In this week’s “Leadership Unplugged,” Ray Urdaneta is featured. Ray is the Chief Executive Officer of MONAT Global. MONAT Global was founded by the Urdaneta family in 2014.
Could you tell us about your education?
I earned a bachelor’s degree in international business from Florida International University in Miami.
What was your childhood dream?
My love for the direct selling industry was established during my childhood. I grew up in Venezuela where my parents were both direct selling entrepreneurs. The positive impacts of their success on our family led me to dream of also leading a direct selling company. I always dreamed of continuing their legacy of helping people and transforming lives. It’s all we’ve known as a family and it’s that passion that guides us to this day.
What were your past experiences before your current role?
Early in my career, my father and I founded a direct selling company in Venezuela. And then, we made a life-changing decision: to immigrate to the United States and pursue our futures here. My wife and I arrived in Miami in 2000 with only $800 in our pockets. I first worked at Sears, and then as a door-to-door salesman, before founding the Alcora Corporation, which become the parent company of MONAT Global.
What do you consider the main factor behind your career success?
The values of gratitude and service instilled by my parents… They’ve driven the successful launch and growth of MONAT. We are now celebrating our 10th anniversary.
Beyond that, it’s the relationships and the stories from our MONAT Market Partners. They are my driving force and the reason behind everything I do. It’s the reason why we innovate and commit ourselves to providing the best products on the market. We all know that these incredible products are the cornerstone of their business and we want to make sure they are successful and are proud of what they are providing their customers with.
What has been your most inspiring moment?
The establishment of our company’s philanthropic arm, the MONAT Gratitude Foundation. It embodies our values and is a critical, pervasive element of our company culture. The Gratitude Foundation partners with nonprofit organizations in our local communities that support families, children, and education and has invested more than US$8.6 million to date. During our annual Gratitude Week, our employees perform volunteer work and our MONAT Market Partners across the globe, engaging in 500+ giving back efforts in their communities.
Your hobbies?
When I’m not running this successful company, I’m usually working out.
I like to read a lot of books and immerse myself in people’s stories. I’m a huge fan of brands and marketing, so I do a lot of research.
But above all, I love spending time with my family.
How would you describe being a direct selling executive to an outsider?
Direct selling prioritizes hearts and minds with financial results and market share. They are interconnected. The goals and achievements of direct selling companies like MONAT must be in alignment with those of its independent sales force and communicated regularly and transparently.
Any decision at the corporate level affects the people who represent the brand. Decision-making must reflect this awareness and focus.
It’s a 24-hour business, 365 days a year. It’s incredibly demanding but also incredibly rewarding.
What is your biggest achievement in your current position?
Leading our company’s transition from a North American company operating in Canada and the USA, to a truly global organization, expanding to the UK, Ireland, Lithuania, Spain, Poland, Australia, New Zealand, and most recently, France.
Opening a new market is always a big risk but our products are that good… and they’ve been embraced and have created loyal MONAT lovers around the world.
And your biggest challenge in a direct selling company executive role?
We face many challenges as an industry and also as a company.
Leading our business through and past the pandemic and the ongoing shifts in our industry was a big challenge but our flexibility and agility got us through.
Helping our sales force navigate challenges and maintain momentum in the face of many distractions is a priority, now more than ever. When you’re at the top, people are always nipping at your heels. We focus on who we are, what we are and where we’re going. We have a True North and we stay focused on that constantly.
What would be your best advice to those who are thinking of joining a direct sales company in a corporate position?
To succeed in this industry, an executive must possess both leadership skills and a true passion for the business model and a heart for people; independent sales force members and employees. You have to fully commit. You have to understand that not a lot of industries see the direct impact of their work like we do.
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