Tuesday, November 13th

10:45 a.m. – 11:45 a.m.

A Reputation Transformed and Direct Selling’s Future: Implementation of the Direct Selling Consumer Protection Council

Topic : Legal and Communications

DSA is moving the bar for an ethical marketplace in the industry. Beginning in 2019, Working with Council of Better Business Bureaus, the Direct Selling Self-Regulatory Council will serve as a third party self-regulation body for all direct selling companies. Key tenets of the program will be application of standards in the areas of income representations and product claims made by companies and their salespeople regardless of DSA membership. Key executives responsible for developing and implementing this program will speak to the structure, standards and approach to become a premier self-regulatory body.

Lee Peeler

Executive Director

Council of Better Business Bureaus


Dave Merriman

Vice President

ACN, Inc.

Peter Marinello

Director of the Electronic Retailing Self-Regulation Program and Vice President

Council of Better Business Bureaus

Jared Blum

Code Administrator

Direct Selling Association

10:45 a.m. – 11:45 a.m.

Building a Compliance Culture: New Strategies to Make Compliance Your Competitive Advantage

Topic : Salesforce Development

Direct selling’s personal touch – one made directly from distributor to consumer – is unique among the array of touchpoints in any go-to-market strategy. While one-to-one contact from the millions of direct sellers to individual consumers is direct selling’s greatest advantage, it also poses our greatest vulnerability: our brands’ touchpoints are more out of management’s reach than ever before. Companies can build a compliance oriented culture with a strategic balance of education, enforcement and encouragement. This session will explore how, in a world where compliance is vital to your reputation, companies can engage and empower their field to get ahead while doing the right thing.


Delilah Rodriguez Navarrete

Director of Business Integrity Group & Corporate Affairs


10:45 a.m. – 11:45 a.m.

Envisioning your Future and Charting your Course: Questions and Answers

Topic : Communications and Marketing

Expanding on his main stage general session presentation, Mike Walsh will help participants find new ways to compete against the market disruptors and reimagine their roles and reinvent the way they make decisions.  Participants will have their questions answered by a leading Fortune 5000 consultant with an expertise in charting company strategies for redesigning their approaches and ensuring they are primed to thrive in today’s highly dynamic market.

Mike Walsh CEO of Tomorrow Headshot

Mike Walsh



10:45 a.m. – 11:45 a.m.

2018 Tax Cuts and Jobs Act (TCJA) Panel

Topic : Tax

The historic Tax Cuts and Jobs Act has made major changes to areas of the tax code and may have an impact on your company’s independent contractors. Hear from leading experts about what your salesforce should know now and for next year’s filings.

Patrick Hollrah

General Counsel

Coalition to Promote Independent Entrepreneurs

Joe DePetris

Certified Public Accountant

One Source Tax Management LLC

10:45 a.m. – 11:45 a.m.

The Amazon Effect

Topic : Technology and Operations

So much about the future is unclear, but one thing is not: direct selling’s number one competitor for customers going forward is online retailing. The best online retailers have set new standards of service by providing instant online access and service on a 7/24 basis and the buying public are quickly coming to expect the same level of service from all product and service retailers including direct sellers. This session will explore the strategies and innovations direct sellers are employing to compete in the age of the always-on, on-demand consumer.  This session builds upon a conversation on this important topic from the main stage at last year’s Fall Conference, offering attendees the opportunity to measure the past year’s continued growth and adaptation.

Alan Luce

Senior Managing Principal

Strategic Choice Partners, LLC

Michael R. Solomon, Ph.D.

Professor of Marketing

Saint Joseph's University


Tom Hall

Senior Director Business Development

Canada Cartage Logistics Solutions

1:40 p.m. - 2:40 p.m.

A Communications Game Changer: The Direct Selling SRC and the Future of Reputation Management and Crisis Planning/Response Strategies

Topic : Communications

Direct selling communicators are not strangers to instances of a public relations crisis: how companies respond can either mean the difference between emerging with a brighter image or significant damage to your brand and corporate reputation in ways that undermine market value.  The newly ratified Direct Selling Self-Regulation Council (SRC) adds a new element to be considered by communications professionals.  As an entity overseen by the highly-credible Council of Better Business Bureaus/Advertising Self-Regulatory Council (CBBB/ASRC), communicators need to understand this initiative’s potential implications for their public relations crisis and management planning. This session will explore the possible considerations corporate communications leaders will make as they approach crisis management strategies.  The session will also examine how companies in other industries have woven similar programs into the fabric of their crisis management and planning initiatives.

