How Threshold Brands’ VP of Marketing James Doyle Continues To Pave New Ways in the Industry

When James Doyle began his career in franchising nearly two decades ago, he was working as a marketing manager for a franchise with just over 30 units.

“I started back at MaidPro 17 years ago. When I started, we had about 30 locations in the franchise system, and now we have nearly 300 units across the US and Canada. It has been a rewarding experience being a part of that journey and seeing the company develop into the franchise network we are today.”

As the brand grew, the franchise tools and support needed to evolve along with it. “Over the years, the challenges we experienced were always changing. Supporting a 50 location franchise system looks different from a 150 organization, and that looks different from where we are today. The focus was always to deliver high quality support while continuing to scale and grow the brand.”

The Franchisor expanded to be a multi-brand platform with the addition of FlyFoe (now known as Patio Patrol), a mosquito and tick franchise concept that was built in-house from the ground up.

“I got to see the growth of the brand from concept to launch to growth,” Doyle said. “Everything from creating the branding and messaging to working with the initial franchise owners and rolling out the brand — it was a great experience being part of that team.”

Soon after, Men In Kilts, an exterior cleaning concept, joined the platform.

In 2020, The Riverside Company acquired the trio of brands, and established the Threshold Brands platform. Doyle joined theThreshold Brands team as their VP of Marketing.

“It was a natural evolution to move over on the Threshold Brands side. There is a lot of opportunity that can be realized by encapsulating multiple brands in one platform. Everything from sharing best practices, strengthening our vendor partnerships, and being able to offer our end customer a broader scope of services from within our system.”

Threshold Brands currently backs a total of nine home services brands, providing the resources, support network, education and proven systems that empower its franchises to grow even further.

Now, having held his position at Threshold Brands for just over two years, Doyle says he’s proud of the progress that he has made thus far and is even more excited for the future.

“A lot of my work right now is really foundational work to set us up for the future,” he said. “There’s a lot of work that’s happening within each brand to more deeply understand their consumer, refine each brand’s messaging, and improve the customer experience.”

When prospective franchisees approach a brand, it is because they have a certain goal in mind, be it financial, entrepreneurial, or lifestyle. In constructing the strongest brands possible, Doyle contributes to franchisees feeling more aligned with these goals.

“For example, we just came back from our convention a couple of months ago, where MaidPro was revealing their new brand update,” he said. “I saw a few franchise owners emotional as they saw their brand reflected in a way that they felt about it. They love their brand, and now they’re seeing and hearing that in the messaging that has been created. There’s a deep connection there, and there’s a lot of gratification in being a part of that.”

Threshold Brands is focused on opening doors for franchisees, customers and employees to pursue their dreams. Threshold’s portfolio includes a growing number of franchised service brands, including Patio Patrol, Granite Garage Floors®, Heating + Air Paramedics®, MaidPro®, Men In Kilts®, Pestmaster®, Plumbing Paramedics®, Sir Grout®, USA Insulation® and Granite Garage Floors. More information about Threshold Brands and its franchising opportunities are available at