Direct Selling Association Elects 2023 Officers, Directors

July 18, 2023

Washington, DC—Members of the Direct Selling Association (DSA) re-elected officers and elected directors to the Association’s Board of Directors. 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 and thankful that this talented group of company executives will work as part of Association leadership on behalf of all of direct selling,” said Joseph N. Mariano, DSA president.

Officers for One-Year Term:

  • Chairman: Danny Lee, President & Chief Executive Officer, 4Life
  • Vice Chairman: Cindy Monroe, Founder, Thirty-One Gifts
  • Vice Chairman: Joni Rogers-Kante, Founder & Chief Executive Officer, SeneGence International
  • Treasurer: David Merriman, Executive Vice President, ACN
  • Immediate Past Chairman: Kevin Guest, Executive Chairman, USANA Health Sciences
  • Past Chairman: Ryan Napierski, President, Nu Skin Enterprises


  • Jill Blashack Strahan, Founder & Chief Executive Officer, Tastefully Simple, Inc.
  • Marjorie Fine, Director of Shaklee Corporation, Shaklee
  • Paulo Moledo, Chief Executive Officer, Hy Cite Enterprises, LLC
  • Ryan Montgomery, Chief Executive Officer, Reliv International, Inc.
  • Nathan Moore, President, Global Sales & Marketing, Mary Kay Inc.
  • Ryan Reigle, President & Chief Executive Officer, Regal Ware, Inc.
  • Andrew Schmidt, Managing Director - Amway North America, Amway


  • Nancy Bogart, Founder & Chief Executive Officer, Jordan Essentials
  • Jonathan Gelfand, Executive Vice President, Business and Legal Affairs, BODi
  • Jason Groves, Chief Legal Officer, Medifast
  • Asma Ishaq, Chief Executive Officer, Modere USA, Inc.
  • Randall Popelka, Vice President, Global Government Affairs, Herbalife
  • Ben Riley, President, Young Living
  • Mark Stastny, Chief Marketing Officer, Scentsy, Inc.
  • Connie Tang, Executive Vice President and Chief Global Growth & Customer Experience Officer, Nu Skin Enterprises

Directors (for terms expiring in 2026):

  • Marc Ashley, President & COO, Market America, Inc.
  • Al Bala, CEO & President, Mannatech, Inc.
  • Steve Fife, President & CEO, LifeVantage
  • Dimitri Haloulos, CEO, Rodan+Fields
  • J. Andrew Law, Deputy General Counsel, Melaleuca, Inc.
  • Heidi Leist, Founder & CEO, Lemongrass Spa Products
  • Liza Maldonado, Head of US Direct Selling, The Avon Company
  • Ben Rogers, EVP & General Counsel, Primerica


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 2022, direct selling took place across the United States, generating $40.5 billion in retail sales and 6.7 million entrepreneurs in the U.S. sold products or services through the direct selling channel, providing a personalized buying experience for 41 million customers.

  • Publishing

I have additional questions, who can I contact?

You may contact Adolfo Franco, Executive Vice President.