Fransmart Taps Veteran CMO to Scale Next Wave of Franchise Giants

SCOTTSDALE, AZ – March 23, 2026 – Fransmart, the franchise development firm known for catapulting brands like Five Guys and QDOBA to national prominence, has appointed seasoned industry executive Sara Schmillen as its new Chief Marketing Officer. The move signals a strategic deepening of the company’s investment in marketing as it navigates an increasingly competitive landscape to identify and grow the next generation of powerhouse franchises.

Schmillen brings over two decades of high-impact marketing experience from the restaurant and franchise sectors, including senior roles at Kahala Brands and Snooze Eatery. In her new position, she will helm the marketing strategy across Fransmart's entire portfolio of emerging concepts, a role that includes leading the company's all-women marketing department.

A Strategic Play in a Competitive Arena

The appointment comes at a critical time in the franchising industry. With over 3,000 brands vying for the attention of prospective franchisees, the market is more crowded than ever. Industry analysis shows a significant trend toward increased investment in franchisee recruitment, with nearly 60% of franchisors planning to boost their advertising budgets in the coming year, primarily for digital outreach.

In this environment, simply generating leads is no longer enough. The focus has shifted decisively toward attracting high-quality, financially qualified candidates who align with a brand’s long-term vision. Fransmart’s decision to bring in a CMO of Schmillen's caliber is a direct response to this market reality. It represents a calculated move to sharpen its competitive edge, not just by selling franchises, but by building irresistible brand narratives that attract the best partners.

"Bringing Sara on board is a major milestone for Fransmart," said Dan Rowe, founder and CEO of Fransmart. "Her deep experience in scaling iconic brands and her ability to build and inspire high-performing teams make her the ideal leader to take our marketing efforts to the next level."

Schmillen’s track record validates this confidence. During her tenure as Vice President of Marketing at Kahala Brands, she led national campaigns for globally recognized concepts like Cold Stone Creamery. Her most recent role as Interim CMO at the popular breakfast spot Snooze Eatery further burnished her credentials in scaling beloved, emerging brands. This experience is precisely what Fransmart needs to amplify the stories of its current portfolio, which includes fast-growing concepts like The Halal Guys, PayMore, and GLO30.

The Playbook for Building an Empire

For Fransmart's partner brands, Schmillen's arrival promises to supercharge their growth trajectory. The company has long differentiated itself by offering a comprehensive suite of ongoing support services, a departure from firms that focus solely on the initial franchise sale. Schmillen's role is to fortify the marketing pillar of this support structure.

"I am thrilled to join Fransmart at such an exciting time in the company's evolution," Schmillen stated. "As CMO, I am looking forward to helping our emerging brands stand out, share their unique stories, and attract the best-in-class franchisees who will bring these concepts to life across the country."

Her leadership will be instrumental in implementing modern marketing strategies that are crucial for scalability. This includes deploying sophisticated digital advertising to lower franchisee acquisition costs, leveraging SEO to capture organic interest, and potentially integrating AI to personalize outreach and analyze market data. A key challenge for any growing franchise is maintaining brand consistency while allowing for the local-level adaptability needed to thrive in diverse communities. A central marketing leader like Schmillen is vital for creating the frameworks and scalable processes that allow franchisees to execute effective local marketing without diluting the core brand identity.

A New Era of Leadership

Notably, the announcement highlights that Schmillen will lead an all-women marketing department. This detail, emphasized during Women's History Month, is more than a footnote; it reflects a broader, significant trend in both marketing and franchising.

Recent data shows that women are making substantial inroads into leadership positions. Women now hold 53% of CMO positions at Fortune 500 companies and comprise over 61% of marketing managers. The franchise world is also seeing a shift, with female ownership of franchise units climbing to nearly one-third of the U.S. total.

This demographic shift is backed by performance. Research indicates that gender-diverse leadership teams often lead to better financial outcomes, more innovative thinking, and more inclusive workplace cultures. In marketing specifically, female-led teams are often associated with higher brand recall and engagement, bringing unique perspectives centered on empathy, collaboration, and authentic storytelling. Given that women drive an estimated 80% of consumer purchasing decisions, having a marketing team that reflects this key demographic can be a powerful competitive advantage.

While progress has been made, challenges such as pay gaps and underrepresentation in senior promotions persist. By spotlighting its female-led marketing team, Fransmart is not only celebrating an internal achievement but also contributing to the industry-wide conversation about the value of diversity in leadership. This move positions the company as a forward-thinking leader, attractive to both modern franchisees and a diverse talent pool. The decision underscores a commitment to fostering an environment where varied perspectives are not just welcomed but are seen as essential for building the iconic brands of tomorrow.