AdvoCare International, LLC announced the promotion of Christina Helwig to the role of Chief Executive Officer. Helwig joined the AdvoCare leadership team in 2013 and has served in a number of executive roles across divisions within the company. Most recently, in her role as Chief Marketing Officer, Helwig led the company’s marketing efforts to explore new distribution channels for its health and wellness products.
In 2015, her strategic leadership was instrumental in the company’s successful shift from a multi-level marketing structure to a direct-to-consumer model. This experience, combined with her ongoing results-driven decision-making, has honed a leadership style that readily adapts to changes in the marketplace and looks for growth opportunities.
“It’s become an anchor for us to say that we have to be in a constant state of evolution as a brand,” Helwig said. “Even though we faced great change five years ago, I think ‘change’ can be a scary word to people. I’d like to really just challenge us internally and within our distributor base to see a philosophy of change as part of every day. I want us to consider how we can look at change as a good thing, rather than a negative.”
Helwig is the first female CEO in company history and will usher in a new era for the brand, driving growth through innovation and expanding audience reach through an omnichannel strategy. AdvoCare ventured into its first third-party marketplace almost two years ago with Amazon and is continuing to increase that effort—most recently with a launch on Walmart.com. Helwig says her team is also exploring and preparing for a launch on social commerce, like TikTok and Meta.
“Direct sales has been and always will be one of the channels we use to share our great products, but we are looking at different channels, too,” Helwig said. “A lot of people are curious about the wellness space, and we need to find new ways to get our products to more people. How we’re going about doing that through an omnichannel strategy is really my number one goal and focus moving forward.”
