Peterson Leads Brand Presidents for FASTSIGNS, My Salon Suite and Camp Bow Wow
Propelled Brands, a multi-brand franchisor platform company, has named Vera Peterson its first-ever chief operating officer. Peterson leads the brand presidents for FASTSIGNS, My Salon Suite and Camp Bow Wow, and drives growth and innovation through strategic direction and execution of brand objectives. She has extensive experience leading franchise organizations, such as Neighborly, Molly Maid USA and Miracle-Ear Inc.
“Being the first-ever COO of Propelled Brands is both an honor and a responsibility,” Peterson said. “It reflects a commitment to strengthening the platform, driving operational excellence and building scalable systems that support franchisees at every stage of growth. Propelled Brands’ portfolio includes strong, category-leading brands and a clear ambition to scale. The organization’s commitment to continually improving franchisee profitability is what stood out the most to me.”
She expressed admiration for CEO Catherine Monson’s vision and passion. “Conversations with Catherine and the broader leadership team only reinforced my excitement. Their alignment, focus and ambition made it clear this was the right place for me to contribute and grow alongside a talented team dedicated to delivering significant outcomes for franchise owners.”
Peterson said her priorities include building shared capabilities, enhancing technology infrastructure, deepening data visibility, and elevating training and coaching. “Leveraging technology to drive innovation, whether through better decision-making tools, improved customer experiences or smarter operational processes, will be essential to maintaining a competitive advantage. Ultimately, the brands that win take a long-term view. They pair strong leadership and disciplined execution with a commitment to supporting franchise owners. When franchisees win, the entire system wins.”
Monson said Peterson’s track record for scaling businesses and leading multi-brand integrations positions Propelled Brands for continued success. “As COO, Peterson will be a vital member of the executive leadership team. The creation of the COO position is a strategic move designed to enhance operational excellence and drive our next phase of growth,” Monson said.
Living the American Dream
Peterson began her franchising career after moving to the U.S. from Italy and joining Amplifon, the parent company of Miracle-Ear. “That experience showed me firsthand how powerful the franchise model can be in helping entrepreneurs build profitable, scalable businesses. The model empowers individuals from all backgrounds to pursue the American dream, building successful businesses and creating long-term family legacy. Partnering with franchisees and helping them strengthen performance, remove barriers and achieve their goals is what inspires me every day,” she said.
About Propelled Brands
Propelled Brands was formed in 2021 with FASTSIGNS as its first brand. Over time, the franchisor has acquired several brands, including salon suite franchisor My Salon Suite and Camp Bow Wow, a leading dog day care and boarding provider in the rapidly growing pet care industry.
