NAIROBI, Kenya — Global lifestyle and wellness company QNET has appointed Jared Thwaits as Regional General Manager for East and Southern Africa as it seeks to strengthen its presence in Kenya and expand its focus on consumer protection, distributor education, compliance and digital transformation.
QNET, which operates through a direct-selling business model, said Thwaits will oversee strategy and operations across East and Southern Africa, including Kenya.
According to the company, his mandate will focus on responsible growth, customer experience, education of Independent Distributors, compliance, stakeholder engagement and the modernisation of its direct-selling operations.
The appointment comes as Kenya’s entrepreneurial economy continues to be shaped by digital commerce, mobile technology and a large informal sector.
QNET targets higher standards in direct selling
QNET said its strategy in Kenya will place greater emphasis on helping consumers understand legitimate direct selling while strengthening standards governing how the industry operates.
Thwaits said Kenya’s entrepreneurial population and digital economy presented significant opportunities, but argued that growth should be accompanied by transparency and education.
“Kenya has one of Africa’s most dynamic entrepreneurial populations and a highly developed digital economy. This creates enormous potential, but growth must be accompanied by responsibility, transparency and education,” Thwaits said.
He said QNET wants legitimate direct selling to be based on genuine products, informed consumers, properly trained distributors and ethical business practices.
“The future of direct selling in Kenya must be built around real products, informed consumers, well-trained distributors and ethical business practices,” he said.
Thwaits added that consumers should be able to distinguish legitimate direct-selling businesses from practices that do not meet appropriate standards.
Digital economy reshapes entrepreneurship
QNET said Kenya’s rapidly developing digital economy is changing how small businesses and independent entrepreneurs reach customers and manage their operations.
Mobile payments, social media, e-commerce platforms and digital communications have enabled entrepreneurs to market products and conduct transactions using smartphones.
Thwaits said direct selling was evolving alongside these technological changes.
“Today, a Kenyan entrepreneur can discover a customer through social media, communicate through WhatsApp, receive a digital payment and manage significant parts of their business from a smartphone,” he said.
He said the increased use of technology also creates a need for stronger education, compliance and accountability.
“That is fundamentally changing entrepreneurship. Direct selling is evolving alongside this environment, and our responsibility is to ensure that technology is accompanied by better education, stronger compliance and greater accountability,” Thwaits said.
QNET said it plans to improve the digital tools and services available to customers and Independent Distributors while exploring the use of data and artificial intelligence to enhance customer experience, education and business efficiency.
QNET unveils wider leadership changes
Thwaits’ appointment is part of changes to QNET’s wider global leadership structure, according to the company.
The leadership team includes Mattias Mildenborn, who has been appointed Chief Executive Officer and brings more than two decades of international experience in sales, marketing and executive leadership within the direct-selling industry.
Elena Khoo serves as Chief Marketing Officer, with experience across consumer brands including L’Oréal, LVMH, Shiseido and Tupperware.
Peter Luk, the Chief Financial Officer, brings more than 30 years of financial and commercial leadership experience, including previous roles with Herbalife and Avon.
Ben Bredenkamp, Group Chief Information Officer, has experience with companies including Herbalife and Mercedes-Benz and will oversee QNET’s technology transformation and integration of artificial intelligence, the company said.
QI Group Group Managing Director Kuna Senathirajah said the leadership changes were intended to bring together industry expertise, consumer experience and transformation capabilities.
“We are bringing together leaders with deep industry knowledge, strong consumer experience and proven transformation capabilities to bring fresh perspectives to the business and help shape its next chapter,” Senathirajah said.
Four priorities for QNET’s next phase
QNET said its broader transformation strategy is built around four priorities: product innovation, customer experience, distributor capability and technology-enabled growth.
The company said it will focus on:
- Developing wellness and personal-care products in response to changing consumer needs;
- Improving digital tools and services for customers and Independent Distributors;
- Using data and artificial intelligence to improve efficiency and customer experience;
- Modernising distributor onboarding, education and compliance;
- Strengthening governance, transparency and responsible business practices; and
- Providing independent entrepreneurs with improved tools, education and business support.
The company said the strategy is designed to support what it describes as a more responsible and sustainable direct-selling business.
QNET says Kenya remains a long-term priority
Thwaits said Kenya would remain an important market as QNET expands its regional operations.
He said the company intends to focus on consumer engagement, distributor education, stakeholder relations and higher operating standards.
“We want to build for the long term in Kenya,” Thwaits said.
He added that trust would be critical to the future of the direct-selling sector.
“That means listening to consumers, supporting and educating our Independent Distributors, engaging openly with stakeholders and continually raising our standards,” he said.
QNET said it will continue investing in education and awareness initiatives, distributor support, compliance, digital capabilities and product innovation as it expands across East and Southern Africa.
