Michelle Thieret is starting a new chapter of her promo career as chief revenue officer at Brandability (asi/319940).

Michelle Thieret, Brandability (asi/319940)

She comes to the Lubbock, TX-based distributor from Brand Addition (asi/202515), where she spent 20 years in roles including senior account manager, vice president of business development and, most recently, managing director for the U.S.

As CRO, Michelle will now lead Brandability’s revenue strategy, bringing its sales, marketing, e-commerce and merchandising capabilities into closer alignment, the company said, with a focus on building a more connected, repeatable approach to growth.

“Brandability has spent more than three decades helping organizations bring their brands to life,” said Matthew Lamb, CEO of Brandability. “We have the talent, services, and client relationships to take that work further. Adding a chief revenue officer gives us the leadership focus to connect those strengths, create more value for our clients and build a company ready for the next chapter.”

With Thieret joining the leadership team, the company says it will continue investing in a stronger, more unified client experience.

“Companies want more than a supplier for individual projects; they want a partner who understands their brand and can help them achieve their marketing ambitions,” Thieret said. “Brandability has built a strong foundation and a broad set of capabilities. I’m looking forward to working with the team to bring those capabilities together, deepen client relationships and create sustainable growth.”

Brandability describes itself as a full-service marketing agency helping organizations build and express their brands through branded merchandise, custom apparel, e-commerce stores and digital marketing. It acquired digital marketing firm Speedsquare at the beginning of 2026.