SJ Bae is Amway’s Chief Brand and Marketing Officer, leading global strategy and execution of category marketing for nutrition, beauty and home brands. In this role, she leads global product portfolio strategy and design, go-to-market execution from product to experience, and delivering a favorable business environment for ABOs through branding and value proposition, reputation management, public relations and corporate
Bae serves on Amway’s Global Leadership Team, Amway’s key executive decision-making body focused on global strategy development and delivering meaningful ABO and customer experiences. She also serves on Amway’s Executive Staff comprised of top cross-functional executive leaders focused on enhancing company culture, talent capabilities and global market needs.
Born and raised in South Korea, Bae joined Amway Korea in 1995 as a Nutrilite supplement marketer and was promoted to director. She later served as Asia Pacific CMO, where she worked cross-functionally to deliver insight-driven product innovations and go-to-market strategy. She was named Amway’s global Chief Marketing Officer in 2015.
Bae earned a bachelor’s degree from Seoul National University and an MBA from Korea University. She also received a doctorate in business administration with a focus on marketing and international business from Yonsei University.