United Franchise Group (UFG), the parent company behind several leading brands, has recently appointed Chad Palmer as its chief marketing officer (CMO).
Chad has been an integral part of UFG for six years, initially joining as a digital marketing coordinator in 2018 and holding various positions since, including vice of franchise development and VP of digital marketing. In his new role, Palmer will be responsible for overseeing the marketing strategies for UFG’s huge portfolio of franchise brands, including Cannoli Kitchen Pizza, Exit Factor, Big Flavor Brands, and Vast CoWorking.
Additionally, UFG’s Starpoint Brands division comprises well-known franchises such as Signarama, Office Evolution, Transworld Business Advisors, Venture X and more. Reflecting on his time with UFG, Palmer remarked on the company’s remarkable growth trajectory over the past few years, describing it as “non-stop and incredible.”
Palmer is primed for the challenge of the CMO role, leaning into future technology to lead the strategy. “We are already diving into using AI to make drastic improvements and are poised to be an AI leader in franchising,” he says. “I’m excited to continue to find ways to synergize our marketing and sales teams to be both agile and effective in implementing strategies across our brands.”
GF: Chad, congratulations on your promotion! Reflecting on your journey so far with the company, what thoughts come to mind as you step into this new role?
CP: I am thrilled and honored to serve as the new chief marketing officer for United Franchise Group (UFG). My personal journey with the company has been incredibly rewarding, and I look forward to continuing to build upon our past achievements and more importantly contribute to our future success. It has been an amazing experience seeing our company grow and acquire more brands over the years that I’ve been here.
What excites you most about the marketing opportunities for UFG and what plans will you roll out first?
I’m excited about the opportunity to leverage artificial intelligence (AI), data-driven insights and innovative marketing strategies to elevate UFG and help drive our growth. One of my initial plans is to explore and implement AI in new areas of the company such as franchise development, sales and of course, marketing!
Throughout your 20+ years of experience in digital marketing, what moments or experiences have shaped you and how do you plan to apply those lessons and experiences in your new position?
Over the course of my career, I’ve learned the importance of adaptability in leading successful marketing teams. I believe that understanding the unique perspectives of both our brands and our franchisees is essential to developing resonant messaging and to delivering exceptional results.
Additionally, my background in diving into our analytics has taught me the value of leveraging data-driven insights to inform decision-making and measure campaign success. I plan to apply these lessons and experiences to foster a collaborative culture within the marketing department at UFG.
One of my initial plans is to explore and implement AI in new areas of the company such as franchise development, sales and of course, marketing!
With your keen interest in AI and digital advancements, how do you intend to keep UFG at the forefront of innovation and adaptability in marketing?
AI and other new digital advancements represent exciting opportunities for marketers to deliver highly personalized and relevant experiences to audiences at a scale we have never been able to explore in the past. We have created an in-house innovation team specifically to keep up with the latest AI, app and software trends and anything else that we can leverage quickly to help our franchisees pull ahead of the competition.
What are the challenges and opportunities facing UFG right now, and how do you plan to address them in your role as CMO?
Some of the key challenges facing UFG include navigating shifting market conditions, maintaining consistent brand images across diverse industries, and addressing evolving consumer expectations. To tackle these, I plan to closely monitor industry trends, regularly assess and refine our marketing strategies and encourage more open lines of communication between the marketing and sales departments to ensure alignment and consistency.
Additionally, I will work closely with our franchisees to understand their unique needs and concerns and incorporate their feedback into our marketing efforts.
How do you plan to maintain a strong connection with franchisees, ensuring that their voices and needs are heard and addressed in the marketing strategies?
Maintaining a strong connection with franchisees is crucial to our collective success. Our World Expo is this year and is always a perfect event to connect with all our franchisees from around the world. I strive to empower franchisees by providing them (and their brands’ marketing teams) with top strategies, training materials, best practices and marketing assets to best support their local marketing efforts.
Success for me is defined by creating a positive and lasting impact on the lives of our franchisees and their customers.
As you embark on this new chapter in your career, what personal values or guiding principles do you hold dear that shape?
I firmly believe in fostering a positive work environment that encourages creativity, collaboration and continual learning. We focus on Franchisee Success, Revenue and Profit as our main KPIs here at UFG. So those are always in my mind as I shape any strategy ideas or evaluate a new vendor or new tool we may want to use.
At what point will you be satisfied with what you’ve achieved?
Success for me is defined by creating a positive and lasting impact on the lives of our franchisees and their customers. Ultimately, I hope to leave a legacy of innovation, growth, and inspiration – inspiring future generations of marketing professionals to push boundaries and challenge themselves to achieve greatness.
Every day I try to learn something new and improve a little more so there’s never a conclusion – just constant and never-ending improvement.
