Direct Selling Association Elects 2021 Officers, Directors

June 10, 2021

Washington, DC - Members of the Direct Selling Association (DSA) elected officers and directors to DSA’s Board of Directors.

Officers and Directors are recognized industry leaders who are committed to lead and direct the affairs of the Association.

“DSA is so fortunate to work with a talented and dedicated slate of Directors and Officers,” said Joseph N. Mariano, DSA president. “Grateful is not adequate enough to describe how we feel about the time and effort this diverse board gives to the industry through their commitment to DSA.”

Officers for One-Year Term:

Chairman: Kevin Guest, Chief Executive Officer and Chairman of the Board, USANA

Kevin Guest is a transformational leader who has overseen more than a decade of record sales growth for a publicly traded global enterprise. He has leveraged his strategic vision across multiple countries, including China. Most recently, he effectively navigated USANA’s founder and chairman to a personal transition, resulting in an increase in share price and a positive response from all stakeholders. Kevin has devoted more than 30 years accelerating wide-ranging growth in his businesses, including USANA Health Sciences, which has seen years of economic gains with a cumulative average growth rate of 10.5%. For 28 years, Kevin has collaborated with USANA Founder/Chairman of the Board Dr. Myron Wentz to proliferate USANA into an international conglomerate, with a market cap of over $1.7 billion, that operates in 24 markets with China having grown into its largest global market. As founder of FMG Productions, a media production firm sustaining a national portfolio, Kevin transcended from a USANA vendor to its CEO, Board Director, and now Chairman. He has consistently collaborated with the Board of Directors, and USANA executives to generate short- and long-term corporate objectives for progressive expansion. Kevin produced strategic plans that locked USANA’s brand as a premier nutritional company on a global stage. Delivering exemplary ROI, Kevin has led USANA through transformative growth, shifting from a distributor-driven strategy to a customer-driven model while navigating today’s fast-paced digital world and advancing USANA to an omnichannel strategy.

Vice Chairman: Danny Lee, President and Chief Executive Officer, 4Life

After graduating Magna Cum Laude from the University of Utah with dual degrees in Accounting and Finance (2000), Danny Lee moved to Silicon Valley to work for Arthur Andersen Business Consulting. He returned to Utah for a job at There, he served as Vice President of Finance and Controller and then Senior Vice President, Operations. In 2008, he arrived to direct selling as 4Life Research Chief Operations Officer. In 2016, he took the post of Chief Marketing Officer. In October 2017, he was appointed President and CEO. Today, Lee dedicates his time to elaborating upon 4Life’s decades of success while raising five children with his wife, Tara.

Vice Chairman: Cindy Monroe, Founder and Chief Executive Officer, Thirty-One Gifts

Cindy Monroe is an experienced CEO and entrepreneur who started and built Thirty-One Gifts from inception to several hundred million dollars in sales. Cindy held the CEO responsibilities from the company’s founding in 2003 through June 2020, and she continues to remain on the board and is an active partner in the company, especially working closely with the sales field organization. Cindy’s experience spans from launching a start-up to scaling a high growth business, with a focus on sales, marketing, and product development. Cindy serves on the Nationwide Children’s Hospital foundation board and has been recognized nationally for her work in launching and growing Thirty-One Gifts over 18 years.

Treasurer: David Merriman, Executive Vice President, ACN, Inc.

Dave Merriman serves as Executive Vice President for ACN, Inc., and is responsible for global sales support. He joined the company in 1995, shortly after its inception, as the Chief Financial Officer. For more than 25 years, he has worked alongside the company’s co-founders to promote and expand ACN’s business opportunity. Among his duties, Dave fosters training and support for ACN's independent business owners (IBOs), while also working to promote and expand the company’s compensation plan and support systems for the IBOs. Dave leads the company’s strong Business Ethics program to ensure that customers and IBOs are treated fairly. ACN markets a complete suite of residential and business services including wireless, energy, high-speed Internet, TV, identity theft, security and automation, technical support and payment processing services. ACN operates in 27 countries in North America, Europe, the Pacific, Asia and Latin America.

