For immediate release
Alisa Harrison, 202-628-8000
Matthew Haller, 202-662-0770
WASHINGTON, April 23, 2012-International Franchise Association President & CEO Steve Caldeira today announced organizational changes to further enhance IFA's advocacy efforts on public policy issues impacting franchise small businesses at the federal and state levels, and to increase member value as the association continues to deliver best-in-class programs and services.
Caldeira announced that Alisa Harrison, currently IFA vice president of Communications and Marketing, has been promoted to senior vice president of Communications and Marketing. She will continue to report directly to Caldeira and oversee the communications and marketing efforts for the association, including programs and initiatives to promote the importance of franchising to the nation's economy and enhance IFA's voice on major public policy issues among policy influencers.
"Since her arrival at the IFA in 2008, Alisa has reorganized the communications and marketing functions that has led to a steady and impressive rise in IFA's external media impressions, awareness and favorability among key media influencers and policymakers, while vastly-improving internal communications," Caldeira said. "Alisa has also helped to strengthen our strategic planning efforts to ensure that IFA effectively plans for both short and long-term success."
Caldeira also announced that Matthew Haller, IFA's senior director of communications has been promoted to the newly created position of Vice President, Public Affairs and Chief of Staff to the President & CEO.
"The legislative and regulatory environment at both the federal and state levels continue to challenge and threaten the small business community in myriad ways," said Caldeira. "To best defend the assault on the small business community, this new position will create a more centralized role between our advocacy efforts and our media and public relations efforts, particularly in an Election Year. Matt is a proven leader and his accomplishments since joining IFA in 2010 have elevated IFA's voice to demonstrate the impact of current and proposed public policy issues to franchise businesses. In this new position, he will forge a true nexus between Government Relations & Public Policy and Communications & Marketing, as well as assist the CEO in centralizing cross-department strategic initiatives to ensure maximum efficiencies of resources and administrative functions."
Haller will continue to report to Alisa Harrison, and will now have a dotted-line, matrix-style reporting structure to both Judith Thorman (Senior Vice President, Government Relations & Public Policy) and Caldeira.
To help continue IFA's efforts to enhance member services, Caldeira announced that Sara Williamson, currently IFA membership coordinator, has been promoted to Membership Services Manager.
"In Sara's two plus years at the association, she has proved to be an integral partner for our members," Caldeira said. "Her positive attitude and willingness to help all IFA departments has significantly improved our member relations initiatives."
Williamson will continue to report to IFA Vice President of Development Scott Lehr.
To further assist the IFA government affairs and public policy efforts, Caldeira announced that Kevin Serafino, currently team coordinator for the IFA Government Relations & Public Policy department, will assume the title of Legislative Aide to support IFA's outreach efforts to Congress, the Administration and government relations partners in Washington, D.C.
"Kevin's can-do spirit, professional demeanor and steadfast focus on supporting all aspects and departments within the IFA have earned him respect and admiration from his colleagues," Caldeira said. "Since joining IFA as an intern in July 2011, he has become a very important addition to our team."
Kevin will continue to report to Judith Thorman and Jay Perron, Vice President, Government Relations and Public Policy.
About the International Franchise Association
The International Franchise Association is the world's oldest and largest organization representing franchising worldwide. Celebrating over 50 years of excellence, education and advocacy, IFA works through its government relations and public policy, media relations and educational programs to protect, enhance and promote franchising. Through its media awareness campaign highlighting the theme, Franchising: Building Local Businesses, One Opportunity at a Time, IFA promotes the economic impact of the more than 825,000 franchise establishments, which support nearly 18 million jobs and $2.1 trillion of economic output for the U.S. economy. IFA members include franchise companies in over 300 different business format categories, individual franchisees and companies that support the industry in marketing, law and business development.