Loren Crandell’s passion for developing talent and building empowered, self-sufficient teams is key to success in his role as General Manager of Amway Canada and Dominican Republic. He assumed leadership of these two North American markets in July 2020.

Loren leads with a people-first mentality to drive market growth and profitability for Canada and the Dominican. He’s focused on supporting IBOs through partnerships built on trust and credibility and developing market-tailored strategies for future success.   

Throughout his Amway career, employee-focused leadership has been a guiding principle since he joined the company in 2013. Loren first led the Plastics Manufacturing Department and was later promoted to manager of the Nutrition Products Plant. During his time in operations, Loren increased productivity, reduced manufacturing cost, built high-performing teams and enhanced overall culture.

In 2018, Loren was named Director of Shareholder Engagement, where he created and managed a novel program for second- and third-generation Founding Family members to engage and integrate with the Amway business. He developed training and education, standard processes and guidelines for global engagement, and strategies to ensure continued support from the families in the future.

Loren earned a degree in Supply Chain Management from Michigan State University’s Eli Broad College of Business. He’s also completed several Amway leadership development programs, including the Strategic Optimization for Direct Selling Executives Training Program, the Leadership Excellence and Development Program, and the Leadership Certification Program.

A native of Grand Rapids, Loren lives in Ada, Michigan, with his wife, Kelly, and two children, Pierce and Everly. Loren and his family plan to relocate to London, Ontario, where Amway Canada is headquartered.