The Franchise Centre

Marketing Forum Open Exchange Introduction

Join Australia's leading marketers at the annual Franchise Marketing Forum

Australia’s best franchise marketers will share their proven strategies for growing and repositioning brands, along with their successful marketing campaigns at Griffith University’s annual Franchise Marketing Forum.

Jointly presented by the Franchise Centre at Griffith University and the Franchise Advisory Centre since 2010, these Forums consistently deliver high-level franchise learning in a practical and meaningful way.

This is your chance to learn from successful marketers on their approach to growing franchise brands, local area marketing and digital marketing and consider if your marketing is consistent with the best practice in the franchise sector.

Featuring presentations from franchise brands that are internationally recognised, to developing brands that deliver marketing outcomes beyond their size, the Franchise Marketing Forum is the must-attend event for anyone responsible for marketing in a franchise network or corporate chain.

Join franchise marketing colleagues from across Australia and New Zealand at Australia’s only franchise marketing forum and be rewarded with the professional development and networking opportunities.

The Marketing Forum will feature the popular Open Exchange session, which involves round table discussions in groups (10-12p groups) across five topics, idea sharing and problem solving among the attendees.

Networking opportunities are a valuable aspect to attending and you'll be able to build connections with other franchise marketing professionals who have experienced the same challenges.

The program encourages networking on breaks and during the Open Exchange session, and provides the opportunity to share stories and discuss solutions to marketing problems. 

Participants are eligible for Franchise Council Australia’s Certified Franchise Executive Program Education Credits for completing Griffith University’s APCFE Franchise Marketing Forum.

If you’re responsible for marketing in your network, you should build this Forum into your professional development calendar now.

An essential professional development event for franchise marketing managers

  • Informative presentations with strategies and tactics from five successful franchise brands; 
  • See discussion on current marketing topics with a panel of senior marketing management, e.g. local digital marketing, LAM and brand re-positioning;
  • Interactive Open Exchange round-table discussion with franchise experts and peers debating industry "Hot Topics"; 
  • Face-to-Face networking opportunities with seasoned professionals, consultants and peers over lunch, breaks and the Open Exchange session;
  • Learn online marketing strategies, campaigns and tactics you can apply to get results with fewer people and limited budgets;
  • Interaction with colleagues sharing successful campaigns, tactics and tools to inspire and hone your franchise marketing skills;
  • Pre-event invitation to cloud marketing workshop;
  • Post-event join Linkedin Forum Attendees group to stay informed.



Brisbane | Friday, 27 October 2017


  • $495* per person for single registrations;
  • $445* per person if two or more people from same organisation booked & paid together.

*Prices shown are Australian, and will differ slightly for New Zealand bookings.

To express your interest to join the Forum in 2018, please contact Kerry Miles at


The Program:

The program is designed to boost the knowledge and future effectiveness of franchise marketing directors and managers in their complex and challenging role, by providing insights into real issues and real problems faced by other franchise brands.

2017 Franchise Marketing Forum Program »

Who Attends:

The Franchise Marketing Forum is suitable for any franchisor personnel with marketing responsibilities, including:

  • Franchisor CEO’s and founders with marketing responsibilities;
  • Marketing directors and general managers with marketing responsibilities;
  • Marketing managers and marketing support personnel;
  • Master franchisees with responsibility for marketing;


Date & Venue:

9am-5pm Friday, October 27, 2017

Griffith University, South Bank Campus

31 Sidon Street, South Brisbane

Followed by networking drinks

(Registration from 8:00am)


  • Arrival beverages, morning/afternoon tea-break and lunch catering;
  • Networking drinks;
  • Complimentary LAM, Branding and Cloud Marketing workshops, October 26; 
  • Participants earn Certified Franchise Executive (CFE) credits for this workshop as allocated by the Franchise Council of Australia;
  • Forum participation certificate upon request.

Bonus Workshops:

Thursday, October 26, 2017 

The Marketing Forum attendees are invited to additional LAM, Branding and Cloud Marketing Workshops on October 26 (Thursday) starting from 12.30pm. A link to register for the bonus workshops will be sent to you in your registration confirmation email. Alternatively you can register from the page below.

For more information »

Event Sponsors:

Thank you to the marketing forum sponsors:

  • Outfit - A brand automation platform for valuable brands 
  • Epicuest - Local area digital marketing for national brands, franchises and buying groups
  • McGrathNicol - Practical, hands-on assistance to improve business and project outcomes

Refund Policy:

View the Franchise Marketing Forum cancellation policy here

The first keynote speakers for 2017 Marketing Forum have now been confirmed. They are:

Darren Gunton Darren Gunton, General Manager – Marketing, Total Tools

Darren is a passionate and successful retail marketing executive with over 20 years experience. He has worked for some of Australia’s biggest franchised brands in a variety of industries including homewares, beauty, pharmacy, gambling and hardware.

