What's Required to Lead NPA

As a leading voice of the natural products industry, the Natural Products Association continues to play a vital role in protecting consumer access to natural products and the rights of retailers and suppliers to sell them. It's a terrific association, but one with a hole. Last month, NPA launched a search for a new executive director.

So, the job is open. What does it take to fill it?

The executive director is the face and voice of the organization to all constituencies, from industry members to the general public, to media and government.  Responsibilities include overseeing all aspects of running the association:  setting a vision, strategic planning and implementation, hiring and managing staff, program development, and membership. The executive director works closely with the board of directors and has oversight responsibility for about a dozen committees as well as both the retail and supply councils. Involvement with the annual trade show and conferences is also part of the job. The executive director confers regularly with the legal team and lobbyists representing the industry’s interests on Capitol Hill and interacts with legislators and their staff as necessary. Additionally, he or she interacts with the regional associations and often participates in their annual conventions and advocacy events.

The executive director not only wears many hats—he or she must wear them well to successfully lead the organization. And there's this: no matter how large the industry has become or even how sophisticated it is now, smart, passionate, creative people are still the heart and soul of it and are still the heart and soul of the NPA. So beyond all the required experience and skills, the ideal candidate will need to wholeheartedly embrace the many facets of this gem.

The position requires a strong background in trade association management with advocacy expertise at both federal and state levels of government. The ideal candidate would have well-established relationships on The Hill and a good understanding of the workings of regulating agencies – first and foremost being FDA. A top candidate would possess solid leadership skills with a collaborative management style. For any trade association to remain viable and relevant, leaders must solicit member involvement and input followed by discussion and debate to reach consensus as much as possible. This can be a tall order for NPA because of its cross section of membership: mom and pop retailers, chain stores, manufacturers, suppliers and distributors of all sizes. It is imperative that the executive director maintains equilibrium while serving the needs of a diverse membership, sometimes with conflicting agendas.

Fortunately for the new hire and for the industry, NPA has an experienced board of directors, staff, legal team, and lobbyists who will guide the association in the interim and support a successful transition. Not to mention industry champions such as Senators Hatch and Harkin and other Congressional Champions who continue to fight the good fight on behalf of all of us.

Regardless of existing assets or support, the executive director needs to be someone who the industry can look to for leadership in a constantly changing marketplace.