James B. Smith

New DSA Canada President
Direct Sellers Association of Canada

Challenge and entrepreneurial vision have been the driving forces behind James’s successful business career. In 1998 he purchased the failing Princess House Canada subsidiary and relaunched it as a wholly owned Canadian entity. He initiated a massive turnaround strategy based on a collaborative home office-field partnership that reversed the company’s losses and realized sustained profitability within 24 months.

Prior to his Princess House days, James held executive positions in New York City advertising and publishing where he initiated new sales and marketing strategies for Conde Nast Traveler and Hearst’s Esquire magazine that elevated him to leadership positions in the publishing arena.

James graduated from Lehigh University and pursued advanced studies at the Richard Ivey School of Business. His entrepreneurial inspiration came early on, when as a youngster he watched and listened to his dad who ran Avon’s overall sales and marketing activities at its New York headquarters.

A resident of Canada for twenty years now, James lives in Mississauga with his wife Kelly, a publishing executive, and his 11-year-old son Braden. His vision as president is “to enhance the vitality and visibility of this Association to positively impact, preserve and protect the interests of all members and their constituents.”

Penny Connors

Director of Operations
Direct Sellers Association of Canada

Penny brings almost 20 years of administrative experience in the non-profit sector. Throughout her career, she has touched all aspects of the Association world, but has focused most of her managerial capacities in Operations and Finance. She graduated from York University with degrees in Psychology and Business Administration and continues to hone her skills in a variety of Association courses including work with the Canadian Society of Association Executives (CSAE).

Tara Wallbridge

Executive Assistant
Direct Sellers Association of Canada