Helping Founders Build Trusted Brands
I help franchisors, founders and business owners grow through trust, content and simple modern marketing.
People do not join brands because of ads.
They join because they believe in the people behind them.
Trusted by Australia’s largest franchise network and recognised globally for franchise marketing.
- Number #1 in Franchise Executives Annual Top 30 (2024)
- Ranked #6 in Franchise Executives Annual Top 30 (2025)
- Ranked #9 by Favikon for Branding in Australia
- National Finalist – Franchise Marketing Manager of the Year (2025)
- National Finalist – Franchise (FIA Awards – Innovation 2025)
Tens of thousands of content assets published and repurposed
Content consumed by franchise buyers before they enquire
15+ years inside Australia’s largest franchise system
Net +2,100 franchisees added in six years
$60M+ in franchise sales influenced through content-led growth
500+ franchise podcasts created
By the numbers
A trust-first marketing approach built from real work, not theory.
For fifteen years I’ve helped Jim’s Group grow from around 3,600 franchisees to more than 5,700 by focusing on the things that matter: clear communication, honest content and simple systems that build trust at scale.
If people can see you, hear you and understand you, they trust you.
And trust is what grows a business.
Who I am and why I do this
I’m the Chief Marketing Officer at Jim’s Group. Over the past decade and a half I’ve rebuilt our content systems, modernised the brand and helped create Australia’s biggest franchising YouTube channels.
My work is all about helping franchisors, founders and business owners build brands that people trust using transparency, content and simple marketing systems.
Free Franchise Growth Playbook
A 60-page breakdown of the strategies and trust frameworks I’ve used to help grow Jim’s Group and support hundreds of franchisors and founders.
SERVICES OVERVIEW
Franchise Growth Advisory
Strategic advisory for franchisors who want clarity across recruitment, content, and brand. Less noise. Better decisions. Growth that compounds.
Trust Engine Audit and Playbook
If people are watching but not enquiring, trust is the gap. A clear audit of where confidence is breaking across your brand, content, and visibility. Followed by a practical playbook to fix it.
Franchise Leadership Coaching
Ongoing, one-to-one coaching for franchisors and founders navigating growth, leadership, and decision-making. Remote. Confidential. Designed to compound over time.
Keynote Speaking
Need a speaker that see things differently? From foster care to CMO of Australia’s largest franchise. I have a large range of topics I can present about.
Trusted by the founder of Australia’s largest franchise system
“
Joel has been the number one reason for our growth in recent years.
His methods have driven the results we’ve seen across the group.
”
Jim Penman
Founder, Jim’s Group
Podcasts I created and host
The Jim’s Group Podcast
300+ episodes with franchisees and franchisors. One of the highest-ranked franchising podcasts worldwide.
The Jim’s Mowing Podcast
Real stories and practical insights from one of Australia’s most recognised service brands.
Franchise Marketer Podcast
Honest conversations and solo episodes focused on franchising, trust and modern marketing.
The Franchise Marketer Newsletter
One useful email each week with practical insights on franchise growth, trust, content and modern marketing.
Short. Honest. Based on real work inside one of Australia’s largest franchise networks.
Watch & Listen
Ready to grow your brand with trust and clarity?
Tell me what you’re trying to solve and I’ll point you in the right direction.