When The Franchise Woman Podcast welcomes a guest, the conversation rarely stays on the surface. Hosted by Rebecca Monet, CEO and Chief Scientist at Zorakle Profiles, alongside co-host Tracy Kawa, the show consistently explores the deeper layers of leadership, identity, and growth within franchising.

This episode featuring Chantel Soumis is a standout.

What unfolds is not just a discussion about marketing tactics or AI trends. It is a thoughtful exploration of courage, creativity, and connection and how those qualities shape strong brands, resilient leaders, and meaningful communities.

For anyone building a franchise brand, leading a marketing team, or navigating the evolving role of AI in business, this conversation offers practical insight wrapped in genuine humanity.

A Fresh Perspective on Franchising

Rebecca introduced Chantel as a freshman in franchising, a label Chantel embraced with warmth and curiosity.

While she may be new to the franchise industry, Chantel brings more than twenty years of marketing leadership experience across industries including pharmaceutical, SaaS, and big tech – quite the portfolio if you ask us. That outside perspective gives her a unique lens. She sees franchising not as an insider bound by tradition, but as a strategist trained to spot patterns, inefficiencies, and opportunities for connection.

Her entry into franchising also came with a personal revelation.

Only recently did Chantel fully recognize that her parents had been franchisees. They owned BP gas stations, oil change facilities, and even a popcorn business. Growing up, she witnessed firsthand what it meant to operate within a system while still showing up as a pillar of the local community.

Looking back, she sees how much those experiences shaped her understanding of entrepreneurship, resilience, and relationship-driven business.

That combination of professional depth and personal history now fuels her work inside the franchise space.

Creativity as a Strategic Advantage

One of the most compelling threads in the conversation was Chantel’s relationship with creativity.

Her love for making things started early, inspired by a mother who believed in turning nothing into something. Craft projects, painting, and imaginative play were not hobbies. They were problem-solving exercises in disguise.

That mindset still defines Chantel’s approach to marketing today.

She once wore a pin that read Crafty as a Fox, a phrase that perfectly captures her philosophy. Creativity is not about aesthetics alone. It is about resourcefulness, adaptability, and curiosity.

In modern marketing, especially within franchises, creativity is not optional. Brands are competing for attention in crowded digital spaces. Those who thrive are the ones willing to experiment, test, and build with intention rather than fear.

Chantel sees tools like AI not as replacements for creativity, but as amplifiers for it. When used thoughtfully, they allow marketers to explore ideas faster, iterate more effectively, and focus on the work that actually matters.

Courage Over Confidence in Leadership

One of the most resonant moments of the episode came when Chantel spoke candidly about confidence.

She admitted that confidence has never come easily to her. And yet, her career is filled with bold moves, leadership roles, and moments of visibility.

The difference, she explained, is courage.

Courage is not the absence of fear. It is the willingness to act in spite of it.

She shared a pivotal story from the pandemic, when she reached out to actor Matthew McConaughey for an interview. On paper, it felt like a long shot. In reality, it became a turning point.

That experience shattered the idea that some people are untouchable. It reinforced a powerful truth: most opportunities are missed not because we are unqualified, but because we are unwilling to ask.

Rebecca Monet underscored this distinction beautifully during the conversation. Confidence may waver, but courage allows leaders to take initiative, show up authentically, and build momentum even when certainty is missing.

For franchise leaders, this lesson is especially relevant. Growth requires risk. Expansion requires belief. And leadership requires action long before everything feels comfortable.

The Fractional CMO Advantage

In her role as a fractional Chief Marketing Officer with Stay in Your Lane, Chantel operates at the intersection of strategy, execution, and leadership.

The fractional model allows her to work with multiple brands at once, gaining insight into what works across industries and what consistently fails. That pattern recognition becomes a powerful advantage for her clients.

She described the role as wearing every hat while knowing when to take each one off.

Affectionately referred to as a Swiss Army knife, a marketer who can adapt quickly, think holistically, and solve problems without ego Chantel shares modern marketing leaders must be versatile. They must understand brand, data, systems, and people.

In franchising, this flexibility is critical. No two systems are the same, but the underlying challenges often are. A fractional perspective allows leaders to apply tested strategies without being locked into a single way of thinking.

AI, Branding, and Responsibility

A significant portion of the conversation focused on AI, not as a trend, but as a responsibility.

Through Train in Your Lane, Chantel helps companies develop AI intuition, the ability to understand how AI tools work, where they add value, and where boundaries are necessary.

She emphasized the importance of clear AI policies, especially in franchise environments where sensitive information like financials, operations data, and proprietary systems are involved.

Without guidelines, teams may unknowingly expose confidential data through public tools.

But beyond risk management, Chantel sees AI as an incredible opportunity for brand clarity.

Modern AI tools can now interview individuals, analyze tone and values, and help articulate a brand voice with surprising accuracy. When used ethically, they become powerful assistants that help leaders express who they already are.

The key is intention. AI should support thinking, not replace it.

Personal Branding in the Franchise World

Personal branding was another major theme of the episode.

Chantel believes personal brand is not about self-promotion. It is about alignment. When who you are and what you do are in sync, your message resonates naturally.

For franchise systems, this matters at every level.

Franchisees who feel empowered to share their stories become authentic brand ambassadors. Employees who understand the mission communicate it more clearly. User-generated content becomes a living, breathing extension of the brand.

Chantel encouraged leaders to start with self-awareness tools such as DISC, Myers-Briggs, or Human Design. From there, AI can help translate those insights into content that feels natural rather than forced.

Every post, every video, every interaction becomes an opportunity to create connection.

Passion, Purpose, and Sustainable Growth

Throughout the episode, one thing is unmistakable. Chantel genuinely loves the work she does.

Her enthusiasm is not performative. It comes from curiosity, play, and a belief that marketing should feel meaningful.

Rebecca captured it perfectly when she noted that Chantel’s passion is contagious and that marketing is not just about metrics, but about meaning.

That mindset is especially important in franchising, where long-term success depends on trust, consistency, and human connection.

Growth built without purpose burns out. Growth built with intention scales.

Why This Conversation Matters

This episode of The Franchise Woman Podcast offers more than inspiration. It offers a blueprint for modern franchise leadership.

It reminds us that courage matters more than confidence. That creativity is a strategic asset. That AI requires responsibility as much as excitement. And that personal connection is still the most powerful marketing tool we have.

For franchise leaders navigating growth, branding, and innovation, these lessons are not optional. They are foundational.

Listen to the Full Episode

To hear the full conversation with Chantel Soumis, including deeper insights on branding, AI, leadership, and creativity, listen to the episode of The Franchise Woman Podcast: Where Passion and Purpose Collide.

Listen to the full podcast episode
 

If you’re looking to pick Chantel’s brain or follow along with the latest and greatest marketing insights, connect with Chantel on LinkedIn or reach out to the Stay In Your Lane team and let Chantel and SIYL’s marketing gurus work some magic for your organization.