Seasoned Executive Combines Passion for Dogs and Franchise Marketing
Central Bark dog care franchise has named Michele Whaley vice president of marketing. Whaley leads brand strategy, marketing innovation and franchise support to strengthen systemwide performance. She previously held executive marketing roles with FYZICAL Therapy & Balance Centers, The Melting Pot and Seminole Hard Rock Hotel & Casino Tampa.
“Central Bark is driving innovation and growth across the dog care industry, and I’m grateful to be part of that momentum,” Whaley said. “This role allows me to combine two of my greatest passions — dogs and franchise marketing — and I’m excited to help build on the brand’s success.”
She said the brand’s Whole Dog Care philosophy, which combines decades of dog experience with the latest dog behavior science, “aligns beautifully with my own belief in building brands that put their customers and partners at the core of the business model.”
Whaley said she is thrilled to be part of an industry that continues to grow as consumers increasingly view pets as family. “The pet care industry is estimated at $152 billion, and there is nothing but opportunity to authentically meet pet parents with the best day care, best boarding and best grooming through our franchise system and brand. My focus is to bridge between our national identity and the local communities our franchisees serve every day. Central Bark stands out by approaching doggy day care differently: focusing on enrichment, teaching and truly caring for each dog’s well-being. It’s inspiring to see a brand that puts so much emphasis on training and nurturing.”
Bob Crawford, CEO of Central Bark, said Whaley’s extensive background of building franchise brands through data-driven marketing makes her an ideal fit for this role. “Her leadership will play a pivotal role in amplifying our brand story, supporting franchisees and ensuring more dogs and families experience the difference of Central Bark’s Whole Dog Care philosophy,” Crawford said.
Accessible Marketing
To get the most out of marketing initiatives, Whaley said, franchisors must first establish a strong foundation for their brands. “This includes strong education and training materials for franchisees at the local level. Franchisees need to clearly understand what national marketing is doing and how they can complement it locally. Making marketing accessible is key. I’ve trained franchisees across owned, earned and paid channels, and one message always resonates: Marketing isn’t a silver bullet. Success requires consistent effort across multiple touchpoints while working from the inside out.”
Whaley is based in Sarasota, Fla., and enjoys spending time outdoors with her dog, Bear (pictured together above).
About Central Bark
The Central Bark franchise system was founded in 2003 and now operates under the name Barkley Ventures Franchising. For more than 20 years, the pet care brand has grown to more than 43 locations across 16 states and hosts more than 2 million dog visits annually.
