Shana Krisan, Chief Marketing Officer, Goldfish Swim School

Shana Krisan is an accomplished franchise marketing veteran. As the Chief Marketing Officer for the Goldfish Swim School franchise, Shana was instrumental in growing the brand from 10 locations to now over 100 locations nationwide. Shana is a regular speaker at IFA events, sharing her expertise and knowledge of how to build a success strategy in the marketing space.

In 2021, Shana spoke at the Emerging Franchisor Conference about how to start and build a marketing team for an emerging brand. Shana shared why she keeps coming back to the Emerging Franchisor Conference and how helpful it can be to titans of the industry like herself and for entrepreneurs new to franchising.

What was the benefit of attending the Emerging Franchisor Conference for the first time?

One of the reasons I like to work with emerging franchisors is that I really love learning about new segments and new concepts in franchising. It helps me think differently and strategically about the tactics they are using and the opportunities they’re taking advantage of.

Was there anyone you connected with at the Emerging Franchisor Conference that you’ve continued to stay in touch with?

After EFC, I put together a little group of CMOs (Chief Marketing Officers) and Vice Presidents of Marketing, we meet bi-monthly, talk about vendor partners, new things we’re doing, and just help solve each other’s problems.

That’s awesome

Yeah, it’s great. There’s about ten of us from different industries within consumer marketing in franchising, everything is applicable.

What is the best part of the Emerging Franchisor Conference for an experienced industry veteran like yourself?

The networking component is the best, having substantive conversations with people. I love mentoring as well, it fuels me as well, I love to talk through something, I love it when people can learn from my mistakes and I can help them in some way.

What advice would you give to an emerging franchisor attending the Emerging Franchisor Conference for the first time?

Know where you are right now and what your needs are. Think forward a little too because those needs are going to change, start to think about the future. You have to open up, you have to network, be vulnerable in those communications, people are here to help, to guide you, to support you, and we understand.

What advice in general would you give to a potential franchisor or someone new in franchising?

Do your research. Know your consumer as much as you know yourself, don’t put your own biases in place when talking about what media channels. That research, that understanding, the deep understanding of the customer experience should guide all your marketing. Hire marketing sooner than you think you need it. Investing in marketing will pay dividends in the future. Get people in there that know more than you do that you don’t know enough about, let them help you.