Lindsay Bomar

Senior Communications Manager

AdvoCare International, LP

1:40 p.m. - 2:40 p.m.

Independent Contractor Status: Direct Selling’s Lynchpin Issue, and Where we Stand Amidst the Gig Economy Distruptors

Topic : Legal

Independent contractor status is vital to the direct selling industry. Recently several important legal decisions have challenged long-held standards. Hear about those settled and pending cases that will impact your company and salesforce. Legal experts provide updates on federal and state cases impacting the status of direct sellers as well as administrative actions that could affect the status of our salesforce.

Brent Kugler


Scheef & Stone, LLP

Jeremy Smuckler

Vice President General Counsel, Corporate and Global Markets

ACN, Inc.

Bernadette Chala

Senior Vice President, General Counsel

Arbonne International, LLC

Jeff Babener

Principal Attorney

Babener & Associates/SourceNet Group

1:40 p.m. – 2:40 p.m.

Seizing Our Competitive Advantage through Social Selling

Topic : Salesforce Development and Marketing

Social selling on Facebook, through Messenger, on Instagram and beyond: it’s here.  While social media platforms have evolved to accommodate what we do, few direct selling companies have kept pace with these new developments.  Field training programs that empower distributors to make the most of these programs are sparse.  An even smaller number of companies have developed social selling strategies that take advantage of social media environments’ most recent evolution.  Direct selling must seize the moment or risk squandering the future of this significant opportunity.  In this session, we will:

  • Examine the roll-out of social selling on Facebook and a range of additional platforms
  • Discuss why now is our “make or break” moment for ensuring that social media can live up to its promise for the direct selling channel
  • Explore what our companies must do to make sure that social selling is accepted by the technology platforms and consumers alike.

Scott Kramer

President and Chief Executive Officer


1:40 p.m. - 2:40 p.m.

Distributorships and Audit Red Flags: What they are, How to Spot them and Navigating the Audit Process

Topic : Tax

No one wants them, but audits are inevitable. Learn strategies from leading experts about preparation for potential audits, how to respond during an audit and how to manage the aftermath of an audit.

1:40 p.m. – 2:40 p.m.

Tech Innovation

Topic : Technology and Operations

Today’s independent contractors have more choices than ever before, and the allure of gig economy players’ flash-and-dash apps have required direct selling to raise the technology bar: whether you’re an Uber worker or user, you’re just one simple tap away from your next ride or job. For direct selling to compete in this new-normal, innovative technology platforms that empower your sellers and operations to be more nimble and automated must be front and center. This session will feature DSA award-winning tech innovations with significant impacts for their companies in areas including:

• Mobile technology
• Back office and business support
• Customer and sales support

4:00 p.m. - 5:00 p.m.

DSEF Case Study Workshop:  Telling Your Company’s Story through an Academic Lens

Topic : Salesforce Development

One of the most effective ways to mainstream the direct selling channel and showcase your company is through academic-written case studies that appear in popular college textbooks, thus reaching tens of thousands of student each year. In the session, you’ll learn how the Foundation has facilitated partnerships between DSEF Fellows and executives, resulting in case studies that highlight the direct selling channel and feature some of today’s leading direct selling company CEOs. Panelists will discuss three unique case studies:

The Cocoa Exchange’s Sweet Spot in the Supply Chain
John Wyckoff, President, The Cocoa Exchange

Traci Lynn Jewelry: Maximizing Shining Opportunities
Traci Lynn Burton, Founder & CEO, Traci Lynn Inc.

Calvin Jolley

Vice President Communications

4Life Research

Traci Lynn Burton

Founder and Chief Executive Officer

Traci Lynn Inc

John Wyckoff



4:10 p.m. - 5:10 p.m.

Practical Implications Working with an Independent Contractor Salesforce

Topic : Legal

Keeping updated on the status of independent contractor law is important, but how do those legal decisions really apply to your company? Attorneys dive into the practical implications of legal guidance and other issues specific to direct selling and our companies’ interactions with the salesforce. Topics will include contracting clauses, proselytizing, and non-compete agreements.

Jane Fergason


Foley Gardere LLP


Todd Martin

Assistant General Counsel

AdvoCare International, LP


Stacy Bynum

Legal and Compliance Administrator

Regal Ware, Inc.


