Pathway Session: Rethinking the Modern Marketing Organization

The franchise marketing organization is changing fast. According to the panelists at FGMC’s breakout session “Leading the Modern Franchise Marketing Org: The Growth Marketing Suite,” the challenge is redesigning organizations so that marketing, operations, technology, finance, and field support work together to drive franchisee performance.

Jamie Izaks, president of All Points PR, moderated the session with Felicia Reeves, CMO of Empower Brands; Steve Schildwachter, chief people and brand officer at Interim HealthCare; and Kelly Crompvoets, president of ARCpoint Labs and Any Lab Test Now, to discuss the effects of rapid changes in technology, data, and AI.

The panelists agreed that as marketing organizations evolve, traditional departmental silos have become a liability. “We were operating in silos,” Reeves said of Empower Brands’ portfolio of 10 franchise brands. “People weren’t talking to each other within the brands.”

Over the past several years, her team has worked to create shared processes, align KPIs, and encourage collaboration among brand leaders. The goal is to create stronger support systems for franchisees.

Schildwachter described a similar shift at Interim HealthCare, where marketing and operations have become increasingly intertwined.

While AI dominated much of the discussion, none of the speakers viewed it as a replacement for people. They described it as a tool that can help organizations move faster, improve efficiency, and free employees to focus on higher-value work. “Speed to lead is critical,” Reeves said.

At ARCpoint Labs and Any Lab Test Now, Crompvoets said AI has become part of everyday operations. But she stressed that technology remains only part of the equation. “We start with a human, and we end with a human. AI is in the middle,” she said.

Schildwachter shared how Interim HealthCare rebuilt its intranet using Microsoft’s Copilot platform, giving employees access to an AI-powered search tool while maintaining safeguards around sensitive healthcare information.

As marketing organizations evolve, the panelists said they are looking for employees who combine technical skills with curiosity, creativity, and problem-solving ability. “I want people who want to connect the dots,” Crompvoets said.

Reeves said strong communication skills remain essential. She also looks for people who can understand changing consumer behavior, identify emerging trends, and think creatively about solutions.

The executives also discussed the growing role of agency partners and outside resources. Rather than viewing agencies solely as vendors, they’re increasingly seen as strategic partners that can help franchisees navigate a complex marketing landscape.

Perhaps the most practical part of the discussion centered on franchisee adoption. New technology creates little value if franchisees don’t use it.

Reeves said Empower Brands regularly surveys franchisees, measures adoption rates, and uses marketing advisory councils to identify gaps and opportunities. Schildwachter emphasized the importance of engaging franchisees early and demonstrating how new tools can improve business performance. “You want to engage negative franchisees,” he said. “Show them where you started and where you’re trying to go.”

Technology is changing rapidly, but the fundamentals remain the same. For Crompvoets, that starts with understanding the brand and delivering on its promise. “Make sure your organization knows who it is,” she said. “It starts with humans and ends with humans.”