New Neighborly CMO Leverages Data to Advance Franchise System

Data is at the center of Stacy Lynn Bourgeois’ priorities.

Bourgeois joined home services platform company Neighborly in December as chief marketing officer, building on a career of leadership roles at Amazon and Yum Brands. Her interest in Neighborly grew after connecting with CEO Mike Davis, whom she credits as educating her more on the company and exchanging ideas with her.

“I’m really excited about the data opportunities here. I’m a bit of a nerd,” Bourgeois said, “and I think there’s just so much opportunity to improve for both sets of our customers … as well as grow the business for our franchise owners.”

Bourgeois “grew up” in marketing, particularly in the brand management space. Early on, she recognized her love of how operations and finance mesh with marketing to better serve customers and businesses.

“The constant or connective thread for me has been that I love leveraging data to solve customer pain points and drive growth,” she said. “Neighborly has so much data to help improve the customer experience and help grow our franchise owners’ business, and that was a really exciting problem for me to dig into.”

Storytelling becomes an important element as a result, she added. Bourgeois plans for data to assist in generating compelling stories that connect with customers and franchisees.

“I think franchise owners are more excited to hear from one another and their peer set than necessarily from our side,” she said. “Data paired with a story or anecdote from a franchise owner tends to be a really powerful way to galvanize the system.”

Bourgeois’ experience at Amazon stoked her interest in optimizing the website experience and how customers search for and discover Neighborly’s brands. The company has 5,500 franchised units across more than 30 brands.

She noted the importance of asking the right questions about the full customer funnel, from finding Neighborly to booking and onsite experiences to follow-up procedures.

Making the company’s brands “ridiculously easy to do business with” earns customer trust and drives sales growth, Bourgeois said. Cultivating a value-adding marketing team builds trust with franchisees, another critical focus in her role with Neighborly.

“We’ve just got a ton of great people here that really want to do the best thing for our franchise owners,” she said. “I was really inspired by the franchise owners that I’ve met so far … and it’s an incredible and truly honored opportunity to be able to help grow their business.”

Executive Ladder

Liberty Tax welcomed Clayton Clarkson as its franchise development manager.

Subway CEO John Chidsey retired at the end of 2024, with Carrie Walsh taking over as interim CEO.

Floor Coverings International named Wes Sattler as senior director of franchise development.

Massage and facial spa concept Hand & Stone announced Jim Atkinson as vice president.

Indoor Active Brands announced the following hires: Chris Kuehn, president; Sean Naughton, chief financial officer; Robert Morris, vice president of franchise development; Joseph Steen, vice president of technology.

Kumon, a math and reading education franchise, named Angelo Chavez as assistant vice president of franchise development.

Marriott International elected Taco Bell CEO Sean Tresvant to its board of directors.

Crunch Fitness appointed John D’Anna as its chief development officer.

Ziggi’s Coffee announced Stacey Kane as chief marketing officer and Tom Seeker as chief technology officer.

A&W Restaurants named Meredeth Jones as vice president of franchise development and design.

Re/Max Holdings welcomed Travis Saxton as executive vice president of strategy.

Panera Bread announced Brian Krause as its chief development officer.

Vibe Restaurants hired Michael McDonald as vice president of learning and development.

Riko’s Pizza named former BurgerFi CEO Carl Bachmann as president and chief operating officer.

Budget Blinds made the following changes to its executive leadership team: Tracy Christman, chief operating officer; Amy Campbell, vice president of marketing, product design and strategy; and Nicholas Petropoulos, director of information technologies.

Crust Club, a pie franchise owned by Crumbl, named Stacie Nieves as director of operations.

7 Brew appointed Nick Chavez as its first chief marketing officer.

European Wax Center hired Chris Morris as CEO after he resigned as Dave & Buster’s CEO. Dave & Buster’s, which franchises outside of the United States, named Kevin Sheehan as interim CEO.

Payroll Vault, a payroll and workforce management franchise, announced Tricia Petteys as CEO and Tim Loehfelm to vice president of sales.

100% Chiropractic named Tyler Doolittle as chief growth officer and Madeleine Zook to its board of advisers.

Restore Hyper Wellness named Matt Vonderahe as CEO.

Regis Corporation appointed Susan Lintonsmith to its board of directors.

Bathroom remodeling concept Re-Bath announced Amy Cantwell as vice president of marketing.

D1 Training appointed Dom Bonvissuto as director of media and content and promoted Brandon Borah as vice president of real estate development.

American Family Care named Jeremy Morgan as CEO after announcing the retirement of former CEO Randy Johansen. The company also named David Prokupek as executive chairman.

Purpose Brands, the parent company of Orangetheory Fitness and Anytime Fitness, named Lauren Cody as brand president of Orangetheory.

EverLine Coatings announced Jay Hartley as director of national accounts.

Perkins named Kimberly Bean as VP marketing.

Unleashed Brands named Josh Wall as chief operating officer and Mark McAndrew as general counsel.

GoTo Foods announced the following executive appointments: Mike Freeman, president, brands; Shelley Harris, executive vice president and chief operating officer; Bobby Morena, chief development officer; Danielle Parra, McAlister’s Deli chief brand officer; Urvi Patel, SVP, brands, and chief brand officer of Cinnabon.

Pest control concept OhDeer announced Jereme Shelton as vice president of franchise development and Todd Lamson as senior director of operations.

Assisted Living Locators welcomed Felicia Sanders as brand leader.

Franchise Services appointed Richard Lowe to CEO.

Yum Brands promoted Scott Mezvinsky to KFC Division CEO.

Church’s Texas Chicken named Navin Sharma as chief marketing officer and Alisa Cleek as chief legal officer and corporate secretary.

La Madeleine appointed John Dillon to president.

Threshold Brands announced Erin Iglehart as senior director of franchise development.

Pickleball Kingdom promoted Rob Streett to president and chief global officer.

iCryo, a recovery and wellness concept, named Phillip Singer as chief medical officer.

Send promotions and new hire news in franchising to Alyssa Huglen, [email protected]