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After earning an MBA from the Wharton School of Business at the University of Pennsylvania with an emphasis in finance and international business, Bradford Richardson attended The American University in Washington, D.C., receiving a bachelor?s degree from the university?s School of International Service. Upon completion of his education, he worked in managerial roles in international sales and development for Lexmark International, Dell Computer Corp., and the Far Eastern Group based in Taipei, Taiwan.
Bradford joined USANA in December 1997 as Executive Director of International Development, and from 1999-2005, held the role of Vice President of International Development. In January 2006 he was appointed Executive Vice President of Asia Pacific, and currently has profit & loss (P&L) responsibility for USANA?s operations in Japan, Korea, China (PRC), Hong Kong (SAR), Taiwan, Singapore, Australia, and New Zealand. Additionally, Bradford is responsible for the definition and execution of USANA?s international expansion strategy.
With his development team, Bradford executes new market openings and manages those markets during an incubation period. Market entry entails a broad range of responsibilities, including product development and approval, staffing, site selection, marketing, financial planning, sales, and general management. As a current member of the International Council of the Direct Selling Association, Bradford is able to dynamically promote USANA?s philosophy that international expansion is a key vehicle to growth. | 