Strategic Franchising Systems Announces Peter Eberly as New Vice President of Brand Development

CINCINNATI, OH – Strategic Franchising Systems is thrilled to welcome Peter Eberly as its new Vice President of Brand Development. With two decades of experience in both B2B marketing and brand development, Eberly is perfectly positioned to drive growth and innovation for Strategic Franchising Systems’ diverse franchise portfolio, which includes Fresh Coat, Caring Transitions, The Growth Coach, Pet Wants and TruBlue.

New Vice President

Eberly’s experience in B2B marketing, both with mature companies and smaller start-ups, includes leading marketing organizations focused on lead generation, content strategy, branding, product management and more. His most recent leadership role at Aeroseal, a climate tech late-stage start-up, showcased his ability to significantly impact marketing strategy and execution.

"What excited me about Strategic Franchising Systems was the impressive diversity of the five brands and their strong market fit,” said Eberly. “TruBlue and Caring Transitions services the aging demographic, for example, while Pet Wants serves the growing number of pet owners in the country. From a marketing and brand development perspective, you have to believe there is growth potential in the products and the brands.”

Additionally, this attractive consumer value proposition translates to a more attractive business opportunity for franchise owners, Eberly says.

“Over the last couple of years, our world has fundamentally changed, and more professionals are seeking meaning in what they are doing,” said Eberly. “Our franchise concepts offer unique opportunities, especially in the post-COVID landscape. That really drew me to this role.”

Brand Development Efforts

Since joining the team earlier in 2023, Eberly has led brand development efforts with a clear focus on enhancing franchise messaging, positioning and sales enablement. He emphasizes not just lead generation but also nurturing these leads through the sales funnel, recognizing the emotional and life-changing decision that comes with franchise development.

“We already have a strong lead generation engine, and my goal is to optimize this further, ensuring we efficiently convert leads into successful franchise partnerships,” Eberly said. “It's about telling our story — the nuances, advantages and differentiators of the five brands in our portfolio — compellingly in order to attract a wider range of stakeholders. How can we convince entrepreneurs that we are a better option than the corporate status quo? There are opportunities around every corner.”

Looking ahead, Eberly's excitement for his role is palpable, especially given the potential he sees in the five SFS brands he now works with.“Confirming the enormous potential of these brands and seeing their well-positioned status for current market trends has been a great affirmation,” he said. “I am eager to leverage every opportunity to propel these brands to new heights. I can’t wait to see what the future holds.”

Future Growth Plans

Since the start of 2023, Strategic Franchising Systems has opened nearly 70 new units across its portfolio. Under Eberly’s leadership, the team anticipates significant advancements in its marketing strategies, further solidifying its position in the franchising industry and continuing to attract passionate entrepreneurs to its family of brands.

"We couldn’t be more excited to welcome Peter to the team,” said Chris Seman, President of Strategic Franchising Systems. “We are in the business of providing entrepreneurs with the best opportunities to control certainty in their lives, work within the franchise network and operate in a needed industry. This makes Strategic Franchising Systems very attractive in today's marketplace and we want to bring this opportunity to as many people as possible.”

Strategic Franchising Systems has been creating and providing affordable franchise business models to help people achieve their dreams for over 30 years. The franchise development company has five unique home-based, low-cost franchise opportunities: Nationally recognized painting franchise Fresh Coat, senior home-relocation and estate sales concept Caring Transitions, business and sales coaching concept The Growth Coach, fast-growing natural pet food and pet grooming brand Pet Wants and the only national provider of total house care, inside and out, for seniors and busy families, TruBlue. Strategic Franchising Systems has been designed to help franchisees win. For more information, visit

With a 20-year track record in B2B marketing, Eberly brings his expertise to enhance brand development and franchise growth across the franchisor’s diverse portfolio.