Lori Jablczynski

Director & Senior Counsel, Labor & Employment

New Avon LLC

4:10 p.m. - 5:10 p.m.

Defeating the Disruptors and Finding Our Competitive Advantage in Our Brave New World

Topic : Marketing

For years the online retail threat has grown ever more palpable, and the encroachment by gig economy players marks one more disruptive force roiling direct selling’s competitive landscape.  To explore the winning strategies that enable companies to compete today, this presentation will include some of direct selling’s most exciting innovative companies to share how they have sharpened their competitive edge.  Workshop attendees will learn about the break-through marketing approaches that leading direct selling companies are implementing to thwart these emerging forces in new ways.

Kim Crimmins

Director of Creative Design

Scentsy, Inc.

Tim Hays

Vice President, Marketing Communications

Scentsy, Inc.

4:10 p.m. - 5:10 p.m.

U.S. Supreme Court Wayfair Decision: Tax Compliance Strategies How and Now

Topic : Tax

4:10 p.m. - 5:10 p.m.

Best Practices to Prevent Shipping Costs from Eroding Your Margins

Topic : Technology and Operations

Over the past decades, UPS & FedEx ground service rates have increased at an astonishing 79%, while air service has increased by a whopping 95.5%. These figures do not include the infamous Dimensional Weight pricing changes of 2011 and 2015…ouch! With many suppliers still trying to adapt their current business strategies to accommodate old General Rate increases, it’s time to equip yourself with the best practices to help mitigate these carriers’ seemingly never-ending price hikes. This session will explore the strategies direct selling companies are employing to increase their shipping speeds—and margins—to compete in today’s “need-it-today” customer expectation world.

Wednesday, November 14th

11:00 a.m. - Noon

Update of Actions by the Federal Trade Commission

Topic : Legal

Legal experts discuss recent trends by the Federal Trade Commission and their impact on direct selling companies, including recent enforcement actions and the January 2018 Business Guidance concerning Multi-Level Marketing Companies. Panelists will also share their thoughts on the newly installed  FTC Commissioners and any changes companies may see in their business by the new Commission.

Thomas Cohn

Director and Senior Counsel, Sales and Marketing

New Avon LLC

John Villafranco


Kelley Drye & Warren, LLP

Meghan Rissmiller

Hogan Lovells, LLP

11:00 a.m. - Noon

Sleepless Nights in the Era of Disruption, and Finding Answers to Help Us Rest Easy: A Panel of CMOs and CSOs

Topic : Marketing

We all know them: those niggling questions that arise at 3:00 AM to rob us of sleep.  Am I addressing the full customer experience?  Are my sales resources equipping my distributors with the tools they need to succeed?  Am I measuring marketing initiatives against meaningful KPIs? Do I even understand my consumer anymore?  Today’s dynamic market has left all sales and marketing professionals – from functional area manager to c-suite leader – with these questions and more.  Join this session to learn how Chief Marketing Officers (CMOs) and Chief Sales Officers (CSOs) from leading direct selling companies have developed strategies for overcoming the challenges they’ve faced so you can put their experience to work for you and your company.


Dan Macuga

Chief Communications & Marketing Officer

USANA Health Sciences, Inc.

11:00 a.m. - Noon

CFO Panel: The Finance Leader’s Guide to Tax Compliance Strategy

Topic : Tax

Hear from direct selling company CFOs about their strategies for optimal tax compliance. Learn the key issues they focus on to protect their companies.

11:00 a.m. - Noon

The Biggest Challenges Facing IT Leaders Today

Topic : Technology and Operations

Driven mostly by digitization, new technologies and rapidly increasing data volumes, modern IT professionals face a growing set of challenges. Gone are the days of merely keeping the lights on and updating operating systems. Scaling and keeping pace with today’s dynamic market remains a challenge: the speed of tech advancements is running at an exponentially increasing rate making it possible that today’s next-generation technology could be obsolete before it’s even deployed. The most successful CIOs recognize that modern IT departments must deliver business value and drive innovation, and that genuinely strategic IT deployed to carry out a business strategy is the backbone of any successful business. Join this session to explore the biggest challenges facing IT departments today including:

• Using data for your competitive advantage
• Enabling consistent innovation
• Balancing security with accessibility
• Finding appropriate talent
• Merging old and new


Registration is now open!