By Guardian Reporter , The Guardian
GLOBAL lifestyle and wellness company QNET has strengthened its leadership structure for East and Southern Africa, appointing Jared Thwaits as Regional General Manager as it seeks to expand responsibly while placing greater emphasis on consumer protection, distributor education and stakeholder engagement.
The company said the new regional structure is intended to bring senior decision-making closer to individual markets, including Tanzania, amid efforts to improve customer experience, compliance, digital capabilities and understanding of its direct-selling business model.
Thwaits will oversee QNET’s business development, customer and Independent Distributor engagement, market growth and responsible business practices across East and Southern Africa.
For Tanzania, the company said the changes would enable closer engagement with customers, distributors, regulators, media, consumer organisations and other stakeholders.
The company also said it would intensify efforts to address misinformation and cases where individuals allegedly misuse the QNET name or make misleading claims about its products or business opportunity.
“Consumer protection must remain at the heart of everything we do,” Thwaits said, adding that the company wanted to strengthen engagement with regulators, media, consumer organisations and communities.
He said sustainable growth should go beyond expanding the business to ensuring that customers understand QNET’s products and that Independent Distributors understand their responsibilities.
“Tanzania is an important market for QNET and one where we see significant long-term potential,” Thwaits said.
He said education and transparency would remain central to the company’s strategy as it seeks to build longer-term relationships with stakeholders.
QNET said Tanzania’s young population, expanding digital connectivity and entrepreneurial activity made the country an important market within its regional strategy.
The company plans to increase investment in distributor education, consumer awareness, compliance programmes and digital capabilities, while strengthening support for distributors and introducing products targeting changing consumer needs.
The regional appointment is part of a wider overhaul of QNET’s global leadership structure.
The company has appointed 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.
The new leadership team is expected to drive the company’s next phase of growth around product innovation, customer experience, distributor capability and technology.
Kuna Senathirajah, Group Managing Director of QI Group, QNET’s parent company, said the appointments brought together leaders with experience in direct selling, consumer marketing, finance and technology.
“Africa is an important part of QNET’s future, and sustainable growth requires leadership that understands the opportunities and realities of individual markets,” he said.
Senathirajah said Thwaits’ appointment would bring leadership closer to customers and distributor communities while strengthening education and accountability.
QNET said technology would also feature prominently in its transformation, including the responsible use of data and artificial intelligence to improve efficiency and customer experience.
Other priorities include modernising distributor onboarding and compliance, strengthening governance and transparency, and providing independent entrepreneurs with improved tools and business support.
The company said its renewed focus on Tanzania would centre on listening to customers, supporting distributors and maintaining open engagement with stakeholders.
“Our ambition in Tanzania is to build for the long term,” Thwaits said.
“That means listening to our customers, supporting our Independent Distributors, engaging openly with stakeholders and continually raising the standards by which we operate. Growth matters, but responsible and sustainable growth matters even more.”
QNET operates through a direct-selling model and markets products in wellness, personal care and lifestyle categories through its e-commerce platform. The company said it serves customers and supports Independent Distributors in markets globally.
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