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.

View Full Article in:

Advertising Age (tiered subscription model)

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Director - Digital Ad Sales Systems
Discovery Communications
New York, NY
Director of Sales, East Coast
DeviantART
NY, NY
Product Marketing Consultant
Sand Cherry Associates
Philadelphia, PA
Coordinator, Mobile Marketing Center of Excellence
Interactive Advertising Bureau
New York, NY
Sales Manager
mGage
Multiple Locations, SL_Multiple Locations