We have Jen Orlando in this “Leadership Unplugged”. Jen was with Arbonne between 2019- 2021 and returned in 2023 as Chief Growth and Innovation Officer. In the same year, she became the company’s Chief Executive Officer.
Could you tell us about your education?
I had my Bachelor’s degree in business administration and management from California State University, Monterey Bay. My Major was International Management Intrapreneur Entrepreneurship (IMIE).
What was your childhood dream?
I always knew I was going to be a businesswoman and wanted to wear a business suit and carry a briefcase. When I went to my grandfather’s house and viewed his career accomplishments, I would stand on the terrace and think to myself, I want this.
What were your past experiences before your current role?
Prior to Arbonne, I have had several experiences with large retailers like Macy’s. I’ve worked in the retail, service and product industry with LVMH, Benefit (at Sephora) as they grew and became billion-dollar companies.
My start-up experience occurred when I was recruited to Stella and Dot family brands to kick start their skincare product line. I worked directly with Jessica Herron and gained technology experience. For reference, Herron founded the Wedding Channel, which is now The Knot.
I was then recruited to be a part of Arbonne and help the company grow and innovate.
What do you consider the main factor behind your career success?
My career success has been defined by my diverse background in sales in store and e-commerce combined with beauty industry product knowledge. Most importantly, I feel like I am very approachable and work diligently to refine my interpersonal skills.
What has been your most inspiring moment?
Becoming CEO has been the most inspiring moment as I moved from executing others’ vision to casting my own and implementing it. It is my dream to inspire others and help them achieve their goals.
What are your hobbies?
I like to get outside in the fresh air, walk my dogs and golf when I can make the time.
How would you describe being a direct selling executive to an outsider?
It is an exciting and inspirational career. Working with motivated entrepreneurs and helping them to flourish is my passion. Every day, I get this incredible opportunity to empower our independent consultants to build their own businesses and work to achieve their goals as well as create new meaningful relationships. I am continually inspired by their individual stories of success.
What is your biggest achievement in your current position?
Re-energizing internal and external stakeholders to drive toward positive results; creating stability and vision with a 5-year business growth plan.
What is your biggest challenge in a direct selling company executive role?
The ever-changing landscape of customer behavior, expectations, keeping up with trends and technology are always a challenge for retail businesses like ours. We are always working to stay above the curve and moving fast enough while keeping the legacy business in place.
What would be your best advice to those who are thinking of joining a direct sales company in a corporate position?
My best advice is to make sure you are passionate about the company’s mission and the products they provide. Authenticity is particularly important in direct selling, and your ability to connect with both the consultants in the field and the consumers will set you apart.
Understanding the daily challenges and opportunities that front-line consultants face is also essential. Stay close to them, listen to their feedback, and use those insights to help shape your strategies.
Finally, understand that there is a unique culture in direct selling. The industry is truly one of a kind because it is really all about relationships. Whether with independent consultants, customers, or your colleagues, being able to listen, learn, and adapt is key.
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