Perry will Provide Leadership for the Painting Franchise’s Marketing and Brand Strategy
CertaPro Painters, a commercial and residential painting franchise, announced Dawn Perry as chief brand officer. In this role, Perry will provide strategic leadership in marketing and brand strategy. She has more than 15 years of franchise marketing expertise and was a franchise owner. Perry also has more than three decades of marketing experience, including her role as the senior vice president of strategic marketing for Anywhere Real Estate Inc.
“I want to build on the current momentum between our team and franchise community, create even more exceptional experiences for our customers across North America, and continue the innovation in our marketing and sales processes to deliver on our value proposition,” Perry said.
Perry was attracted to CertaPro Painters because of its values, culture, and collaboration between franchisees and franchisors. “I was also interested in how I could contribute to the evolution of the property improvement space and bring additional awareness and appreciation to the painting trade,” Perry adds.
After CertaPro’s previous chief brand officer retired, Perry was “honored to continue carrying the torch and excited to help drive and fuel success for hundreds of local small business owners, their teams, and their independent contractors.” Perry isn’t the only new addition to CertaPro Painters’ leadership team. Adam Biedenbender is the new vice president of franchise development.
CertaPro’s leadership team believes that Perry can take the brand to the next level. “I’m pleased to welcome Dawn Perry to the CertaPro Painters team. Besides her three decades of experience and success in transformative brand marketing from some of the world’s leading brands, Dawn has a strong passion for our core values. I’m confident she will continue to grow our brand in a way that’s consistent with those values,” said Mike Stone, CEO and president of CertaPro Painters.
After a decade of working outside the franchising industry, Perry became a franchisee with The Little Gym, an international franchisor of infant and child-oriented fitness gyms. “I really liked being a small business owner, particularly of this franchise, as it allowed me to make a difference in young children’s development and was grounded in community involvement and engagement.”
She eventually moved into a leadership role at Anywhere Brands and ERA Real Estate, where she focused on driving leads and value. “Since I was a franchise owner, I knew how fulfilling the job can be. My favorite part of the industry is being able to help owners realize their goals and be successful in their businesses.”
Perry also held marketing management positions with Scholastic Book Club, Time Inc., and Avis Budget Car Rental. She was interested in marketing long before entering franchising and studied it in college. “Back when I was in college, your education was theoretical, meaning you learned everything on the job. I was lucky to start my career with an organization that was singularly focused on data-driven, direct-response marketing. I still rely on that background in data analytics today.”
To Perry, her experience and background have prepared her for this role. “Something I’ve learned throughout my career — and would tell all new marketers — is to learn and thoroughly understand your organization’s KPIs. Beyond that, understand how those KPIs deliver on your organization’s goals.”
Advice from a Franchise Pro
For entrepreneurs looking to get into franchising, Perry urges them to do their homework. “When you take the time to do this research, you can ensure you’re aligning yourself with an organization that matches your values and has the support you’ll need.”