Professional Beauty Association Taps New Leadership Team

The Professional Beauty Association (PBA) has announced a new leadership team, poised to lead the organization into an era of growth, innovation and advocacy for the professional beauty community.

Under the guidance of Executive Director Leslie Perry, the new leadership team unites a diverse group of professionals who share a commitment to excellence and a passion for driving positive change within the industry.

“I’m thrilled to be working alongside our new leadership team, whose remarkable skill sets, extensive experience, and unwavering enthusiasm for our industry will undoubtedly drive success,” said Perry. “Their passion for innovation and commitment to excellence inspire us all, and we are excited to embark on this journey together as we continue to serve our professional beauty community. The newly appointed team is set to lead PBA into a future focused on advancing education and resources, promoting the value of beauty professionals, and fostering a dynamic, inclusive environment for all members.”

Meet the New Members

Leslie Davis joins PBA as communications director, shifting the organization’s marketing focus to a holistic communications approach. Davis brings a wealth of experience in strategic communications, broadcast journalism, community relations and crisis communications – combining these areas of expertise to provide a forward-thinking strategic vision.

Jody Tyvela has been promoted to director of development where she will position PBA for future success, growth and sustainability. She brings decades of experience in sales, media and advertising, and nonprofit management. Her focus is to accelerate revenue growth and partner engagement to support and drive retention and value.

Lisa Richman has been promoted to director of membership. In her new role, she aims to strengthen PBA’s position as the premier connector, collaborator and go-to resource for beauty professionals, offering support, education, expert guidance and a listening ear to foster meaningful connections with members. She became a licensed esthetician later in life, striving to help others understand their skin and help them embrace the aging process.

Emily Hegdahl has been named director of programs and events. She brings over a decade of experience in event management, education and the beauty industry. With a background as a salon manager, network educator with Bumble and Bumble and hairdresser for 15 years, she combines industry expertise with a passion for elevating beauty professionals. Her leadership continues to drive innovative programming that supports and empowers beauty professionals.

Existing Members

The leadership team is reinforced by the contributions of several key individuals, each of whom plays a pivotal role in the organization’s success and growth.

Lori Rayhorn, chief financial officer, has been with the team for 15 years and plays an essential role in shaping the financial strategy and stability of the association.

Myra Reddy, director of government affairs, is a passionate advocate for the needs of licensed beauty professionals, working tirelessly at both the state and federal levels to ensure their voices are heard in the legislative process. With 15 years of experience working alongside legislators, lobbyists and industry leaders, Reddy has developed a deep understanding of the complex regulatory landscape that impacts the beauty profession.

Rachel Molepske, director of leadership operations and charities, has devoted 23 years to PBA, overseeing the operational integrity and success of the organization’s charitable initiatives.