Ep 77: Authenticity and Hard Work: Keys to Cross-Cultural Success in Direct Selling

On this episode of Direct Approach, Wayne talks with Kenya Vergara Zatarain, an executive leader carrying on her family’s legacy in direct selling. Kenya shares the inspiring origin story of her parent’s company, driven by a vision to improve lives through better health and opportunity. We explore Omnilife’s remarkable 32-year journey expanding across Latin America and into Europe. 

Omnilife ranked number 21 on the 2024 Global 100 List with $633 million in annual revenue for 2023. Kenya explains their strategic approach in each market—understanding cultural needs, tropicalizing offerings and maintaining personal connections. 

Kenya’s upbringing within the company’s culture and values, alongside her professional journey from director of the beauty category to overseeing global marketing and innovation, reflects her deep understanding of the company’s mission. With an academic background from the renowned Savannah College of Art and Design and a multifaceted career trajectory, Kenya’s insights illuminate the core principles and vision that drive their success in Latin America.

Key insights: 

• The founding vision to care for people still guides decisions today.
• Multi-development philosophy invests in the whole person.
• Stores create credibility and face-to-face experiences.
• Sports marketing drives brand awareness and shared values. 
• Next gen leaders balance tradition and innovation. 
• Adapting direct selling to new generations for sustained relevance and profitability.

And more! 

Listen to this podcast below or watch the video.

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