- New team brings diverse experience and vision to the beauty industry.
- The leadership team is dedicated to enhancing member benefits and driving the expansion of advocacy efforts to support the community.
MARCH 11, 2025 (Scottsdale, AZ) – The Professional Beauty Association (PBA) is thrilled to announce its newest leadership team, poised to lead the organization into an exciting era of growth, innovation, and advocacy for the professional beauty community.
Under the guidance of Executive Director Leslie Perry, the new leadership team brings together a diverse group of professionals who share a commitment to excellence and a passion for driving positive change within the industry.
Leslie Davis joins PBA as Communications Director, shifting the organization’s marketing focus to a holistic communications approach. Leslie 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. Her extensive background enables her to effectively guide and shape the team’s efforts in delivering impactful, clear, and engaging communications.
Jody Tyvela has been promoted to Director of Development, where she will position PBA for future success, growth, and sustainability. Jody brings decades of experience in sales, media and advertising, and non-profit management. Her focus is to accelerate revenue growth and partner engagement to support and drive retention and value, taking PBA to its next evolution of growth and expansion.
Lisa Richman has been promoted to Director of Membership, where she is dedicated to upholding the professionalism of the beauty industry. In her new role, Lisa 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. Lisa 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.
The leadership team is further strengthened by the invaluable 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, Myra 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. Rachel’s leadership ensures that the charity programs run efficiently and effectively, enabling PBA to impact communities and the beauty industry significantly.
These individuals form a dynamic and highly effective leadership team, each contributing their unique expertise and dedication to ensuring PBA’s continued success.
“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 Leslie Perry, Executive Director, PBA. “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.
To learn more about PBA, visit www.probeauty.org.
About The Professional Beauty Association
The Professional Beauty Association (PBA) is the leading membership organization uniting beauty professionals to shape the future of the industry. We keep professional beauty professional—championing policies that protect the industry, providing trusted resources, and fostering a powerful community built on connection, creativity, and growth. We serve licensed professionals, salon and spa owners, independent stylists, students, distributors, and manufacturers—providing the education, resources, and advocacy they need to succeed today and thrive tomorrow. We are the platform for excellence—home to North American Hairstyling Awards, Beacon Student Program, and Executive Summit—strengthening businesses and supporting beauty professionals in times of crisis through the PBA Disaster Relief Fund and other charitable programs. When beauty thrives, we all do. Become a member and be part of the movement defining what’s next in beauty. Join us at probeauty.org.
Contact Information:
Leslie Davis
Professional Beauty Association
Communications Director
lesliedavis@probeauty.org
