Jori Hartwig, CMO de Amway Norteamérica
One of the brands that took the stage at the 2013 ANA Multicultural Marketing and Diversity Conference was Amway, represented by Jori Hartwig, CMO of Amway North America. During the presentation, she shared the companys focus on multicultural marketing and spoke of a new path toward the digital, social and mobile sectors, with the goal of delivering a unified multiplatform message.Amway is a company that not only embraces diversity, it is weaved into the very fabric of the Amway business opportunity with more than three million people worldwide forging their own path to success as distributors Hartwig said. Amway’s direct-selling model, meaning independent distributors sell the products to consumers, has high appeal among the multicultural segment for its quality of building professional and social relationships. She added that the Amway philosophy of people helping people can be seen in all its multicultural markets.According to Hartwig, 52 percent of Amway distributors in the United States are Hispanic. The executive stressed that Amway is no longer based on a door-to-door model, but on a network of virtual communications. In Amway we expect that more than half the companys growth over the next decade will come from the multicultural segment, she said.
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