. Now I get to bring a unique perspective to the table—one rooted in real field experience and fueled by a deep belief in the power of this channel.”

Founder and CEO Nancy Bogart considers her a game changer for her field. “Hope has stepped into her corporate role with a deep understanding of what consultants truly need to succeed. Since her arrival, she has driven double-digit growth, introduced innovative tools like texting parties and inspired our field with practical, modern approaches to growing their businesses. Hope doesn’t just lead with skill—she leads with soul.”

David Sierra discovered direct selling in college, but what started out as a student job quickly became a meaningful career. “I began to learn about the model; the quality of the products; and—most importantly—the incredible people behind the business. This industry changes lives, empowers families and gives people the tools to chase their dreams.”

As General Manager Mexico at Stanhome, David is responsible for the overall operations of the business, including sales, marketing, finance, logistics, procurement, R&D and IT. His role includes challenging the status quo; identifying opportunities and risks; building clear strategies; and prioritizing the investments and actions that impact the business.

David was nominated by Lorena Maraboto, Human Resources Director, who values his strong leadership qualities. “David inspires people. His approach is to get the best of every person and situation. He’s an outstanding leader.”

It’s a role David is comfortable leaning into. “More than anything, I see myself as a coach—someone whose job is to unlock the potential of others.”

Direct selling has given David a sense of purpose and fulfillment that he hopes to share. “I believe there are three guiding principles in direct selling. If you dream big, give your best and always aim to do good—you won’t just build a great career, you’ll build a life with purpose and meaning.”

Hanieh Sigari embodies a deep-seated commitment to fostering community, empowering entrepreneurship and championing the idea that everyone has the potential to rewrite their personal narrative. In her view, direct selling is not merely a business model but a vehicle for transformation.

As the Founder of EllieMD, Hanieh guides the company’s mission to shift from a reactive “sick-care” model to one grounded in prevention, healing and human connection. It’s a very personal mission for her—one that began when she was a girl.

Hanieh lived in a neighborhood filled with elderly residents who quickly became her best friends. But unfortunately, she began losing them one by one. “That kind of grief leaves an imprint,” Hanieh explained.

It led her to study biochemistry and gerontology, ultimately building a home-care company for Alzheimer’s and dementia patients. Eventually, Hanieh realized you must start sooner—with prevention, education and access. “That’s what led me to launch one of the first personalized telehealth skincare companies and later EllieMD, a longevity company built on science, soul and the strength of community.”

After spending years inside the healthcare system, Hanieh believes the greatest medicine is empowerment—when people are educated, supported and seen. Hanieh’s vision motivates her team to follow her inspirational lead. As CSO Jennifer Harmon shared, “Hanieh’s an innovator, emotionally intelligent and leads with her heart.”

As the daughter of entrepreneurs, Katelin Spielmaker witnessed firsthand the heart and soul that it takes to build something from the ground up. “I watched my parents pour their energy into creating a better future for our family, and I carry that perspective with me every day. It’s why direct selling inspires me so deeply—I see that same spirit in the Amway IBOs I work with.”

In her role as Director of Leader Growth Solutions, Katelin leads a team of account managers who partner with IBOs to drive sustainable growth. She has a knack for motivating, building trust and developing deep relationships. Whether it’s tough conversations or celebratory conversations, she’s constantly helping others move forward more effectively through her actions and words.

Katelin never sees problems—only solutions. “Her emotional intelligence is off the charts,” shared Andrew Schmidt, Regional Manager, West Markets. “She constantly builds others up, creating joy in the lives of so many people through her positive and giving personality.”

Katelin believes leadership is about being authentic in every interaction. “To me, this means being dependable, showing you care and owning your responsibilities. Celebrate the wins with your team and be there to support them through challenges. When you lead with empathy, you build trust, and that’s the foundation for meaningful impact and growth.”

Eva Stensland discovered direct selling when she joined Juice Plus in 2021. She was immediately drawn to the strong sense of community and entrepreneurial spirit of the channel. “The channel offers a completely different way to approach consumer engagement and brand building. I’ve become a true advocate for direct selling.”

As Director of Global Category Marketing, Eva leads the innovation and portfolio strategy across multiple markets. She brings discipline and clarity to the product marketing team and most recently played a critical role in bringing the new Juice Plus Superfood Powder to market.

Eva is building and growing a strong team and serves as a mentor with a can-do approach that encourages and inspires all those around her. As Gina Ghura, CMO explained, “Eva has made a profound and measurable impact since joining Juice Plus, most notably since being promoted to her current role. Her ability to toggle between multiple business critical projects is unmatched.”

Although new to the channel, Eva would encourage anyone thinking about a corporate career in direct selling to take the plunge and offers the following advice, “Stay curious. Take the time to understand the channel, the people in the field and the customers they serve. Listening to their stories, challenges and needs will help you deliver brands and products that make a difference in their lives.”

Tatiana Wegzyn is a travel industry veteran but new to direct selling. Joining inGroup and the channel has been a boost to her personally and professionally. “This is more than a perfect fit. inGroup aligns with my passion of helping people expand their horizons and explore the world.”

As the Commercial Partnerships Manager, Tatiana creates, maintains and broadens relationships with existing and potential cruise lines, hotels and other strategic travel sourcing partners. But Tatiana’s talents go beyond a simple list of responsibilities. “She’s truly a rising star in our company,” explained CMO Doug Corrigan. “A natural at the front of the room, she brings confidence, presence and high standards to every engagement. Tatiana is also vibrant and fun—she exudes joy and energy.”

Although this is Tatiana’s first job in the direct selling space, she has quickly discovered everything the channel has to offer. “The most exciting and fulfilling part of direct selling is the ability to impact millions of lives and open the doors to travel for people from every corner of the planet.”

Tatiana has found a home in direct selling and she’s looking forward to the future. “I’m excited to not only grow in my role and company, but also continue to travel the world, experience various cultures and meet inGroup members from every corner of the globe.”

Whether he’s crafting field strategies, coaching leaders or championing new initiatives, Stephen Whitwell leads with empathy, clarity and unwavering positivity. “I have made it a personal mission to grow and develop myself into the best leader I can be.”

In his role as VP, Stephen leads the NeoLife Field Development and Events Team in North America and Europe. He is responsible for field activities, recruiting, incentives, events, trainings, recognition and overall leadership of the distributor base. Along with leading the field, Stephen is also tasked with growing, developing and leading the internal Field Development Team.

Stephen shows up for his teams—both internal and external—every day with enthusiasm. “He exemplifies everything you’d want in a next-generation leader,” shared Kendra Brassfield, CEO. “Stephen brings a remarkable work ethic, a contagious spirit of optimism and a leadership style that uplifts and encourages everyone around him. His impact goes far beyond performance metrics. It’s felt in the energy he brings; the trust he builds; and the culture he helps create.”

A profound respect for the field and deep belief in direct selling are the two traits that motivate Stephen to give his all. “Distributors need the best from us each day, so they can have the best opportunity for success. That’s what they deserve. I’m so proud to be a part of direct selling.” 

From the July/August 2025 issue of Direct Selling News magazine.