David Mulham
Commercial leader, business development executive, and entrepreneurial strategist with over 40 years' experience driving growth across the direct selling, wellness, tourism, and consumer industries — known for turning order-takers into order-creators.
David has spent his career building high-performing teams, opening new markets, and guiding businesses through periods of transformation, growth, and reinvention. He is a presenter, coach and trainer, proficient in delivering the human solution in an AI world.
Building 25 Markets at USANA Health Sciences
David's most recent chapter spans 17 years with USANA Health Sciences, where he began by leading the Australia and New Zealand business before progressively taking on broader regional and then global responsibility. As Chief Commercial and Market Development Officer, he was responsible for global sales, operations, and market development across all USANA territories outside China — ultimately creating or overseeing 25 of the company's 26 markets worldwide.
Along the way, he led an EVP/GM team of 30 executives and a global staff of over 350, orchestrated the rebirth of the US and Canadian business, and identified and launched key new markets including the Philippines, Malaysia, Indonesia, and India. He also developed the company's forward-looking strategy for multigenerational businesses and updated compensation modelling to support it. Since 2025, he has continued in a senior advisory capacity to USANA's executive team.
A Career Built Across Direct Selling and Beyond
Before USANA, David founded and led Cadasar Consulting, a business development consultancy advising companies including Vodafone, Digicel, and LR Health and Beauty on growth through market analysis and operational improvement.
Hunter Valley Gardens
Six years leading a 600-acre tourism development and a 250-person team across five business units, while serving as Chairman of Hunter Regional Tourism.
Dorling Kindersley Family Learning
Launched the company's Australian direct selling arm and scaled it from a standing start to $10 million in turnover within 24 months.
Nutrimetics International
Eight years driving national sales and business development for one of Australia's leading direct selling brands.
Cadasar Consulting
Advised Vodafone, Digicel, and LR Health and Beauty on growth through market analysis and operational improvement.
Mary Kay Cosmetics
Senior sales and operations leadership within a leading global direct selling organisation.
Amway Corporation
Senior sales and operations leadership early in a four-decade career across the direct selling industry.
What He Does Now
David founded David Mulham Consultancy to bring four decades of hands-on commercial leadership to founders and organisations at two very different stages: entrepreneurs building something new, and established businesses stuck in legacy thinking and structures.
Entrepreneurial Start-Up Development
Helping founders build the commercial foundations for sustainable growth from day one.
High-Performance 1:1 Coaching
Hands-on business coaching drawing on decades of leadership at the highest commercial levels.
Legacy Business Growth
Helping established organisations stuck in legacy thinking rediscover momentum and growth.
Alongside the consultancy, David is part owner of Tracks Media, the quintessential global surf authority, and serves on the board of SurfAid, a philanthropic organisation supporting the health and resilience of coastal communities across the Indian Ocean Rim.
Executive & Postgraduate Studies
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Wharton Business SchoolConnected Strategies
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Kellogg School of ManagementNegotiation in Global Markets
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Macquarie Graduate School of Management, SydneyPost Graduate Diploma in Management
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Western Michigan University & Grand Rapids Junior College, USABusiness Studies
Beyond the Boardroom
Philanthropy, business and community development, health and wellness, property investment and travel — and, unsurprisingly given his ties to Tracks Media and SurfAid, sports, surfing, and family.
Let's Talk
David is based in Bondi, Australia, and works with clients globally.