Immediate Past Chairman: Ryan Napierski, President, NuSkin

Ryan Napierski currently serves as Nu Skin’s president and member of Nu Skin’s executive committee. Prior to his current appointment, he served as president of global sales and operations, president of Nu Skin’s North Asia region and president of Nu Skin Japan.

Since joining the company in 1995, Ryan has fulfilled multiple positions for Nu Skin including vice president of global business development, general manager for the United Kingdom, vice president of European business development, key account manager for United States executives, vice president of business development and chief operating officer for the North Asia region.

Ryan holds a bachelor’s degree in business, a master’s degree in business administration from Duke University and a master’s degree in international business from Goethe Universität in Germany. He also holds positions on many business committees, such as current Chairman of the Direct Selling Association, former Treasurer of both the Direct Selling Association and Direct Selling Education Foundation Boards, and on both executive committees. He also serves on the CEO Council of the World Federation of Direct Selling Associations. In his free time, Ryan loves to spend time with his family, including his three kids. He also loves traveling, skiing, and surfing.

Past Chairman: John Parker, Chief Sales Officer and Regional President West, Amway

John Parker is the Chief Sales Officer, responsible for Amway’s global sales strategy and operations, and oversees distributor incentives and recognition, field leadership development, and global training and education. He is also responsible for Amway’s Russia, Europe, Southern Africa, Australia and New Zealand markets as well as its North America and Latin America regions. Parker reports directly to Amway CEO Milind Pant. He serves on Amway’s Global Leadership Team, Amway’s key executive decision-making body focused on global strategy development and delivering meaningful ABO and customer experiences. He also serves on Amway’s Executive Staff composed of top cross functional executive leaders focused on enhancing company culture, talent capabilities and global market needs. Prior to taking on the role of Chief Sales Officer in 2013, Parker was President of Amway Japan for five years. He also held a variety of leadership positions including Chief Marketing Officer for Amway globally, Vice President of Sales & Marketing for Amway North America and Director of Sales for Amway North America. Parker joined Amway in 1993 as a Distributor Relations Sales Manager. Parker serves on the Board of Advisors for the Richard M. and Helen DeVos Center for Entrepreneurship and Innovation at Grand Valley State University. He is also on the U.S. Direct Selling Association Board and Executive Committee where he previously served two terms as Chairman. In addition, Parker is a member of the Board and Executive Committee of the Direct Selling Education Foundation where he previously served four terms as Chairman. Parker holds a bachelor’s in business administration with a concentration in finance from the University of Notre Dame where he was a member of the varsity golf team.

Directors (for terms expiring in 2023):

Al Bala, President and Chief Executive Officer, Mannatech, Inc.

Alfredo (Al) Bala joined Mannatech in October 2007 as Senior Vice President, Global Sales.

He was then named Executive Vice President, Sales in June 2011. Due to his involvement in Mannatech’s global sales and marketing efforts, in January 2012, Mr. Bala was named Executive Vice President, Sales & Marketing. Mr. Bala was promoted in February 2014 to serve as President International, Executive Vice President, Chief Sales & Marketing Officer. Mr. Bala was named President of the Company in May 2014. In August 2015, he was promoted to CEO. Mr. Bala served as Chief Operating Officer of Britt Worldwide, LLC, one of the largest independent Amway network marketing organizations, from 1992 to 2006. While with Britt Worldwide, his main focus was providing motivation, training and tools for associates in the field in more than 65 countries across the globe. Mr. Bala was also heavily involved in the launch and re-launch of over 60 international markets, including BRICS markets (Brazil, Russia, India, China and South Africa), which propelled the Britt Worldwide international sales volume to more than $500 million. In addition to more than 37 years of domestic and international experience in network marketing, Al’s proven record includes growing a major direct sales organization to $750 million, reaching more than one million people in 60 countries Mr. Bala served as manufacturing plant manager for Bose Corporation from 1983 to 1992. He is conversant and/or fluent in more than 13 languages.

Aaron Eddington, General Counsel, Melaleuca, Inc.

