Seth Radwell, CEO, The Proactiv Company
ROI Podcast Episode 18

In CEO Podcast Series by Brandt A. HandleyLeave a Comment

Seth Radwell, was most recently the CEO of The Proactiv Company, a newly formed joint-venture (May 2016) between Nestle Skin Health and GuthyRenker. Prior, he served as President & Chief Revenue Officer of Guthy-Renker, the worldwide leading direct-to-consumer beauty company, where he led the transition of the company from its traditional focus on TV direct response to a much broader marketing footprint in the e-commerce space. Today, G|R is a world-class multi-channel marketer with newly developed competencies in digital, mobile, and social marketing which complement its broadcast channel prowess. Nestle Skin Health is a global leader focused on meeting the world’s increasing skin health needs with a broad range of innovative and scientifically-proven products.

Mr. Radwell is a veteran e-commerce and direct marketing executive, having previously served as President of e-Scholastic, and Executive Vice President of Scholastic Inc., the global children’s publishing and education company. In this role, he was responsible for overseeing all aspects of Scholastic’s online businesses and e-commerce. During his tenure at Scholastic, he grew online revenues from $150 million to over $400 million. rose to number 42 on the Internet Retailer Global Top 500 e-commerce sites. Under Mr. Radwell’s leadership, Scholastic’s content sites won numerous awards including the prestigious Webby Award and People’s Choice Award for Best Kids Site in 2007. The Teachers Site had the distinction of being the number-one preferred site for classroom teachers. Mr. Radwell was also responsible for the development of new interactive products and services on the site for teachers, parents, and children. Prior to joining Scholastic, Mr. Radwell was President, Marketing and Editorial Group for Bookspan/Bertelsmann, the premier direct marketer of general interest and specialty book clubs, such as Book of the Month Club, Doubleday Book Club, and Literary Guild, where he led the transformation of the book club business from a paper-based direct marketing business to a multi-channel business. Mr. Radwell was responsible for all editorial, marketing, media and digital functions for the company. He was also responsible for conceiving, developing and building some of the largest new book club businesses such as Black Expressions and Mosaico. Prior to joining Bertelsmann, Mr. Radwell served as Senior Vice President, Content for Prodigy Services Company, where he pioneered new e-commerce revenue streams for the online service business. In 1996, Prodigy did the first online bookselling deal with Amazon and began commercializing online book sales to Prodigy members – at that time a pioneering business.

Prior to his days in e-commerce and the Internet, Mr. Radwell spent six years with management consulting firm McKinsey & Company, where, as a leading member of McKinsey’s telecommunications and media practice, he managed client relationships over a wide range of industrial and consumer companies. Mr. Radwell received a Master’s degree in Public Policy, with a concentration in International Trade and Finance, from Harvard University’s Kennedy School of Government. He holds a Bachelor of Arts degree summa cum laude from Columbia College. Mr. Radwell has served as an executive board member and officer of the DMA (Direct Marketing Association) as well as the DMEF (Direct Marketing Education Foundation) and is a frequent speaker on direct and interactive marketing. He is also a member of Young Presidents’ Organization (YPO).


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