Wells Joined the Automotive Franchise as an Intern in 2011
Ziebart, a global leader in vehicle appearance and protection services, has promoted Michelle Wells from director to vice president of marketing. Wells began her tenure at Ziebart as an intern in 2011 and rose steadily along the marketing track, covering field marketing, advertising, strategy and execution.
“I am proud to be a part of a company that has modernized and stayed innovative over the years. As part of those efforts, we’ve grown our branding with new logos, taglines and a brand mascot. It has been amazing to see how we can adapt while still maintaining the heritage of our legacy,” Wells said. “I am excited to continue to play a part in the long-term success of the brand. I am so proud to be involved in building strategies that will keep the Ziebart name relevant for many more years to come. I look forward to continuing to serve our franchisees and work with them to grow the brand nationally and locally.”
Her background in field marketing gave her a firsthand understanding of what happens locally at the store level to grow a business. “This allows me to tailor campaigns, programs and initiatives to what works best for the operator. It is this kind of work that attracted me to marketing because I get to see the ending results of my work in how the franchisees succeed.”
She said franchisors should work toward harmony between local and national messaging to improve their marketing initiatives. “A consistent message and strong brand presence on all levels is what brings in brand loyalty.”
Beyond her work at Ziebart, Wells serves on the International Franchise Association’s Marketing and Innovation Committee, where she regularly collaborates with leaders to advance the future of franchising.
The Detroit native grew up in a family of automotive lovers and her husband also is a car enthusiast who works in the automotive industry.
Quotes from Leadership
In addition to Wells, Ziebart has also promoted Jason Theisen to senior vice president of U.S. franchise operations and Tom Bowler to vice president of U.S. retail operations.
Thomas A. Wolfe, president and CEO of Ziebart, said these promotions reward hard work and dedication. “Jason alone has spent more than half his life with Ziebart after starting as a technician at a local store, and Tom and Michelle have each continued to learn and grow throughout their years with us. With over four decades of combined experience, the three of them show what happens when people are genuinely invested in a brand and its owners,” Wolfe said.
Senior Vice President and Chief Growth Officer Larisa Walega said Wells, Bowler and Theisen have the franchise expertise to drive Ziebart forward. “Michelle and Jason have each chosen to master franchising. Michelle sits at the table where the future of franchising gets debated, while Jason has dedicated the last 20 years to learning what owners want and need from a corporate office,” Walega said.
About Ziebart
Founded in 1959, Ziebart International Corporation is a leader in premium automotive appearance and protection services, including rustproofing, auto detailing, paint correction and protection, window tinting and undercoating. The automotive franchise operates 400-plus locations, with more than 1,000 car dealer partners in 32 countries.