Aaron relocated from Tokyo to Idaho to join Melaleuca in 2012. He focused initially on Melaleuca’s international business prior to stepping into his current rule in 2018. He enjoys the challenge of leading the legal, compliance and quality functions of Melaleuca’s global operations. Prior to Melaleuca, Aaron’s legal practice focused on corporate finance transactions including IPOs, bond offerings, leveraged leasing and M&A as an associate at Simpson Thacher & Bartlett LLP in New York and Tokyo and an Executive Director in the legal department of UBS Investment Bank. Aaron graduated from Harvard Law School in 2001. In his spare time, Aaron maintains 250 acres of farm and range ground raising grass fed beef, organic vegetables and 5 kids.

Dimitri Haloulos, Chief Executive Officer and President, Rodan + Fields

Dimitri Haloulos is the CEO and President of Rodan + Fields, a leading dermatology-inspired skincare brand powered by a direct selling business model and Independent Consultant Community. As CEO and President, Dimitri is committed to strengthening the company’s core direct selling business model to become the industry leading direct seller. This includes a focus on providing a stronger digital experience to meet the needs of Independent Consultants and Customers. Dimitri has over 20 years of extensive omni-channel experience in the consumer-packaged goods and retail space with a track record of successful results. He joined Rodan + Fields in January 2020 as the Chief Growth Officer to innovate and expand the brand in support of advancing the company’s mission of bringing dermatology-inspired skincare to more people. Prior to Rodan + Fields, Dimitri served as the CEO of BevMo! for four years, leading the transformation of the West Coast’s leading specialty beverage retailer. He has also held leadership positions with Procter & Gamble, Albertsons, and Safeway. Dimitri has an MBA from Indiana University, a Bachelor of Science degree from West Point, and served as an officer in the United States Army.

Rick Libby, Chief Executive Officer, Traveling Vineyard

With more than 30 years’ experience working at consumer-based companies in an entrepreneurial role, Rick Libby is the CEO of Traveling Vineyard, where his official title is Chief Grape Stomper. Libby launched today’s Traveling Vineyard (previously known as The Traveling Vineyard) in 2010. Traveling Vineyard is a direct selling organization that first introduced the concept of in-home wine tastings to market its exclusive Traveling Vineyard wines—which are sourced from high-quality vineyards worldwide and regularly earn Gold and Silver ratings from esteemed competitions like the San Francisco International Wine Competition and the World Wine Championships (BTI). Under Libby’s leadership, Traveling Vineyard has grown from hundreds of Wine Guides to now over 4,000 across the United States. Libby's guiding principle is "work hard, be kind," a philosophy passed down to him by his parents and embraced by the entire Traveling Vineyard family.

Andrew Treanor, Chief Executive Officer, The Pampered Chef

Andrew Treanor is the chief executive officer of Pampered Chef, a Berkshire Hathaway company. Before being named CEO in April 2020, Andrew was Pampered Chef’s chief operating officer and was responsible for the company’s global technology and operations, including solutions, supply chain, distribution, and facilities. In this role, Andrew led the company’s expansion of technology solutions for the company’s independent consultants and customers. He played a key role in the company’s transformation into a strong and diverse business with more than 50% of Pampered Chef’s business now coming from digital sales. Prior to joining Pampered Chef, Andrew was division vice president of research and development for CDK Global where he was responsible for engineering for more than 15 of the company’s product lines. Before his work at CDK Global, Andrew was the vice president of research and development at CVR. Andrew earned a Bachelor of Micro-Electronic Engineering from Griffith University in Queensland, Australia.

Tyler Whitehead, Chief Executive Officer, Arbonne

Whitehead has spent the past 18 years in the personal care, nutritional and dietary supplement space in the direct selling industry. Prior to that he was an attorney in private practice specializing in securities, mergers and acquisitions, and finance in highly regulated industries. His recent company experience included executive roles as President, West Region at Nu Skin Enterprises, Inc. overseeing strategic global projects and sales and operations in 36 countries, Vice-President of Sales & Operations Americas and Vice-President & General Counsel. He has been active as a Board Member in the Direct Selling Association (DSA), the Council for Responsible Nutrition (CRN), and the International Alliance of Dietary Supplement Associations (IADSA) along with board positions for a number of companies and community organizations throughout his career. Whitehead received his Juris Doctorate from Willamette University and B.S. in Political Science from Idaho State University. Through his global experience across many cultures and communities, Whitehead draws inspiration from building human connections and learning with others in new and challenging environments – something that carries through both his personal and professional life as a father of 5, spouse and life-partner to another industry-leading and trailblazing CEO (Elizabeth is his inspiration) and still and always aspiring runner, explorer and golfer.