Passionate about turning customers into fans by enhancing the customer value proposition of brands, Darren has successfully driven change in a number of organisations through agile marketing, innovation and a strong understanding of the customer.

Kendall Meijer

Kendall Meijer, National Marketing Manager, Just Cuts

Kendall Meijer is an experienced and dynamic Marketing Manager with an extensive career in retail, marketing, brand, partnership and event management, design and communications. 

Since joining Just Cuts, Kendall has implemented significant change with the repositioning of the brand and rolled out a number of innovative national and local area marketing initiatives for the brand.

Prior to her role at Just Cuts, Kendall was responsible for developing internal and external communications strategies, social media content management, and planning and execution of successful large-scale corporate sponsorship events such as the Mercedes Benz Fashion Festival and Fashion Week.

Maree Magdas

Maree Magdas, Corporate Marketing Manager, Just Cuts

Maree has a decade of experience in developing and implementing marketing plans across traditional and online platforms. Her skillset includes social media marketing, data segmentation, communications, lead generation and content creation across various mediums to achieved desired results.

Her role and responsibilities have evolved into project and change management across franchise conferences and events, website and app developments, IT and innovation advances, HR, team training and development, as well as implement new initiatives to support existing franchisees.

Maree also manages the growth and expansion of Just Cuts’ Market share in Australia and internationally through lead generation marketing strategies and franchise recruitment initiatives.

David Campbell

David Campbell, Director, Avatar Consulting

Through his company Avatar Consulting, David has been analysing financial metrics in franchise networks for over 15 years. His benchmarking programs have been adopted by many leading brands to identify financial patterns and how to improve franchisee profitability.

Prior to establishing Avatar, David worked in the banking industry for over 20 years, specialising in small business and franchise lending and risk assessment. His benchmarking work has revealed growth opportunities for franchisees and franchisors alike. For several years, he has partnered with the Asia Pacific Centre for Franchising Excellence to provide financial management training to franchisors, franchisees and SME’s, and recently completed the inaugural Franchise Marketing Fund Benchmarking Survey

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Monica Grzesiak

Monica Grzesiak, National Marketing Manager, Soul Origin

Monica joined Soul Origin in September 2016 when the group had 46 stores and has overseen its marketing strategy as it accelerates toward opening its 100th store by the end of the year.
She was a finalist in the Franchise Council of Australia’s Franchise Woman of the Year 2017 awards and immediately prior to joining Soul Origin was Brand Manager for Crust Gourmet Pizza where she worked managed major events and external partnerships, as well as worked closely with franchisees to build customised local store marketing plans.

Avril-Summer Cusack < p>Avril-Summer Cusack, National Marketing Manager, The Cheesecake Shop

Avril has held a variety of marketing roles in franchise and corporate brands in a career spanning 20 years. In her current role with The Cheesecake Shop, she worked closely with the Ehrenberg-Bass Institute for Marketing Science to implement a major shift in the brands marketing strategy. (The Ehrenberg-Bass Institute is the world’s largest centre for research into marketing, based at the University of Adelaide, and helps companies develop and benefit from a culture of evidence-based marketing).

Avril undertook Bachelor of Business studies while working full-time, giving her a very strong practical approach to the theory and execution of marketing. She has developed significant improvements to the customer experience at The Cheesecake Shop and continues to innovate for the benefit of all brand stakeholders.

Lorelle Frazer

Professor Lorelle Frazer, Director, Asia-Pacific Centre for Franchising Excellence

Lorelle has been involved in franchising research for more than two decades with her biennial Franchising Australia research frequently quoted by government and other academics.

She launched the Asia-Pacific Centre for Franchising Excellence in 2008 to help make academic research accessible to the franchise sector.

Lorelle was the first person in Australia to complete a PhD in franchising, and has received multiple awards and recognition for her teaching and quality assurance methods for student learning outcomes. In 2010 she was awarded the Franchise Council of Australia's National Contribution to Franchising Award.

Jason Gehrke

Jason Gehrke, Director, Franchise Advisory Centre (Master of Ceremonies)

With more than 25 years experience at franchisee, franchisor and advisor level, Jason has a comprehensive and practical knowledge of franchising.

Jason is a director of the Franchise Council of Australia, and past chairman of the World Franchise Council. He is also a director of Inspirations Paint, a franchisee-owned network of 130 home improvement stores.

