Direct Selling Association announces new Director General

The Direct Selling Association has announced that Lynda Mills has been appointed as head of direct selling trade body

The Direct Selling Association (DSA), the trade body for direct selling in the UK has announced that Lynda Mills has been appointed as its new Director General. Lynda, who has been Deputy Director of the DSA since 2010, will take over the role following the retirement of Paul Southworth. Lynda is the first woman in the role in the association’s 49 year history.

Lynda has many years of industry experience, working with member companies including Avon and Oriflame and most recently the DSA.  While he is retiring, Paul will remain in an ambassadorial role for the DSA and has been inducted in the direct selling Hall of Fame recognising his outstanding contribution to the industry.

Lynda Mills comments on her new role: “It is a very exciting time to be involved in the direct selling industry and I am thrilled to be appointed to this position. Direct selling is first and foremost a people-focused business and I look forward to continuing to work with the fantastic people within the industry that make it so successful.”

Paul Southworth says: “Lynda is the ideal person to take on this challenging role, with her wealth of experience in the industry and personable approach.  We have enjoyed many years of working together at the DSA and I wish her every success in the future. While I am retiring, I will always support the DSA and commend Lynda on all her hard work to date.”

Direct selling allows anyone, regardless of age, background or prior experience to set up and run their own business. It is a flexible option with minimal outlay allowing people to work the hours they choose with no dependency on the traditional jobs market.  The Direct Selling Association is the trade body for the industry, responsible for promoting the sector and regulating member companies.

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