Direct Selling Association Elects 2022 Officers, Directors

June 29, 2022

Washington, DC—Members of the Direct Selling Association (DSA) re-elected Officers and elected new Directors to the Association’s Board of Directors volunteer positions. The Board Officers will each serve one-year terms in their elected positions, and Directors will each serve three-year terms.

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

“DSA is honored to work with this highly impressive slate of Directors and Officers, and I am grateful for their service,” said Joseph N. Mariano, DSA president. “Each Officer and Director brings unique skills and experiences to the Board which creates a diverse environment fostering growth and innovation as the industry continues to expand into new areas.”

Officers for One-Year Term:

  • Chairman: Kevin Guest, Chief Executive Officer and Chairman of the Board, USANA Heath Sciences, Inc.
  • Vice Chairman: Danny Lee, President and Chief Executive Officer, 4Life Research
  • Vice Chairman: Cindy Monroe, Founder, Thirty-One Gifts
  • Treasurer: David Merriman, Executive Vice President, ACN, Inc.

Directors (for terms expiring in 2025):

  • Nancy Bogart, Founder & Chief Executive Officer, Jordan Essentials
  • Steve Bosson, President of Sales, The Avon Company
  • Jonathan D. Gelfand, Executive Vice President, Business and Legal Affairs, Team Beachbody
  • Jason L. Groves Esq., Executive Vice President, General Counsel, & Corporate Secretary, Medifast
  • Asma Ishaq, Chief Executive Officer, Modere USA, Inc.
  • Ibelis Montesino, Senior Vice President & Managing Director, North America Region, Herbalife Nutrition
  • Ben Riley, President, Young Living Essential Oils
  • Mark Stastny, Chief Marketing Officer, Scentsy, Inc.
  • Connie Tang, Executive Vice President and Chief Global Growth & Customer Experience Officer, Nu Skin Enterprises


For more than a century, the U.S. 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 2021, direct selling took place across the United States, generating $42.7 billion in retail sales and 7.3 million entrepreneurs in the U.S. sold products or services through the direct selling channel, providing a personalized buying experience for 44.6 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.