Madison Reed Names New Marketing and Commercial Chiefs
The San Francisco-based hair color company has appointed two new executives to its leadership team.
Updated on Oct. 20, 2026 in People
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Madison Reed has officially appointed Michelle Peterson as its new chief marketing officer and promoted John Sullivan to the newly created role of chief commercial officer. These executive additions aim to strengthen the company's leadership team as it expands its business operations.
Why it matters
By adding seasoned leadership in both marketing and commercial strategy, the company is positioning itself to better manage product innovation and channel growth across e-commerce and wholesale platforms.
Michelle Peterson brings over 20 years of marketing experience to her new role, while John Sullivan adds two decades of senior leadership experience from his time at Kao USA.
The players
Michelle Peterson
She is the new chief marketing officer at Madison Reed and formerly served as the chief marketing officer of Kendra Scott.
John Sullivan
He is the newly appointed chief commercial officer at Madison Reed, having previously spent over 20 years in senior leadership at Kao USA.
Madison Reed
This company is a San Francisco-based hair color brand specializing in at-home products.
The details
Peterson is set to direct the company's creative divisions, marketing efforts, and product innovation strategies. Meanwhile, Sullivan will manage the at-home profit and loss division, overseeing wholesale, e-commerce, business development, and strategic partnerships.
Timeline
Madison Reed announced the two executive appointments on October 20, 2026.
Market Landscape
The creation of a dedicated chief commercial officer role reflects a broader trend among direct-to-consumer beauty brands looking to integrate their wholesale and online footprints more tightly. By separating these functions into specialized executive portfolios, the company is intensifying its competitive stance against legacy beauty brands.
For the average customer, these leadership changes signal a potential shift in how products are marketed and offered across retail and online channels. Shoppers may see more focus on product innovation and updated availability in wholesale locations as these new leaders execute their strategies.
The takeaway
Companies frequently rotate executive roles to adapt to changing market demands for hybrid retail and digital sales. Consumers should watch for future updates to product lineups as these new executives begin implementing their specific strategies.
Further reading
For more information on executive changes in the region, visit the San Francisco People section.
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