He is a member of the Australian Competition and Consumer Commission’s (ACCC) Small Business & Franchising Consultative Committee.

Jason is an Adjunct Professor in franchising at Griffith University, and publishes Franchise News, an email news service for the franchise sector.

Look out for more high-profile keynote speakers to be confirmed soon!

Below are the previous Forum speakers and topics.


Marketing Forum 2016

  • Repositioning to a premium brand, by Hannah Famechon, National Marketing & Product Manager, Lenard's, Molly Standfield, National Marketing Executive, Lenard's
  • The contribution of Local Area Marketing to network growth, by Julie Hargrave, Former Franchise Channel Marketing Manager, RAMS Home Loans
  • Leveraging an iconic brand, by Louise Bellchambers, National Brand Manager, Shingle Inn
  • Digital marketing secrets every marketing manager should know, by Andy Salmons, National Digital Marketing Manager, Endeavour Foundation
  • Driving local online opportunities to your outlets + Boosting the effectiveness of Local Area Marketing (LAM), by Kevin McAulay, Head of Customer, SuperAmart


Marketing Forum 2015

  • Rebuilding brand value after calamity, by David Jordan, General Manager - Baskin-Robbins Australia, Geraldine Van Der Merwe, Marketing Manager - Baskin-Robbins Australia
  • Why the new trend of Shared Value is overtaking Corporate Social Responsibility (CSR) (And how you’ll never look at a sponsorship proposal the same way again…), by Phil Preston, CEO - The Collaborative Advantage
  • The journey of transforming an iconic brand, by Andrew Senyard, General Manager, Marketing - Clark Rubber
  • No pain, no gain: How to grow and maintain customer counts amid increasing competition, by Bianca Field, Head of Marketing & Brand - Jetts
  • Change or die: The transformation of Snap from a printing to a digital marketing business, by Raeleen Hooper, General Manager Franchise Services - Snap Franchising
  • Crisis Management: What we can learn from the 7-Eleven experience, by Panel discussion experts

Marketing Forum 2014

  • How to maintain market share in the middle of a price war, by Nick Vincent, General Manager Retail, Eagle Boys
  • Ongoing Relationships and More Sales Activity = More Sales, by Tony Gauci, General Manager Brand, Quest Serviced Apartments
  • Inspiring your customers to engage with your brand, by Dominic Panetta, Group Marketing Manager, Howards Storage World
  • Inside SPAR, the world’s largest grocery store retailer, by Rebecca Andrew, National Marketing Manager, SPAR Australia
  • How to treble your website traffic and achieve a massive increase in sales
  • Chris Byrnes, Director, Klyp (Sleepy's digital agency)
  • Rebranding the world: How Harvey World travel rebranded 700 outlets to Helloworld in less than 12 months


Marketing Forum 2013

  • Inside the biggest franchise brand in the world: Marketing at McDonald’s, Matt Emmerson, Marketing Manager QLD/NT, McDonald’s Australia
  • Case study: How a brand redevelopment has transformed sales performance and culture, by Joel Goodsir, National Marketing Manager, Inspirations Paint & Colour  
  • Power of PR: Making it work for your brand, by Trina McColl, Managing Director, Ignite PR & Marketing   
  • Celebrity endorsements: How to maximise brand ambassadorship opportunities, by Phil Colburn, Managing Director, Red Rock Noodle Bar Australia
  • Beyond the Facebook rainbow: Creating and nourishing online communities, by Scott Meneilly, Chief Executive Officer, Retail Zoo, Jacqueline Cherry, Marketing Operations Manager, PETstock, Ben Dux, Co-Founder, Social Marshal, Rowena Murray, Director, Up the Ladder
  • Colourful, controversial and perhaps a little crazy: How a small burger chain captures national attention, by Sean Carthew, Director, Burger Urge
  • How to maximise in-store opportunities and local marketing effectiveness, by Kevin McAulay, GM, Group Marketing & Communications, Super Retail Group (Parent company of Super Cheap Auto, BCF, Amart Sports, Rebel, Goldcross Cycles & Ray’s Outdoors)

Past Forums:


The Marketing Forum program typically consists of a combination of keynote case-study presentations by leading brands, as well as expert panels discussing current and topical franchising issues.

The program is designed to boost the knowledge and future effectiveness of franchise marketing manager in their complex and challenging role by providing insights into real issues and real problems faced by other franchise brands.
The current Marketing Forum program is under development, however for an insight into this event, please view the program of a previous Forum below:

Open Exchange Session:

A key feature of each Forum is the Open Exchange session, in which all delegates participate in a facilitated discussion on five current marketing hot topics. Four of these topics are determined in advance, and the fifth topic is decided by the group on the day, so that the Forum’s content is customised to suit its participants.

