Medifast is getting a facelift, and it’s hoping that it will help its customers to lose weight and to stick to their program. They have a new president for their direct-sales division, Mona Ameli. She is now the president for Take Shape For Life, Medifast’s largest revenue generator. This division accounts for approximately two thirds of the company’s sales i the third quarter this year.

Ameli comes to the company with a lot of experience at other weight loss companies. She worked for Shaklee Corp., Natural Alternatives International Inc. and Herbalife International. She was also the general manager of the Peru-based Belcorp.

Medifast is creating a strategic revamp that will also include hiring the Baltimore advertising firm GKV.