Franchise Marketing Veteran Abby Gruber Joins FranNet as Director of Marketing

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Gruber will leverage her experience as a franchise marketer and franchise owner to help the consultancy reach new franchisee prospects across the country.

FranNet, the locally owned and operated franchise consulting firm with more than 100 experienced consultants across the U.S., Canada and Germany, has added a new name to its roster of expert franchise professionals.

Abby Gruber, a marketing veteran and franchise owner from Lancaster, Pennsylvania, has joined the FranNet team as the company’s new director of marketing.

Gruber got her start in marketing as an account manager at an agency in Lancaster, where she was introduced to a range of different industries — ”everything from chocolate to steel to vapor,” she said.

Following that role, Gruber was hired as a marketing and franchise development coordinator with Soccer Shots Franchising, where she got her first taste of franchising — an industry she quickly fell in love with. Over the next five and a half years, Gruber worked her way up to director of marketing with Soccer Shots while also operating two of her own Soccer Shots franchise locations with her fiance.

Now, as FranNet’s new director of marketing, Gruber says she’s excited to share her love of franchising with entrepreneurs around the country.

“One of the things I love about the franchise industry is the network of people,” she said. “The relationships are amazing. Even across brands and companies, there is a willingness to share what’s working and what’s not. There’s no better environment to learn and grow as an entrepreneur.”

In her role with FranNet, Gruber says she is eager to make the most of the brand’s ambitious and effective marketing strategy.

“FranNet already has a fantastic marketing infrastructure, and my goal is to take that and run with it,” she said. “We’re going to be very strategic and very proactive to make sure our consultants have a ton of content and tools to market themselves.”

Among the marketing tools Gruber is helping to make available to consultants are lead-nurturing programs, marketing calendars and resources for prospecting, social media and brand awareness — “everything they need to market themselves effectively.”

According to FranNet Chief Marketing Officer Liane Caruso, Gruber arrives at a critical time for the franchise, when consultants are contending with a marked influx of new franchisee prospects seeking new careers after COVID-related layoffs.

“The pandemic has been an enormous challenge for so many people, many of whom are now looking for new career opportunities, which is a major opportunity for franchise brands,” Caruso said. “It is crucial that our consultants maximize brand awareness, and we’re thrilled to leverage Abby’s extensive expertise as we roll out new marketing strategies and resources for our consultants.”

FranNet is North America’s most respected leader in matching individuals with franchise ownership opportunities. Founded in 1987, FranNet has more than 100 experienced consultants across the United States, Canada and Germany. FranNet uses a proprietary profiling and consultative process to determine a business model unique to each client’s goals, skill sets and interests, and has matched thousands of prospective business owners to rewarding small business franchise opportunities. Headquartered in Louisville, Kentucky, FranNet is the only locally-owned and operated franchised consulting firm.    

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Lauren Turner
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