Top 25 Franchise Marketing Leaders: Charlene Bush — Marketing Director, TWO MEN AND A TRUCK

Name: Charlene Bush
Title: Marketing Director
Brand: TWO MEN AND A TRUCK*
Brand Website:  https://twomenandatruck.com/

Charlene Bush, marketing director at TWO MEN AND A TRUCK, believes successful franchise marketing starts at the local level — with a laser focus on driving profitable customer acquisition. While national branding and storytelling are important, Bush says the true impact on unit-level economics comes from connecting franchisees with customers in their communities. That’s why she emphasizes building systems that make local marketing scalable and effective, ensuring each franchisee has the tools to compete and thrive in their market.

“Franchises sit in a unique position: they have the resources and brand power of a national company, but they win (or lose) at the local, community level,” Bush said. Her mission is to bridge that gap with marketing strategies that are personal, actionable and rooted in real customer needs. Looking ahead, she sees generative AI as a game-changer in creating customized experiences, and predicts a major shift from marketing as a broadcast tool to something more collaborative — where customers are empowered to shape the brand alongside the company itself.

Q&A With Charlene Bush, Marketing Director, TWO MEN AND A TRUCK

1851 Franchise: What do you love most about franchise marketing?

Charlene Bush: I love that every day is different, I love connecting people with needs to a great service, and I love coming alongside an incredible brand and crafting a narrative that customers can connect with that showcases who we are as a company and highlights the services that we provide.

1851:  What do you see as the single most important thing franchise marketing pros can do to impact franchisee’s unit level economics?

Bush: Franchise marketing should be relentlessly focused on driving profitable local customer acquisition, because that's what truly moves unit-level economics. Everything else (brand storytelling, PR, national campaigns, etc.) should support this core goal.

1851: What do you see as the largest marketing opportunity for franchise brands?

Bush: Franchises sit in a unique position: they have the resources and brand power of a national company, but they win (or lose) at the local, community level, so creating scalable, hyper-local marketing systems that feel personal, but operate at national scale is important.

1851: What are the top marketing trends you see for 2025?

Bush: Generative AI and hyper-personalization. Generative AI is revolutionizing content creation, enabling brands to produce tailored messages at scale. This technology allows for the crafting of personalized experiences that resonate with individual consumers, as well as enhance engagement and loyalty.

1851: What is one bold prediction you have for what’s next in marketing?

Bush: That marketing will shift from “broadcast” to “collaboration.” Marketing is rapidly shifting from brands talking at customers to customers shaping the brand. The next leap? Empowering customers with AI co-creation tools — branded, guided and scalable.

Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.