Su-Jung Bae is Korea President and Representative Director of Amway Korea, one of Amway’s strongest, most successful markets boasting 12 years of consecutive growth from 2007 to 2018. Prior to being appointed as Representative Director in 2019, Ms. Bae served as Amway’s Global Chief Marketing Officer from 2015. 

Born and raised in Korea, Ms. Bae joined Amway Korea in 1995 as a Nutrilite supplement marketer and was later promoted to the position of director in 2006. As the Chief Marketing Officer, she delivered insight-driven product innovation and many successful go-to-market strategies working across numerous functions. 

With Ms. Bae as the Representative Director, Amway Korea, the 3rd biggest market in terms of sales, has seen key initiatives for sustainable growth drastically accelerated, under the umbrella theme of ‘winning formula’. 

In line with the ‘A70’ momentum, a long-term based future growth blueprint of Amway global, digital transformation of Amway Korea has also taken big steps forward under Ms. Bae’s leadership. Starting with social commerce platform establishment including collaborative project with Kakao, a major IT/mobile/platform business giant in Korea, the scope of customer experiences has been diversified, especially considering the rapidly reshaping business environment (the proportion of online shopping takes up 80% for Amway Korea, including 60% of transactions from mobile devices), to successfully modernized direct selling business to better suit the customers’ needs which is always evolving.

Enhancing the corporate culture of Amway Korea is also one of the key initiatives that has been brought on by Ms. Bae in order to create a more favorable working environment. She has implemented Culture Lab, a volunteer TF from different functions that drives ‘bottom-up movement’, to assess & analyze pain points to suggest constructive changes into the organization.

She is also committed to seeking mutual growth for Amway Korea with the local economy by partnering with SMEs via diverse potential opportunities. Creating independent functions to navigate its possibilities of collaborative businesses, under the name of ‘Season On’, she has been expanding the Corporate Shared Value projects of Amway Korea.

During her years as Chief Brand and Marketing Officer of Amway Global for the past five years, she managed well over 1,300 staff members across 57 countries whilst successfully leading the global strategy and execution of category marketing for Nutrition, Beauty, and Home brands, focusing on both global-wide consistent practices and localized strategy to specifically meet respective circumstances and characteristics of each of the markets, creating lifetime values for customers.

Another notable contribution to Amway is Ms. Bae’s success with Nutrilite, the nutrition and health supplement food brand of Amway, of which she has taken the lead in bringing to the first place in its category worldwide. She also successfully managed to increase the brand awareness and popularity of Artistry, Amway’s skincare & cosmetics brand, based on her extensive brand experience platforms including the sponsorship of BIFF (Busan International Film Festival).

Ms. Bae also brought forth the success of CBP (Community Based Program) within beauty, nutrition and weight management categories, leveraging omni channels, showcasing an advanced branding strategy based on customer experiences.

Ms. Bae holds a bachelor’s degree from Seoul National University and an MBA from Korea University. She also received a doctorate in Business Administration focused on Marketing and International Business from Yonsei University.​