Amway CMO Candace Matthews on marketing like a CPG brand

02/18/2013 | Advertising Age (tiered subscription model)

Coca-Cola and L'Oreal veteran Candace Matthews is the chief marketing officer behind the recent success of direct seller Amway. The company's sales rose 4% last year to $12.3 billion, keeping the Alticor company on the torrid pace that helped it surpass Avon as the top direct seller in 2011. Matthews attributes that success to understanding "the role marketing plays in our direct-selling context. It was not to change Amway into a [consumer packaged goods] company, [but] bring the disciplines of a CPG company to our business model," she says in this interview.

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