Itaya Brings 25-Plus Years of Franchising Experience to the Home Services Brand
Maid Brigade, a residential cleaning franchise under the Evive Brands umbrella, has announced the appointment of Danessa Itaya as president. Itaya oversees Maid Brigade’s brand strategy, operational performance and franchise support. She brings more than 25 years of experience in multi-brand operations, franchise development and system growth at organizations including Bio-One, Property Management Inc. and Maid Right.
“I’ve spent most of my career in home services and franchising, so joining Maid Brigade felt like a natural continuation of the work I’m deeply passionate about — supporting franchise owners, building strong systems and helping brands scale with purpose,” Itaya said. “What really attracted me to Maid Brigade was its long-standing reputation, values-driven culture and commitment to delivering consistent, high-quality service. I was drawn to the opportunity to work with a recognizable brand that already has strong foundations, yet is still full of potential for modernization and growth.”
She said helping franchisees grow — whether through improved operations, better training or stronger home office support — is incredibly rewarding. “There is tremendous opportunity to enhance our systems, expand our marketing capabilities, strengthen unit economics and build scalable programs that support both new and established owners. I’m energized by the chance to modernize the brand, introduce new initiatives and accelerate growth in a way that aligns with long-term sustainability. Being a part of Evive Brands allows us additional resources that the brand has never had before.”
Ryan Parsons, CEO of Evive Brands, praised Itaya’s deep knowledge of the residential services industry. “She has a strong track record of helping franchise systems grow the right way — by supporting owners, building great teams and staying focused on the customer. We’re excited to have her leading Maid Brigade into its next chapter,” Parsons said.
Itaya expressed optimism that the residential and commercial cleaning industry will continue to show strong, stable growth resulting from consumer demand for healthy, safe environments and convenience. “Maid Brigade is well positioned to meet these expectations. Moving forward, we’ll contribute to the industry by continuing to innovate our service offerings, investing in technology, strengthening training and operational systems and expanding programs that drive franchisee profitability. Our goal is not just to keep up with industry trends, but to lead — with a focus on consistency, customer trust and sustainable growth for our franchisees.”
Itaya described her leadership style as a combination of “transparency, accountability and collaboration. I believe in listening first, making data-informed decisions and creating alignment around shared goals. I’m a hands-on leader — I like to be present, engaged and accessible. Most importantly, I believe leadership is about helping others succeed. When our franchisees win, our brand wins.”
In her personal life, Itaya enjoys traveling and experiencing new cultures. She is also an avid reader.
About Maid Brigade
Maid Brigade is a leading residential and commercial cleaning company with 280-plus franchise locations throughout North America. The brand is known for its proprietary PUREcleaning system — a non-toxic, eco-friendly cleaning solution.
