C-Suite Profiles: Martha O'Gorman, Heather Passe
Our 4th Annual Women's Issue of Franchise Update magazine featured profiles of 28 "C-Suite Women" who are not presidents, CEOs, or founders. While not necessarily in the spotlight, these women fill critical roles necessary for a franchise system to prosper and grow. Their titles run the C-Suite gamut: chief marketing/brand officers, chief financial/accounting officers, chief development officers, chief legal officers, chief operating officers, chief technology/information officers, chief people/talent/HR officers, a chief communications officer, and a chief quality, supply chain, and commercialization officer. Several hold dual positions, including executive vice president, senior vice president, vice president, co-owner, co-founder, and board member. In short, effective female leaders who help make the franchise world go round. In recognition of their contributions to their systems, their franchisees, and to franchising as a whole, we're presenting their profiles, two per week.
This week: Martha O'Gorman, Vice President of Marketing & Chief Marketing Officer at Liberty Tax and Heather Passe, Chief Marketing Officer at Regis Corp.
Title: Vice President of Marketing & Chief Marketing Officer
Brand: Liberty Tax
Years in franchising: 30
Years with current brand: 20
Franchised units: 4,177
Total units: 4,487
Brand revenue: $173.4 million
Background: Martha O'Gorman is one of the founders of Liberty Tax Service. Before Liberty, she was Director of Communications for Jackson Hewitt Tax Service. With more than 30 years in advertising, marketing, and public relations, she is responsible for developing brand awareness in every major market in the U.S. and Canada. Liberty prides itself on being a fun company, and she has conveyed that message through marketing and promotion, perhaps most noticeably in the creation of Liberty's iconic Statue of Liberty Wavers. She received a Women in Business award from Inside Business magazine for her accomplishments in Hampton Roads, Va., where she resides. She is a member of the Franchise Consumer Marketing Conference Advisory Board. She also is a Liberty Tax Area Developer and franchisee in the Fort Myers, Fla., region. She earned a B.A. in English and Communications from Denison University.
Title: Chief Marketing Officer, Regis Corp.
Brands: Supercuts, Cost Cutters, First Choice Haircutters, Magicuts, Pro-Cuts, Roosters, Cool Cuts 4 Kids, Beauty Supply Outlet
Years in franchising: 8
Years with current brand: 4.5
Franchised units: 2,528
Total units: 9,455
Brand revenue: $1.8 billion
Background: Heather Passe leads commercial marketing and revenue strategy for Regis Corp., including branding, marketing communications, pricing/revenue optimization, guest relationship management, and digital capabilities. Previously, she served as Vice President of Marketing, Loyalty, and E-commerce for Carlson Hotels (Radisson, Radisson Blu, Country Inns & Suites, Park Inn, Park Plaza) where she led initiatives to engage customers and develop global marketing and loyalty programs. Before that, she held management roles at Northwest Airlines in marketing, planning, strategy, and analysis. She earned an MBA from the University of Minnesota, Carlson School of Management and a B.A. in Business Management from the College of Saint Benedict. She lives in Minneapolis with her husband and two children.
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