Direct Selling Strategist & Advisor
25 years.
Every angle.
Built a $5M/month field organization, scaled a tech company to acquisition, and advised leading direct selling brands.
- Field:
- Built a $5M/month distributor organization at XanGo
- Tech:
- Co-founded DirectScale, scaled through two funding rounds, acquired by Exigo
- Now:
- CEO at ShopIQ — ecommerce infrastructure and strategy for direct selling
- Years in direct selling
- Peak Monthly Field revenue
- Funding rounds raised
- Built to acquisition or merger
The Difference
Most people know one side of this industry.
I've worked every angle.
Field
I ran a distributor business. It was not theoretical.
At XanGo, I built a field organization that reached over $5 million in monthly revenue at peak. I know what drives distributor behavior, what kills retention, and what executives miss when they’re looking at the numbers instead of the field.
Technology
I built the infrastructure. I know where it breaks.
I co-founded DirectScale, a cloud platform for direct and social selling. We completed two funding rounds and were acquired by Exigo in 2022. I know what it takes to build, scale, and sell a technology company in this channel — and what most platforms get wrong.
Now
Leading what comes next for direct selling commerce.
ShopIQ is becoming the ecommerce authority for direct selling — helping mid-market and enterprise companies evaluate, build, and run commerce infrastructure across platforms. The channel needs real ecommerce expertise. That’s what we’re building.
Who I am
Strategy built from
experience, not observation.
I’ve been on the field side, the technology side, and the consulting side of direct selling. That combination is rare. Most advisors in this channel have seen the industry from one angle. I’ve operated inside it from all three.
My approach is direct. I’m not going to tell you what you want to hear. I’m going to tell you what I’d do if it were my business — backed by 25 years of building, failing, pivoting, and winning in this industry.
“The field is not a variable in your model. It is the business. Everything else is infrastructure.”
Career Arc
Now
CEO - ShopIQ
2025
Exigo
President, CMO, Head of BD
2025
DirectScale → Acquired by Exigo
Co-founder & CEO
2015–2023
SeeLevel — AVON, Tupperware, Beachbody + more
Principal Consultant
2004–2015
XanGo — $5M/month peak
Independent Distributor
2001–2007
Ancestry.com
130K to 400K subscribers
Co-founder & CEO
1997–2000
Beyond the Work
What drives everything.
I’ve built companies, led teams, and advised executives for 25 years. None of it has been more important than the two things that were there before any of it started: my faith and my family.
Faith is the foundation I operate from. It shapes how I treat people, how I make decisions under pressure, and what I’m ultimately building toward. It doesn’t belong in a conference room agenda, but it belongs on this page because it belongs in my life.
Family is the reason any of this matters. The scorecard I care about most isn’t a revenue number or an exit valuation. It’s whether the people closest to me know they’re the priority.
“I’ve learned that the most important things in life don’t appear on a balance sheet. Build accordingly.”
What I Build From
- Faith
The foundation I build from
- Every business decision I make is filtered through a set of values that didn't come from an MBA program. That clarity has saved me more times than any strategy framework.
- Family
The reason the work matters
- I've been in rooms where the stakes felt enormous. The perspective that kept me grounded in all of them came from home, not from the boardroom.
- Health
At 60, still building
- Physical discipline is how I stay sharp for the people and the work that depend on me. It's not separate from the rest of this. It's the same principle applied to a different domain.
Performance at 60
The long game applies
everywhere.
- Discipline, consistency, and long-term thinking aren't principles I invented for business. They're how I approach everything — including what it takes to stay physically strong, sharp, and capable at 60. I'm starting to share what that actually requires. I'll also share some of my journey through prostate cancer.
Where I Work
The areas where I can make a real difference
Technology Evaluation &
Platform Strategy
Choosing or switching platforms is a high-stakes decision most companies make badly. I know what questions to ask, what vendors won’t tell you, and what your field will feel first.
Commerce Infrastructure
for Direct Selling
The ecommerce infrastructure that drives modern direct selling is changing. I’m building the next version of it at ShopIQ and can help your organization understand what that means for you.
Performance & Longevity
At 60, I train hard and perform at a level most people half my age don’t reach. I’m starting to share what that actually requires: discipline, consistency, and the willingness to play a long game.
Distributor Attraction,
Development & Retention
I spent 11 years as a principal consultant helping companies including AVON, Tupperware, and Beachbody solve the one problem that matters most: why people join, stay, and quit.
Executive Advisory &
Leadership Counsel
I work directly with directors, VPs, and C-level leaders who need a trusted outside voice — someone who’s been in the seat, speaks plainly, and won’t tell you what you want to hear.
Brand Positioning &
Operator Strategy
I’ve managed channel marketing for a billion-dollar segment at Novell and led brand turnarounds. I know the difference between positioning that sounds good and positioning the field will actually carry.
A philosophy. Literally.
Jwon Sheen Won Chung
Tattooed. Not borrowed.
- To monopolize your heart with the pursuit, then bring it to complete fruition. There is no "and" in Chinese — focus and finish are understood as one. This is how I've run every company, every engagement, and every conversation that mattered.
Thinking
Direct takes on the things that matter
- Business, Performance
- Business, Performance
- Business, Performance
- Business
- Life, Performance
- Business, Performance
What I’m Building Now
Projects I'm actively running
CEO
ShopIQ
Ecommerce Authority for Direct Selling
ShopIQ is building the ecommerce authority for the direct selling channel. We help mid-market and enterprise direct selling companies make sound decisions about commerce infrastructure — platform selection, architecture, implementation, and ongoing optimization — across the leading ecommerce platforms. We started on Shopify and know it well. But our value to clients is independent judgment, not platform loyalty.
Advisor
CharitableOS
Redefining Charitable Flow
CharitableOS organizes philanthropy around defined, accountable Finish Lines. Charities define what can realistically be accomplished, formally commit to execution before accepting capital, and report measurable progress through IUM (impact under management) accountability. The result is a modern donor-first experience where charitable capital moves with greater clarity, discipline, and confidence.
Co-founder
Frankie Jane Couture Bridal
Built on a dream. Growing on its own terms.
Four years ago I co-founded Frankie Jane with my wife and daughters. It started as backing a dream I believed in. It has become a real, growing bridal business — driven entirely by their talent, taste, and hard work. I show up as the person who helped make it possible and stays out of the way.
Let’s Talk
Most good things start with a real conversation.
If you’re working through a challenge in your organization — platform decisions, field strategy, leadership questions — I’m glad to talk. No pitch. No agenda. Just a direct conversation with someone who’s been there.
I respond to every inquiry personally.