Not only is this highly engaging and creates high-level exchanges among participants, but the learning outcomes are also summarised and provided to participants after the forum as a learning resource. 

See Open Exchange Summary here »


Franchise Marketing Forum 2017 Open Exchange topics:

  • Topic 1: How do you motivate and incentivise franchisees to activate local area marketing (LAM)
    initiatives? What systems or processes do you use to support LAM? What LAM initiatives have
    worked best for you?
  • Topic 2: Social media misfires and bullseyes: Share your biggest social media fail and success,
    how your franchisees were affected, and what you learned from the experience.
  • Topic 3: How do you recruit, retain, reward and motivate marketing support personnel? What are
    the key things you’ve learned about getting the best from staff (or even your own performance)?
  • Topic 4: Mystery shopping: How often should you do it, what do you look for, and what was your
    most shocking mystery shopping discovery? What have you changed as a result of feedback
    from mystery shopping?
  • Topic 5: (to be determined by the audience on the day)

Recent Open Exchange topics have included:

  • What costs (other than creative, production and media) do franchisors charge to the marketing fund?
  • Why do franchisees hate the words “brand refresh”, and what can franchisors do to get franchisees onside with rebranding initiatives.
  • From sales to fulfillment: Should franchisors control the development and execution of ALL marketing activities (including LAM), from start to finish so that franchisees need only concentrate on customer service?
  • Surviving a failed campaign: Rebuilding respect and trust with franchisees after a campaign has bombed.
  • How do we manage our online reputation when franchisees make comments about gay marriage or other controversial issues?
  • What incentives can we use to get all outlets and their staff to really drive local area marketing?
  • How can we attract and retain quality marketing staff who will stay for longer than two years?
  • How to establish, manage and maximise the benefits of a marketing advisory committee made up of franchisees or other stakeholders?
  • How do we manage and incentivate the performance of our advertising agency, PR firm and other marketing partners?
  • How do we reinvigorate our brand during tough trading conditions?
  • How can we better utilise our field support teams to improve Local Area Marketing results?
  • Marketing gems we’ve learned from our franchisees and how we’ve adapted them to benefit the network as a whole.


By providing an environment in which frank and open discussion occurs, forum participants learn from each other while at the same time building relationships for ongoing networking and future exchange.



  • “The joy of this event is speaking to (and hearing from) other franchise marketers who do the exact same thing you do” Joel Goodsir, Head of Marketing, Inspirations Paint.
  • “An awesome forum to share challenges, social media insights and others. See tried and tested activities others are doing which may fit with your franchise” Hannah Famechon, National Marketing and Product Manager, Lenard’s Chicken.
  • “Great day, got a lot out of it. Really enjoyed the open exchange forum where we all shared ideas” Monica Grzesiak, National Marketing Manager, Soul Origin.
  • “Great information for new franchise operator like me. Informative, baseline case studies and content” Tim Ricketts, Director, Mind Champs Reading and Writing.
  • “Fantastic speakers and topics. I found the overall day an excellent opportunity to network and improve my professional development” Kristen Hills, Marketing Executive, Battery World.
  • “Highlights we are on the right track, however provides other ideas for us to include into our structure and process” Bob Crotty, General Manager, Floor World.
  • “I found the Franchise Marketing Forum content very relevant” Karin Ingram, Marketing Manager, Kwik Kopy Australia.
  • “I attended for the Forum program and networking opportunities and have been to previous Forums” Scott Hunt, CEO, Fitness Enhancement.
  • "Terrific. Really interesting and relevant breadth of topics from different style retailers and marketing experts.” Avril-Summer Cusack, Marketing Manager, The Cheesecake Shop.
  • "Size of the forum and intimacy of the day made for good value and learning, excellent experience" Jen Parker Marketing Manager, Ray White Realty.
  • “Great key speakers and mix of other brands to network” Phil Colburn, Managing Director, Red Rock Noodle Bar.
  • “Good mix of speakers. Good takeouts. Great networking opportunity” Jessica Davic, Local Store Marketing Manager, The Coffee Club.
  • “Great forum with a good balance of networking and education” Deb Farnworth-Wood, CEO, Australian Skin Clinics.

Sponsorship Opportunities:


Get access to network with senior level franchise marketing directors and managers at the Franchise Marketing Forum.

Sponsorship packages are available to select organisations, please email with a sponsorship kit request for more information.