Blinds, Concrete & Closets just found a CMO

Steve’s breakdown: Home Franchise Concepts franchises home businesses under the Budget Blinds, Concrete Craft & Tailored Living brands. The new CMO is tasked, among other things, awareness. That sounds like a fun project. No?

ORANGE, CA: Home Franchise Concepts (HFC), the top-selling family of direct-to-consumer brands in the home-related goods and services space, has named a seasoned franchise marketing expert to help it accelerate current franchisee and sales growth across its popular Budget Blinds, Tailored Living and Concrete Craft retail brands.

Gayle Milling, a 25-year brand and franchise marketing expert, has become chief marketing officer (CMO) of the Orange, Calif.-based franchisor. She assumes lead marketing responsibilities from CEO Shirin Behzadi, who has also served as interim CMO since HFC was capitalized in 2015.

In her new role, Milling will be tasked with developing and implementing an integrated plan to grow HFC’s three consumer brands as well as brand awareness, customer growth and loyalty. She will build upon a plan announced earlier this year to grow business and franchisees to record levels during HFC’s 25th anniversary year of 2017, and to expand the HFC footprint to 9,000 cities across North America.

“Home Franchise Concepts is at a crucial juncture as more franchisees and customers than ever are discovering the distinct advantages of three of the fastest-growing brands in the home-services space,” said Behzadi. “The time is right to add a franchise marketing veteran like Gayle who can fully leverage this momentum to take Budget Blinds, Tailored Living and Concrete Craft to the next level. We are fortunate to have her and honored she has joined the HFC family.”

Milling comes to HFC from Lindora, a Costa Mesa, Calif.-based chain of weight loss clinics, where she was hired as CMO by a private equity firm in 2015 to drive revenue growth. In this role, she led all integrated marketing, product and merchandising initiatives including restaging the Lean for Life® by Lindora Clinic brand and implementing a multi-year digital strategy that led to strong website and revenue growth.

Prior to Lindora, she was global vice president of digital for the sports apparel and equipment brand Oakley, where she was charged with developing and implementing a global digital strategy, and with driving customer growth, loyalty and revenue to Oakley.com.

She also has held senior brand and product marketing positions at PetSmart, most recently vice president of omni-channel; and Bally’s Total Fitness, McDonalds’s and Pepsico Beverages and Foods, formerly Quaker Oats.

“Budget Blinds, Tailored Living and Concrete Craft are category-leading, on-trend brands that are catching the attention of the next generation of franchisees and consumers who expect great style and service at any budget level,” said Milling. “I’m excited to lead the HFC marketing team to leverage this unique growth opportunity, and to be part of the company’s amazing culture.”

About Home Franchise Concepts

Home Franchise Concepts (HFC) is the top-selling family of direct-to-consumer brands in the home-related goods and services space, one of the world’s largest franchise businesses and a recognized leader in franchisee-franchisor relationships. HFC’s three brands including Budget Blinds®, Tailored Living® and Concrete Craft® are consistently rated at the top of their categories and supported by more than 1,300 franchisees in the U.S., Canada and Mexico.

Through a proven track record, the best consumer warranties in the business, continually high satisfaction awards and a low cost of entry for franchisees, the Orange, Calif., company provides would-be entrepreneurs the opportunity to plan their own futures and control their own lives.

For information on Home Franchise Concepts franchise opportunities, 2017 programs and initiatives, go to http://homefranchiseconcepts.com/.

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