Guthy-Renker gets aggressive in 2014

Guthy-Renker, the company behind Proactiv and other wellness products, named Jay Sung to the role of chief marketing officer to lead a broad slate of initiatives at the direct marketing company.

Sung will report to Seth Radwell, Guthy-Renker’s co-president and chief revenue officer, and help the company pursue 2014 growth objectives for brands such as Proactiv+, Meaningful Beauty, WEN Haircare and Sheer Cover Studio.

As CMO, Sung will develop the overall marketing and customer-experience strategy to grow Guthy-Renker's sales through acquisition, current member marketing, multi-channel direct response marketing and brand management. An important component of the overall strategy will involve leveraging the growth in the digital landscape and the rapidly evolving changes in consumer purchase behavior.

Sung most recently served as CEO of online wine merchant Lot18 and prior to that was president of Adaptive Marketing. He also served as chief marketing officer of, the parent company of

"Sung's experience in e-commerce growth and his unique involvement of building and repositioning brands will allow Guthy-Renker to maintain its position as the leader in the direct marketing business, while expanding in digital channels and new customer engagement models" said Radwell. "We look forward to the many contributions he will make managing Guthy-Renker's marketing efforts."

Guthy-Renker is one of the world's largest direct marketing companies, with distribution in more than 68 countries. Since 1988 the company has discovered and developed dozens of consumer products in the beauty, skincare, entertainment and wellness categories.

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