Directors (for terms expiring in 2024):

Jill Blashak Strahan, Founder and Chief Executive Officer, Tastefully Simple

Jill Blashack Strahan founded Tastefully Simple in 1995, offering easy-to-prepare foods as the only consultant and employee. The company grew from humble beginnings-- packing orders in a shed with no running water, to today's multi-million-dollar sales. Jill plays an active role in the day-to-day operations of Tastefully Simple, with significant skills in marketing, sales and training. She and the HQ team successfully led Tastefully Simple’s financial turnaround with a laser focus on cutting expenses, getting back to their core business, simplifying and innovating. She brings passion and energy to the Tastefully Simple team and consultants, inspiring a culture of trust and commitment. Inspired by her dairy farmer father's entrepreneurial spirit and her mother's standards of excellence, she has been honored as a top entrepreneur, mentor and business person. Her book, Simply Shine: Stories That Stirred the Fire, was published in 2007.

Jill lives in Alexandria, MN and her husband, Gary, lives in Beaumont, TX. She quips, “That way he still likes me.” They have a blended family of five adult children and nine grandchildren.

Joe Cannon, President, Young Living

Joe Cannon is president of Young Living Essential Oils. Joe began his career as a law clerk to the Hon. Aldon J. Anderson and then practiced law in Washington D.C. at Morgan, Lewis, & Bockius and Andrews, Kurth. In 1981 he began work at the U.S. Environmental Protection Agency where he was a presidential appointee with Senate confirmation. While at EPA, Joe played an instrumental role in removing lead from gasoline. Joe has been a partner with the law firm Pillsbury, Madison and Sutro. He played a leading role in the acquisition of Geneva Steel from USX Corporation and served as its Chairman and CEO. Joe has also served as the editor of the Deseret News. He served as a trustee of the Salt Lake Olympic Organizing Committee, a member of the United States Holocaust Memorial Council, and as a trustee of the American Enterprise Institute. Joe received his undergraduate and law degrees from Brigham Young University. He and his wife Jan are the parents of seven children and 23 grandchildren.

Vaughn Crowe, Chairman, Princess House, Inc.

Vaughn is a Managing Partner at Newark Venture Partners, a seed stage enterprise software fund. He is an advisor to Wesray Social Investments LP, the family office investment company for Ray Chambers. Vaughn is the Chairman of Princess House Inc., a leading cookware direct sales company. He also serves on the board of Perfectly Posh LLC, a skincare direct sales company. In an advisory capacity, Vaughn leads all direct selling investments for Wesray Social.

In addition to his direct selling board activity, he is on the board of Blue Note Restaurant Group LLC. He also serves as Vice Chair of Newark Beth Israel Medical Center, a RWJ Barnabas Hospital and New Jersey State Investment Council, the governing structure for the State’s $90b+ pension assets. Vaughn was born and raised in Newark, NJ. He received a Bachelor of Arts degree in Political Science and minor degree in African-American Studies from Colgate University. Vaughn completed two executive education courses at Harvard Business School Professional Leadership Development (PLD) and Private Equity and Venture Capital.

Deborah Gibbins, Chief Operating Officer, Mary Kay Inc.

As Chief Operating Officer, Deborah has broad responsibility for Mary Kay’s global corporate strategy, research and development, supply chain, financial operations, and government relations. Deborah is part of executive committees responsible for IT security, enterprise risk management, and facilities planning. Deborah joined Mary Kay as Chief Financial Officer in 2013. Before coming to Mary Kay, Deborah held senior leadership roles within the finance function of PepsiCo’s Frito Lay North America division, including Senior Vice President, Revenue Management and Senior Vice President, Controller. Before her PepsiCo career, Deborah was a senior manager at Arthur Andersen LLP in Dallas. Deborah is a Certified Public Accountant and earned a Bachelor of Business Administration from Southern Methodist University. Cox School of Business named Deborah a “Distinguished Alumni” in 2014, and she is a member of the Cox Executive Board. In 2018, she joined the Board of Directors of Bush Brothers & Company based in Knoxville, Tennessee. An active community volunteer, she served on the board of directors for the United Way of Metropolitan Dallas for ten years and currently serves on the boards of the Jesuit College Preparatory School of Dallas Foundation, the Dallas Chapter of the International Women’s Forum and the SMU Texas-Mexico Institute. She is a member of various civic and professional organizations including the Dallas Assembly and the National Association of Corporate Directors. Deborah and her husband Robb reside in Dallas with their sons, William (University of Georgia junior) and Harry (a high school junior).

