Amway’s Chief Marketing Officer (CMO) Su Jung Bae leads global strategy and execution of category marketing for nutrition, beauty and home brands. She is also responsible globally for the Amway brand, corporate social responsibility and public relations/reputation.
Born and raised in South Korea, Bae joined Amway Korea in 1995 as a Nutrilite supplement marketer and was promoted to director. Then, until 2014, she served as Asia Pacific CMO, partnering with managing directors and functional leaders throughout the Asia Pacific region and China.
Bae contributed to Amway Korea’s significant and consistent growth over the last decade. Under Bae’s leadership, Amway Korea introduced integrated solutions for Amway Business Owners while leveraging various types of communication platforms, such as conventional media, new media and experience programs. She also led the Artistry brand sponsorship for the Busan International Film Festival, and participated in the establishment of the Asia Beauty Innovation Center.
“AMWAY IS RAPIDLY REINVENTING ITSELF. WE BELIEVE THE NEXT GENERATION OF DIRECT SELLING BUSINESSES WILL PROVIDE TOTAL LIFESTYLE SOLUTIONS TO THEIR SALES FORCE AND CONSUMERS.
THE INTEGRATED SOLUTIONS AMWAY IS DEVELOPING WILL HELP PEOPLE LIVE LIFE TO THE FULLEST, REACHING THEIR HEALTH, BEAUTY AND SUCCESS POTENTIAL.”
Bae is a strong advocate for creating shared value (CSV), supporting global marketing standards, and creative collaboration with local companies. Through Amway Korea’s localization projects, she has led the marketing organization to help local companies with promising technologies and product ideas to be marketed in global Amway networks.
Bae has contributed to a number of academic papers to date, including, “Cause-related Marketing of Amway Korea: Focusing on the Campaign Called “Nutrilite Health Watcher Program for Kids,” Asia Marketing Journal, (2009) and “Direct Selling Industry’s Advertisement and TV Commercial’s Direct/Indirect Impact on Consumer Response,” Korean Consumption Culture Association (2013).
Bae earned a bachelor’s degree from Seoul National University and a Master of Business Administration from Korea University. She also received a doctorate in business administration with a focus on marketing and international business from Yonsei University.
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