Top 25 Franchise Marketing Leaders: Kelsey McManemin — Vice President of Marketing, HTeaO

Name: Kelsey McManemin
Role: Vice President of Marketing
Brand: HTeaO
Brand Website: https://hteao.com/

With more than a decade of marketing experience at powerhouse restaurant brands like Raising Cane’s, Salata, Fuzzy’s Taco Shop and CiCi’s Pizza, Kelsey McManemin now leads the charge at HTeaO, one of the fastest-growing beverage franchises in the country. As vice president of marketing, she’s spearheading national and local marketing initiatives designed to solidify HTeaO’s position as a household name — while supporting franchisees in creating meaningful connections with their communities.

Recognized by QSR Magazine as a “Young Restaurant Leader to Watch,” McManemin combines strategic thinking with hands-on operational knowledge. Her focus is squarely on driving unit-level profitability, building brand awareness, and positioning HTeaO at the forefront of beverage innovation.

Q&A With Kelsey McManemin, Vice President of Marketing, HTeaO

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

Kelsey McManemin: What I love most about franchise marketing is the energy that comes from the field. It's fast-paced, collaborative and grounded in real-time feedback from franchise owners. You’re not just pushing a brand message; you're empowering local entrepreneurs who are deeply embedded in their communities. The ability to support their success and see the direct impact on their families and the neighborhoods they serve is incredibly rewarding.

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

McManemin: It starts with truly listening. Each franchisee faces a unique set of challenges, and it’s our job to understand not just the surface-level concerns but the daily realities they’re up against. From there, we can offer thoughtful, strategic support that goes beyond short-term promotions and instead drives higher-ticket traffic, fosters innovation and leverages vendor partnerships that add real value, especially when it comes to LTOs and rollouts. At the heart of it all is a relentless pursuit of unit-level profitability. That means staying true to the brand promise while remaining agile and proactive, meeting franchisees where they are and designing layered, intentional strategies that directly impact the bottom line.

1851: What do you see as a franchise brand’s largest marketing opportunity?

McManemin: Brand awareness, hands down. When you're in growth mode, the biggest opportunity — and challenge — is building widespread brand recognition while maintaining a hyperlocal presence. For us, that means amplifying the HTeaO brand nationally while supporting franchisees in connecting authentically with their local communities. It’s a balance of reach and relevance.

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

McManemin: Beverage innovation is the name of the game, and it’s not slowing down. From trending flavors to unexpected brand collaborations, consumers are craving what’s new and next. Staying ahead means not only watching where the market is going, but listening closely to what our customers are asking for. At HTeaO, we’ve seen that our guests respond incredibly well to both innovation and incentives; whether it's a new seasonal flavor or a double-points day through our loyalty program. However, innovation only matters if it’s backed by consistency. In a competitive landscape, the brands that rise above are the ones that continue to deliver fresh ideas without ever compromising on quality or the value they promise guests.

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

McManemin: AI is going to change everything and for the most part already has. From digital ordering to personalized loyalty programs to how we engage on social media, AI will become an essential part of how we operate. But at the same time, I believe we’ll see a return to human connection. In a world that’s becoming increasingly automated, the brands that win will be the ones that strike the right balance of leveraging AI for efficiency and scale, while doubling down on authentic, personal experiences that can’t be replicated by a robot.

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.