Michelle is a 40-year beauty industry veteran. Her career began as a nail technician in college as she followed her entrepreneurial spirit and opened her first salon shortly thereafter. Seven years later she was recruited by Ginger Bay Salon & Spa where she began her 24-year journey through multiple roles. Her role as Director of Marketing, Facilities, and finally COE, "Chief Officer of Everything" provided her the resources to support her fellow leadership team to earn the Salon Today Top 200 for Ginger Bay Salon & Spa year over year. She still serves as a consultant with Ginger Bay as she states "Ginger Bay is my salon family". In 2021, Michelle switched gears and turned her "side hustle" with Textel into an opportunity to assist Textel in growing the brand in the beauty vertical. As Sr. Director of Channel Development, Michelle supports numerous integration partners, salons, spas, brands, distributors, and manufacturers in the beauty industry with their texting needs. Michelle is considered the "texpert" at Textel by Capacity and continues to guide and assist salons navigate the ever-changing texting ecosystem so they remain compliant and achieve long-term success. Your next-generation customers demand to text your business. Michelle's texpertise will guide you.