QNET Revamps Global Leadership, Deepens Africa Focus in Business Transformation

MONROVIA — Global lifestyle and wellness company QNET has announced a major leadership restructuring, strengthening its executive team and expanding regional oversight in Africa as part of a broader push to modernize its direct-selling business, improve consumer protection and embrace emerging technologies.

The company said the changes will place Africa at the center of its next phase of growth, with new regional leaders tasked with strengthening customer experience, distributor education, compliance and stakeholder engagement across the continent.

QNET’s new global leadership team includes Mattias Mildenborn as chief executive officer; Elena Khoo as chief marketing officer; Peter Luk as chief financial officer; and Ben Bredenkamp as group chief information officer.

Mildenborn brings more than two decades of international experience in sales, marketing and executive leadership in the direct-selling industry. Khoo has worked across global consumer, beauty and luxury brands, including L’Oréal, LVMH, Shiseido and Tupperware, while Luk brings more than 30 years of financial and commercial leadership experience, including work with Herbalife and Avon.

Bredenkamp, whose previous experience includes Herbalife and Mercedes-Benz, will lead QNET’s technology transformation and responsible integration of artificial intelligence across the company.

“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,” said Kuna Senathirajah, group managing director of QI Group, QNET’s parent company.

“Our ambition is to create a QNET that understands the expectations of the next generation, delivers exceptional products and experiences, and equips our Independent Distributors with the knowledge, technology and support they need to build responsible and sustainable businesses.”

Africa takes bigger role

As part of the restructuring, QNET appointed Cherif Sarr as regional general manager for Central and West Africa and Jared Thwaits as regional general manager for East and Southern Africa.

The company said the appointments are intended to bring senior decision-making closer to customers, independent distributors and other stakeholders while strengthening accountability and responsible business practices.

“Africa is an important part of QNET’s future, and sustainable growth requires leadership that understands the opportunities and realities of individual markets,” Senathirajah said.

“Their mandate is [to] strengthen engagement, education, greater accountability and a continued focus on consumer protection.”

Across Africa, QNET said it plans to increase its focus on customer experience, distributor education and onboarding, compliance, consumer awareness and digital capabilities, while introducing new wellness and personal-care products.

Sarr said Africa’s young and increasingly digitally connected population presents opportunities but also requires stronger safeguards and education around direct selling.

“Growth must be accompanied by better education, stronger compliance and a clearer understanding of how legitimate direct selling works,” Sarr said.

“My priority is to ensure that our customers and distributors have the products, tools, training and support they need, while strengthening engagement with regulators, media, consumer groups and other stakeholders in the markets where we operate.”

Distributor training to be revamped

QNET’s African expansion will also include changes to the training and support provided to independent distributors.

The V, QNET’s sister company and network training and leadership-development arm, has appointed Sharad Choudhary as head of training and events. Choudhary joins from Modicare in India and previously worked with Amway.

He is expected to revamp distributor onboarding, product and business education, compliance training and structured learning programs.

In Africa, QNET said the training framework will emphasize product knowledge, ethical business practices, accurate representation of its business opportunity, consumer protection and compliance.

The leadership changes form part of QNET’s broader strategy centered on four priorities: product innovation, customer experience, distributor capability and technology-enabled growth.

The company plans to develop wellness and personal-care products aligned with changing consumer demands, improve digital services for customers and distributors, integrate data and artificial intelligence into its operations, modernize distributor education and strengthen governance and transparency.

QNET said its transformation comes as the global direct-selling industry continues to serve millions of independent representatives worldwide. Citing the World Federation of Direct Selling Associations, the company said the industry recorded US$163.9 billion in retail sales in 2024 and supports more than 100 million independent representatives.

Mildenborn said the changes are intended to build on QNET’s global presence while positioning the company to respond to a new generation of consumers and entrepreneurs.

“QNET has a strong heritage, a passionate global community and enormous potential,” he said. “Our responsibility now is to build on that foundation while having the courage to evolve.”

“The next generation of entrepreneurs expects intuitive technology, relevant products, authentic communication, high-quality education and a company whose values are reflected in how it operates,” Mildenborn added.

“Our goal is to help shape the future of direct selling through product innovation, customer experience, distributor capability and technology-enabled growth.”