Kelly Rich
Cedar Hills,UT
Summary
Guided transformative strategies across global sales and marketing landscapes, consistently achieving and surpassing revenue targets. Steered prominent brand transitions, introduced innovative business models, and penetrated key international markets, expanding across 33 countries, further fortifying brand presence and revenue. Demonstrated a remarkable flair for mentoring teams and fostering cross-functional collaborations, resulting in operational excellence and sustained growth. A collaborative, highly inspirational professional who has: Directed the entire transformation from Neways to Modere, setting a direct selling industry standard for non-intrusive social selling. Orchestrated a change management plan, achieving a 5%+ QoQ growth across five consecutive quarters. Successfully launched Taiwan and Hong Kong markets, reaching $1m monthly revenue in under nine months. Devised a pivotal 3-year strategy, targeting an uplift of $150m USD in revenue.
Overview
20
20
years of professional experience
Work History
Sr. Director, North America
New U Life
10.2024 - Current
- Spearheaded a three-year growth strategy to relaunch North America, introduced field development programs and establishing an Account Manager department to support field leadership and drive growth, and managing a call center to assist all field leadership
- Key Skills: No
- America Long Term Strategy, Leadership Programs, Loyalty Program, Interdepartmental Coordination
- Designed and implemented a growth strategy focused on re-establishing the region for overall success
- Established an Account Manager department to successfully support field leadership
Founder | Board Member
Voodoo Roasters Coffee
01.2020 - Current
- From concept to launch, a family-owned business provides customers with Fair Trade and Premium Single Origin coffee
- Developed social media and sales strategy to drive brand awareness and increase revenue
- Created a unique offering to introduce customers to the concept of 'roasted to order' that allows a fresher coffee bean as well as providing better customer experience
- Key Skills: Brand Awareness, Social Media Strategic Planning, Media Relationship Building
VP of Global Sales & Growth
Tranont
01.2024 - 09.2024
- Led global revenue optimization and designed a company-wide rebrand plan, including new compensation plan
- Formulated business campaigns, promotions, loyalty programs and a customer-to-customer model
- Worked closely with all regions, internal teams and Distributors in the field
- Key Skills: Global Revenue Strategy, Product Launch, Loyalty Program, Leadership
- Developed a turnaround global strategy to aid in the next wave of growth in the
- Successfully hired and integrated key team members in the Sales Department
- Established comprehensive global product and business campaign objectives, ensuring growth and retention
Sr. VP of Global Sales
ASEA Global
01.2022 - 10.2022
- Led global revenue optimization and worldwide expansion
- Crafted innovative business campaigns, targeting and securing a younger audience
- Worked closely with all regions, introducing a fresh Affiliate program and elevating customer experience
- Key Skills: Global Revenue Strategy, Affiliate Program Implementation, Cross-Regional Collaboration
- Devised a pivotal 3-year strategy to enhance revenue by $150m USD
- Successfully hired and integrated key team members in Asia and expanded the Sales Analytics team
- Established and met comprehensive global product and business campaign objectives, ensuring growth and retention
- Enhanced team communication and synergy by introducing project management best practices across a 52-member global team
VP of US Sales
Nature’s Sunshine Products
02.2020 - 01.2022
- Oversaw the most significant organizational transformation in a half-century, driving consistent revenue uplift and achieving business growth over five quarters
- Instrumental in guiding a high-caliber Field Development and Marketing team through profound change management shifts
- Key Skills: Organizational Transformation, Change Management, Affiliate Marketing, Team Leadership
- Orchestrated a change management plan resulting in 5 consecutive quarters of growth, the first in 20 years, equating to a 5%+ QoQ rise
- Directed and completed 5200 Snail Mail Education pieces, 2600 personal calls, 30 Social Posts, 62 Webinars reaching 7500 customers/distributors, and 20 Pre-Recorded Training Videos to ease the transition
- Elevated the brand through a successful rebranding initiative, launching a potent affiliate marketing program
Global VP of Field Development
LifeVantage
01.2016 - 02.2019
- Directed high-performing Field Development teams across multiple regions, accountable for 72% of global sales
- Pioneered powerful sales strategies, managed expansive promotions, and launched business and product campaigns to meet revenue benchmarks
- Key Skills: Strategy Development, Global Team Leadership, Revenue Growth Management, Regional Market Expansion
- Achieved the highest revenue in company history, responsible for $162m USD
- Successfully launched markets across Spain, Italy, Germany, Austria, Portugal, U.K., and Belgium
- Developed personalized career plans for each of the 18 team members using a SWAT analysis, with weekly progress reviews to bolster skillsets
- Established a robust leadership development program leading to the successful launch of seven key European markets
Director of Marketing
Modere
04.2005 - 10.2016
- Led Product and Digital Marketing teams during a transformative global business model roll-out
- Achieved all global objectives, ensuring robust support from individual market plans
- Forged key communications among corporate leaders across global markets, emphasizing consistent branding, messaging, and PR activities
- Aligned annual marketing roadmaps with budgetary requirements and facilitated seamless collaboration between Marketing and pivotal internal groups like Executive Management, Operations, Manufacturing, and IT
- Key Skills: Global Business Strategy, Digital Marketing Mastery, Brand Transformation, Cross-Functional Collaboration, Go-to-Market Strategies
- Directed the entire transformation process from Neways to Modere, introducing social selling, revamping company language, packaging, and commission structure, and setting a standard in the direct selling industry for non-intrusive social selling
- Played an integral role in the successful sales strategy, opening offices in Taiwan and Hong Kong, leading to $1m in monthly revenue within nine months of the Taiwan market establishment
- Reset European P&L, achieving all profitability targets and reducing expenses by 15%; streamlined European operations, improving call center service levels from 63% to 90% while adding support in 5 new languages
- Executed a grand global event that attracted 300 Distributors, launching a new makeup category and producing a whopping $250k in sales
Education
Bachelor of Science - Information Technology
University of Phoenix
Phoenix, AZSkills
- Transformative Strategies
- Global Sales & Marketing
- Brand Transitioning
- Business Model Innovation
- International Market Penetration
- Mentoring & Team Leadership
- Media Relationship Building
- Campaign Design
- Affiliate Program Implementation
- Brand Awareness
- Leadership Programs
- Loyalty Program
- Interdepartmental Coordination
- Global Revenue Strategy
- Organizational Transformation
- Change Management
- Affiliate Marketing
- Global Team Leadership
- Revenue Growth Management
- Regional Market Expansion
- Global Business Strategy
- Brand Transformation
- Go-to-Market Strategies
- Business Negotiation
- Operational Excellence
- Collaborative leadership
- Team management
- Policy development
Professional Skills And Competencies
MS Office, Infotrax, Adobe, SAP, Exigo, Cisco, Global Sales Strategy, Marketing Mastery, Brand Transitioning and transformation, Business Model Innovation, Cross-Functional Team Leadership, Digital Marketing, Media, Organizational Change Management, Revenue Growth, Affiliate Marketing, Business Negotiation, Operational Excellence
Personal Information
Available: Open to Travel, On-Site and Hybrid
Timeline
Sr. Director, North America
New U Life
10.2024 - Current
VP of Global Sales & Growth
Tranont
01.2024 - 09.2024
Sr. VP of Global Sales
ASEA Global
01.2022 - 10.2022
VP of US Sales
Nature’s Sunshine Products
02.2020 - 01.2022
Founder | Board Member
Voodoo Roasters Coffee
01.2020 - Current
Global VP of Field Development
LifeVantage
01.2016 - 02.2019
Director of Marketing
Modere
04.2005 - 10.2016
Bachelor of Science - Information Technology
University of Phoenix
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