At United Franchise Group, our success is driven by people who go above and beyond every day. Across our brands and regions, these team members embody a “whatever it takes” mentality—showing that at UFG, teamwork goes beyond collaboration. It’s about commitment, care, and treating one another like family.
For Brian Kinney and Paula Mercer, both celebrating 18 years with UFG, family has meant saying yes to new challenges and growing alongside the company. Brian, now Global Support Manager, describes his approach simply: “The first thing I tell anybody I mentor is: never put yourself on an island.” From regional leadership in the Pacific Northwest to supporting global teams, Brian has always focused on lifting others.
Brian Kinney, a key leader at United Franchise Group, showcases over 18 years of experience in driving franchise growth, supporting entrepreneurs, and overcoming challenges to achieve business success with the world’s top franchise brands.
Paula has followed a similar path of growth, beginning at the front desk and moving through roles in training, marketing, purchasing, and operations before becoming Vice President of VAST. “It’s not always about knowing everything—it’s about being willing to step up, manage the process, and make things work,” she says. Together, their stories remind us that longevity at UFG isn’t about standing still—it’s about adapting, collaborating, and growing as a family.
Paula Mercer successfully advances from front desk to VP at Vast, exemplifying embracing unknown to create lasting impact in franchise management.
That same “whatever it takes” mindset drives Matt Cozza. Over the past eight years, he has helped shape real estate strategies for our VAST division. His innovative push for second-generation office spaces has saved franchisees both time and money. “One of my initiatives has been to get franchisees open faster and with fewer out-of-pocket expenses,” Matt explains. “Last year, 20% of our deals were second-generation opportunities, which shortened the timeline considerably.” For Matt, family means facing challenges together, making quick decisions, and always keeping franchisees at the center.
That same spirit of adaptability and the company-wide “whatever it takes” attitude defines Jim Butler, who is celebrating 35 years with UFG. Jim has worn more than ten hats in his career, from selling signs to leading sales divisions, and he’s built a reputation on one principle: say yes and do the work. Whether painting stores in the early days or driving strategic initiatives, his willingness to roll up his sleeves has earned trust across the organization. His journey shows us that family isn’t just about titles; it’s about commitment and service to something bigger than yourself.
Matt Cozza, a dynamic franchise professional, specializes in helping franchisees succeed by offering innovative support for franchise launches and real estate services; his expertise is helping grow the United Franchise Group brand and supporting franchisee success.
That same spirit of adaptability and the company-wide “whatever it takes” attitude defines Jim Butler, who is celebrating 35 years with UFG. Jim has worn more than ten hats in his career, from selling signs to leading sales divisions, and he’s built a reputation on one principle: say yes and do the work. Whether painting stores in the early days or driving strategic initiatives, his willingness to roll up his sleeves has earned trust across the organization. His journey shows us that family isn’t just about titles; it’s about commitment and service to something bigger than yourself.
Kelly Freyder, a dynamic team member at United Franchise Group, exemplifies dedication and enthusiasm in franchise development.
For Kelly Freyder, the family spirit shows up in her daily work as an Executive Assistant. In less than two years, she’s already become known for her adaptability and positivity. When a travel crisis hit during Expo 2024, she was fielding calls at 3:30 in the morning and rebooking more than 60 flights so franchisees and staff could arrive on time. “Whatever it takes means more than just going above and beyond,” Kelly explains. “It’s doing things with a positive mindset and assuming the best intentions of your coworkers.” Her approach reflects what makes family strong: everyone pitching in when it matters most.
Kelly Freyder, a dynamic team member at United Franchise Group, exemplifies dedication and enthusiasm in franchise development.
Matt Fitzpatrick, General Manager of Signarama Australia, also leads with that same mindset. Having started his journey in 2004 as the first EmbroidMe (now Fully Promoted) franchisee in Australia, Matt knows firsthand what franchisees put on the line. That experience shapes his leadership today—empathetic, direct, and rooted in service. His mantra is simple: “If something needs to be done, do it.” For Matt, family means supporting one another and turning challenges into opportunities for growth.
Leading with empathy in franchise business success and leadership.
Rob Muratore has been with UFG’s Australian team since 1998 and embodies this approach in action. From IT to operations to training, Rob has done it all, including setting up six stores in six weeks. “Sometimes you just have to do whatever it takes,” he says. “If that means hanging up garments in a Fully Promoted store one day and leading training the next, that’s what we do. Franchisees are putting their life savings on the line—you give them everything you’ve got.” For Rob, the word that sums up his UFG journey is simple: “Grateful.”
And then there’s Sally Rodriguez, who just marked her 10-year anniversary. Sally has worked in purchasing, legal, and now franchise real estate—always bringing a spirit of connection to her roles. “You have to be willing to pivot,” she says. “Family means doing what you’d do for your own loved ones, whether that’s staying late, pitching in at an event, or just making sure someone feels seen and supported.” She believes the little things matter most: “People might not remember exactly what you did, but they’ll remember how you made them feel.”
Sally Rodriguez, part of United Franchise Group, exemplifies leadership in franchise business development and organizational success.
From veterans who’ve dedicated decades to those carving out new paths, these stories share the same thread: we are more than colleagues working side by side. We are a family—one built on adaptability, service, and a shared “whatever it takes” attitude.