---
title: "WellBiz Brands Announces Michelle DeVore as New CMO"
url: https://burnaze.com/article/668f1d0c-3fd5-4c9d-936a-3998ea45a748
source: "Franchising.com"
original_url: https://www.franchising.com/news/20260331_wellbiz_brands_announces_michelle_devore_as_new_cmo.html
category: "Wax, brow & lash"
industry: "Beauty & Wellness"
segment: "Wax, brow & lash"
topics: ["People"]
published: 2026-03-31T12:00:00.000Z
modified: 2026-10-31T16:29:21.467Z
image: https://images.unsplash.com/photo-1507679799987-c73779587ccf?w=1600&q=80&auto=format&fit=crop
---

# WellBiz Brands Announces Michelle DeVore as New CMO

**TL;DR:** WellBiz Brands has announced Michelle DeVore as its new Chief Marketing Officer, who brings over 20 years of marketing experience to the role. DeVore previously worked at Regis Corporation, European Wax Center, and the Neiman Marcus Group, leading various marketing initiatives and loyalty programs.

*originally published in Franchising.com on 2026-03-31. [Read the original](https://www.franchising.com/news/20260331_wellbiz_brands_announces_michelle_devore_as_new_cmo.html).*

## Story

“Michelle is an instrumental addition to the WellBiz Brands leadership team and the strategic growth of our portfolio. She has an extensive track record of leading brand and digital initiatives across franchised services, beauty, and luxury retail. As a leader, she exemplifies our values and brings the strategic direction needed to sharpen the customer experience, brand awareness and loyalty across the portfolio,” said Amanda Clark, CEO of WellBiz Brands.

“As the health, wellness and beauty industry continues to evolve, we’re confident we made the right decision bringing on Michelle to provide a new perspective and spearhead marketing strategy.”

DeVore is an experienced marketing professional who brings more than 20 years of experience to the new role. Before joining WellBiz, she served as senior vice president and head of marketing at Regis Corporation, where she led the launch of the first-of-its-kind programmatic loyalty program in the haircut franchise category for Supercuts, and introduced a new model for guest engagement and retention across a national salon system. Before her time at Regis, she also worked for brands like European Wax Center and the Neiman Marcus Group, implementing systems to enhance guest experience and support guest growth, loyalty programs and brand partnerships.

“Franchising is such a unique model because it brings together national scale with the passion of local entrepreneurs, and that energy is what drew me to WellBiz Brands. I’ve long admired the strength of the portfolio and the engagement of its franchisees, which creates a strong foundation for growth,” said DeVore. “I’m looking forward to building on that by continuing to elevate the guest experience and strengthening how guests engage with our brands both in-studio and digitally. My approach is always grounded in the customer, using data to guide strategy and creativity to bring it to life.”

## Entities

- Franchising.com (publication)
- Beauty & Wellness (sector)
- franchising (topic)
- wellness industry (topic)
- beauty industry (topic)
- WellBiz Brands (company)
- marketing leadership (topic)
- European Wax Center (company)
- Amanda Clark (person)
- Regis Corporation (company)
- Michelle Devore (person)
- Neiman Marcus (company)

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Originally reported by Franchising.com (https://www.franchising.com/news/20260331_wellbiz_brands_announces_michelle_devore_as_new_cmo.html). Summarized by Burnaze (https://burnaze.com/article/668f1d0c-3fd5-4c9d-936a-3998ea45a748).