Tierra Encantada Names First-Ever Chief Marketing Officer

HireWire - franchise news - Meg McDougall, Tierra Encantada

Meg McDougall Champions the Spanish-Immersion Early Education Program’s Mission of Enriching Children’s Lives 

Tierra Encantada, a Spanish-immersion early education program, has tapped Meg McDougall as its first-ever chief marketing officer. As CMO, she will oversee Tierra’s marketing strategy, brand experience, national and local marketing, creative development, digital and social media, communications and more. The marketing pro brings six years of franchising experience to the role. 

“I’m a kid at heart; you can find me sitting at the kids’ table in perpetuity. Tierra Encantada’s mission to enrich the lives of children through language immersion is something I am so eager to champion. This is a new role for Tierra Encantada and it signals a new phase of growth that I am thrilled to join them in,” McDougall said.

She describes the early education franchise as “setting the bar for not only language immersion child care and early education, but for the category as a whole,” citing Tierra’s curriculum innovation and nutrition philosophy as key differentiators. 

HireWire - franchise news - Meg McDougall, Tierra Encantada
Meg McDougall is the first-ever CMO for Tierra Encantada. 

Tierra’s leadership team believes that McDougall is the right person to drive the brand forward. “Meg’s inherent ability to understand customers and curate experiences to guide them through the funnel, coupled with her passion for creativity and holistic vision for marketing, make her the ideal person to position Tierra as the favored child care provider for families across the U.S.,” said CEO and founder Kristen Denzer

From Fitness to Education 

McDougall started work in franchising in 2018 when she joined the marketing team at Self Esteem Brands, parent company to Anytime Fitness. During her time in franchising, McDougall has found great satisfaction in helping franchise owners enrich their communities. “I have such a deep reverence for them and the trust they put in us.” 

Her work at Self Esteem Brands was highly cross-functional and gave her intimate visibility into brands’ marketing needs. This helped shape McDougall’s strategic approach, which she will utilize as Tierra’s CMO. The passionate storyteller’s foundation in marketing is rooted in the relationship a brand has with its audience, she explained, adding that while education is a departure from fitness, both sectors are service driven and have more similarities than one might think.  

About Tierra Encantada

Founded in 2013, Tierra Encantada is geared towards kids aged 6 weeks to 6 years old. The franchise brand leverages the demand for child care and trends in language immersion.

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Haley Cafarella is a passionate journalist and writer for IFPG. In her role as content and marketing specialist, she creates original articles for FranchiseWire and Franchise Consultant Magazine. Her specialties include educational articles about buying a franchise and franchise consulting. She also reports on franchise professionals who were recently promoted or hired through FranchiseWire’s popular HireWire series.

Haley has contributed to a variety of regional publications, including Quo Vadis, New Brunswick Today, and the Trenton Monitor. She holds a bachelor's degree in journalism from Rutgers University.
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