Ryan Montgomery, Chief Executive Officer, Reliv International, Inc.

Reliv started in 1988, and as the son of the founders Robert and Sandy Montgomery, Ryan grew up with Reliv. He received a BA in Economics from Vanderbilt University in 1995 and went on to receive his Juris Doctor from Saint Louis University in 1999. Ryan joined Reliv that same year and had several responsibilities including distributor compliance, international development and industry regulation. In 2003, he transitioned from Corporate Counsel to focus on sales and marketing for Reliv as Vice President. Ryan was named President of Reliv in 2012, and in 2018 he was promoted to Chief Executive Officer.

Ryan Reigle, President and Chief Executive Officer, Regal Ware

Ryan is a fourth generation descendent of Regal Ware founder J.O. Reigle. He recently stepped into the role as President and CEO of Regal Ware on March 18, 2021, succeeding his father Jeff Reigle. Ryan began his career with Regal Ware in 2007, serving in various sales and management roles. In 2016 he was appointed President of Saladmaster, overseeing global sales and operations worldwide –growing the division by 20-plus percent; elected to the Board of Directors in 2018; and promoted to Sr. Vice President, Sales in 2019, overseeing all Regal Ware sales divisions. Ryan is a visionary with a proven track record of execution. His strong customer focus and extensive leadership capabilities uniquely position him to successfully implement the company’s strategy while delivering exceptional value to our customers and fulfilling Regal Ware’s mission of enriching life by bringing families together across the world. Ryan is a graduate from St. Norbert College with a bachelor’s in Business Administration & Economics and earned an Executive MBA from Texas Christian University. He currently serves on the Board for the Direct Selling Association (DSA). Ryan resides in Hubertus with his wife, Katie and their daughter, Anna (2), and are excited to welcome their second child in June.

Andrew Schmidt, Managing Director, Amway North America

Andrew Schmidt is the newly appointed Managing Director for Amway North America. He assumed this role in December 2020, following seven years in global leadership positions for Amway. As leader of one of Amway’s top markets, Andrew supports the success of Independent Business Owners and employees in the United States, Canada and Dominican Republic with a passion and proven record of driving growth through innovation. He is focused on helping IBOs build their businesses with customers through better-than-ever product portfolios, customer experiences and rewards and incentives. Andrew has been with Amway since 2013. He joined the company as Director of Growth & Business Development and was responsible for strategy, planning, analytics and market research for the Americas Region. In 2016, he was named Vice President – ABO Incentives within the Global Sales division, where he led the design and implementation of distributor compensation, reward and recognition initiatives. Prior to coming to North America, Andrew served as Vice President – Strategy & Corporate Development. He worked with Amway’s global leadership team to develop and activate long-term strategy through the annual planning process across markets and functions worldwide. Previously, Andrew was a strategy consultant for Mars & Co. in New York and Tokyo. He earned his BSE in Biomedical Engineering from Duke University in 2006. Andrew lives in East Grand Rapids, Mich., with his wife and two children.


For more than a century, the Direct Selling Association (DSA) has served as the national trade association for companies that offer entrepreneurial opportunities to independent sellers to market and sell products and services, typically outside of a fixed retail establishment. In 2020, direct selling took place across the United States, generating $40.1 billion in retail sales and 7.7 million entrepreneurs in the U.S. sold products or services through the direct selling channel, providing a personalized buying experience for 41.6 million preferred customers and discount buyers.

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I have additional questions, who can I contact?

You may contact Adolfo Franco, Executive Vice President.