Ashley Collins, Vice President of Marketing and Public Relations, USANA
For the past 18 years, Ashley Collins has greatly impacted USANA through her work in PR, marketing, communications, and advertising. Her proven devotion to excellence and influence as a leader led her to be named one of Utah Business Magazine’s 30 Women to Watch in 2017. Her drive for leadership extends beyond her profession. She is on the leadership council for Utah Royals FC, Utah’s first National Women’s Soccer League team. Ashley is also a member of the board of the Legal Aid Society—a nonprofit that promotes safety, stability, and self-sufficiency for low-income families, individuals, and victims of domestic violence through effective, efficient legal advocacy and assistance.
In 2016, after 15 years leading the PR and social media departments to increase corporate visibility and create online connections with independent Associates, employees, and the public, Ashley was promoted to the position of vice president. In this role, she oversees the marketing department, PR, and social media teams, leading efforts to develop new products and influence sales growth for existing products.
Ashley’s unique ability to move people to act is a primary force for her career growth and is central to her leadership. She has an open-door style and creates an environment where her teams are encouraged to be creative and accountable for their work. This approach has contributed to both the success of her departments and the record sales of the company as a whole.
USANA thrives in a female-driven industry with 75 percent of its distributorship being women. Ashley recognizes the responsibility to encourage and represent women in the direct sales industry. “The liability comes from the simple fact that we still live in a male-dominated society. There has been so much great progress over the years, but men are still looked at as the business leaders and heads of the household.” Her advice to combat the existing stigmas around gender inequality is to
“always be yourself and be confident. Having that confidence is key, and it will demand respect from those around you.”
Her true passion for offering guidance to professional women is clear, “I am also trying to help foster a new generation of women leaders, which creates competition, and forces companies to take a look at promoting and hiring women to high leadership positions.” Her advice for young women entering the workforce? “Never lose sight of who you are. You don’t have to change for anyone, and you can be yourself without having to overcompensate for your gender. You can still be feminine and kind while being a strong leader at the same time. If you have to compromise who you are to get ahead in your job, you’re in the wrong business.”