United Franchise Group Promotes Chad Palmer

HW - Chad Palmer, UFG

United Franchise Group (UFG), a franchisor of leading brands, has promoted Chad Palmer to chief marketing officer (CMO). The digital marketing pro joined UFG in 2018 as a digital marketing coordinator, but has held several positions in the company since including vice of franchise development and vice president of digital marketing. In this new position, Palmer will oversee marketing strategies for UFG’s franchise brands, including Cannoli Kitchen Pizza, Exit Factor, Big Flavor Brands, and Vast CoWorking. UFG’s Starpoint Brands division includes Fully Promoted, Graze Craze, The Great Greek Mediterranean Grill, Network Lead Exchange, Office Evolution, Signarama, Transworld Business Advisors, Venture X, Exit Factor, Cannoli Kitchen Pizza, and Intelligent Office.

Palmer looks forward to taking on the challenge of the CMO role. “We are already diving into using AI to make drastic improvements and are poised to be an AI leader in franchising. I am excited to continue to find ways to synergies our marketing and sales teams to be both agile and effective in implementing strategies across our brands.”  

It wasn’t just UFG’s culture and dedication to excellence that stood out to Palmer; the self-described book and self-help nut was immediately enamored with UFG’s library, which indicated to him that it puts its money where its mouth is and practices what it preaches. He also cites UFG’s mission statement as another aspect of the business he connects with: “We have one customer: our franchisee. If they are successful, we are successful.” Over the last few years, Palmer has seen UFG evolve and grow at a “non-stop and incredible” rate. 

Chad Palmer, UFG
Chad Palmer is the new CMO for UFG. 

CEO Ray Titus praises Palmer’s background. “Chad’s knowledge and expertise in marketing will continue to move the successes of UFG forward and provide valuable tools for our franchisees worldwide. Through his leadership, our marketing team will remain at the forefront of the latest technologies and marketing strategies. We couldn’t be happier to have him at the helm of this department.”

Marketing and AI

Palmer’s attraction to marketing stems from its fluid, dynamic nature, and he enjoys visually shaping the world we live in. A student of marketing trends, he has witnessed a shift toward personalized and experiential marketing, leveraging technologies like AI to understand and connect with audiences. In his view, 2024 will be a big year for AI with companies scrambling to find exciting ways to use AI in franchise marketing.

Palmer’s favorite aspect of franchising is seeing how lives change for the better. Hard work and a solid blueprint for success are a fast track for success, he says. Before investing in a franchise business, Palmer emphasizes how important it is that new franchisees commit 100% to succeeding and to prioritize learning. Additionally, the ability to pivot and embrace change is also crucial. “Entrepreneurship is a journey filled with challenges, but it’s the ability to overcome them that leads to success.”

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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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