Alejandro García, General Manager of Ecuador for 4Life, has been named the 2025–2027 President of the Asociación Ecuatoriana de Venta Directa (AEVD), Ecuador’s Direct Selling Association. García began as 4Life’s General Manager of Ecuador in 2021. This prestigious new appointment recognizes García’s leadership, experience, integrity and commitment to the industry at large.
During his tenure as President of AEVD, García will focus on strengthening the credibility of the sector—promoting ethical practices among associated companies—and generating initiatives that benefit consumers throughout the country and South America. AEVD in Ecuador is comprised of 18 multinational companies.
Preston Richards, Senior Vice President of 4Life, shared:
“We are grateful for Alejandro’s leadership in Ecuador. He will make significant contributions to AEVD.”
Top executive leaders at 4Life continue to serve the profession and direct selling globally in various leadership roles within Direct Selling Associations:
4Life President and CEO Danny Lee has served as Chairman of the USA Direct Selling Association (DSA) for two terms.
Regional 4Life Vice President of Europe Rafael Fernández serves as Vice President of the Spanish Association of Direct Selling Companies (AVD).
Since David and Bianca Lisonbee founded 4Life in 1998, the company has been committed to world leadership, corporate social responsibility, and philanthropy wherever 4Life conducts business.
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