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Direct Selling Australia has been the leading representative body for direct selling in Australian retail for over 50 years. We represent and support organisations that manufacture and distribute their goods and services directly to consumers.
Our members, currently around 45 direct selling companies, are committed to our ‘Code of Practice’, which promotes high standards of consumer protection, professionalism, and ethics.
We are a member of the World Federation of Direct Selling Associations (WFDSA), which is a non-governmental, voluntary organisation that represents and supports the direct selling industry globally. The Federation pursues high levels of ethical conduct in the global marketplace, fosters advocacy by partnering with government, consumer, and academic leaders, and strengthens management in national and regional Direct Selling Associations.
Christiana (Chris) Knight is a vibrant, energetic, and positive motivator with over 20 years of experience in senior client relationship roles.
Throughout her career, Chris has consistently impressed with her outstanding communication, problem-solving, and leadership skills. At Deloitte, she not only met but exceeded strong growth targets by collaborating effectively with partners and teams, delivering exceptional value to her federal government clients.
In her previous roles, Chris has excelled in relationship building and member engagement activities. At CPA Australia, she led significant sales growth for learning & development services and spearheaded four communities of practice, forming strategic relationships with finance professionals at various levels. Her efforts boosted membership acquisitions and fostered a strong sense of belonging.
Although new to the direct selling industry, Chris’ extensive background in sales, marketing, and relationship-building roles sets her up for success. With a passion for nurturing relationships and driving results, Chris is committed to contributing to the growth and engagement of Direct Selling Australia’s member community.
Living on the Northern Beaches of Sydney, Chris enjoys spending her time with her family and their beloved black staffy – Kimmy. She’s also an enthusiastic abstract artist who loves exploring vibrant colours and dynamic compositions in her paintings, drawing inspiration from the stunning coastal landscapes of her surroundings.
Fiona has a strong and diverse administrative background. She has held many varied roles across several industries, including working in legal services and the educational sector. Fiona is enjoying being the Administration Co-ordinator for DSA, and welcomes any challenges that come her way. Personal time is spent living on the Northern Beaches enjoying the beach lifestyle.
Ric is a former Senior Vice President, Global Government Affairs for Herbalife Nutrition, serving over several decades in all geographic regions for the company, in general management, new country development, regional and global leadership, and in corporate, legal and public affairs. He has over four decades of experience in creating and leading national, regional and global industry bodies in direct selling, food, nutrition and business. His experience has involved working ‘on the ground’ in more than one hundred countries and includes a number of government advisory appointments in different parts of the world. Ric is currently providing diplomatic assistance in agencies of the UN.
Ric’s ‘downline’ family currently numbers thirty-eight, with a deep commitment to a wide variety of family, church and community service, and as a mentor, university lecturer, Non-Executive Board Director and volunteer firefighter.
Gerard has over 11 years’ experience in Direct Selling and over 25 years’ experience leading technology companies across Australia, New Zealand and Europe. As a Director at Optus, Gerard led the wholesale division as well as the Consumer Sales and Marketing division for mobile. Having gained a passion for consumer sales, Gerard’s next step was Managing Director of the Strathfield Group, a company with 100 stores across Australia selling a broad range of electronic goods.
Gerard first became involved in the direct selling industry in 2013, when he moved to Amsterdam to head up ACN’s business development function in Europe. He was then asked to return to Australia to lead the Pacific region in late 2014. Since then, Gerard has led his team to transform the business, now partnering with leading brands in telecommunications, energy, home insurance, travel and electronic payment services.
In 2024, ACN made the difficult decision to exit all international markets. Given his experience and tenure, Gerard was their first port of call. Gerard and his wife, Audrey, have now successfully purchased the ACN business in Australia and New Zealand. Having seen the impact the direct sales industry has on so many people’s lives, they are tremendously excited to invest in this unique services based opportunity in Australia.
With 3 children aged 5, 7 and 10 now growing up in the direct selling space, he is excited to see what changes ACN can make to the lives of many.
Kelly brings diverse range of skills to our team after fulfilling careers in Elite Sport, Direct Sales, and Business Coaching. She is known for building and managing large teams with a focus on goal achievement, skill development & team culture, which has led to the success of the individuals and organisations she has worked with. As a Coach in sport & business Kelly understands the importance of growth; both in ability & processes which in turn improve standards & results.
With over a decade working with Thermomix in Australia & the USA, Kelly has a passion for the Direct Sales Industry & what it offers individuals in ways of opportunity & development.
Living on the Northern Beaches of Sydney, Kelly spends her down time with husband David and adult daughters Jessica & Emily, and their adored four-legged friend Jackson Brown. Her interests include a love of cooking & reading, keeping fit and exploring the local breweries & gin bars.
Kelly is a perfect fit for our Direct Selling Australia Team.
Geoff Mulham was appointed CEO of Direct Selling Australia in 2022, and leads the team responsible for representing and supporting the Direct Selling industry and it’s members in Australia.
Geoff’s role sees him interacting with Direct Selling leaders to share best practises, as well as advocating on their behalf to regulatory and Government bodies in Australia.
Geoff has over 30 years’ experience in senior roles within the Direct Selling industry with Mannatech, Amway, and Nutrimetics, working in Australia, the UK, and the USA. From 2017-2022, Geoff held the position of Vice President and General Manager of USANA Health Sciences Australia and New Zealand.
Geoff also spent 20 years managing his own global film and event production agency, partnering with companies including Frito Lay, Qantas, Vodafone, Westpac, and Cisco.
Adele is a solicitor qualified in both New South Wales and England & Wales with significant experience in competition and consumer law matters including implementing compliance programs and systems as well as conducting internal investigations and defending companies and individuals in response to allegations brought by the ACCC and advising clients on appropriate strategic responses to regulatory action in terms of both penalties and brand reputation. Adele has a strong interest in all aspects of the regulatory cycle, including stakeholder advocacy in relation to proposed legislation and policy and has been advocating for Direct Selling Australia and its members since 2018. Adele is also a Board member of the Council of Small Business Organisations Australia (COSBOA). Adele has ministerial appointments to the ATO’s Small Business Stewardship Group and the Therapeutic Goods Advertising Consultative Committee representing Direct Selling Australia.