Top Women in Franchising: Carly Wooley, IFA Senior Director of Advertising

Ever since 2008 when she joined the International Franchise Association (IFA) staff, Carly Wooley has been a prominent figure in the franchise world. Her role as Senior Director of Advertising for the organization places her at the epicenter of the industry’s latest happenings. Wooley has an important job making ad sales and furthering the word about all that franchising has to offer; she, however, doesn’t see it as “work.” 

“Having been in this role for 14 years, I tell anyone to ask that I love the job and love the franchising space and community,” Wooley explained on an episode of The Franchise Woman podcast with career coach/author Tracy Kawa and publisher Rebecca Monet. “They say that if you love what you do, you never work a day in your life, and I really feel that way because getting to talk to new people and make connections is such a blessing.”

Wooley started out her path in the advertising world at Auburn University in her home state of Alabama, graduating with a Bachelor's Degree in Marketing in 2003. Following her schooling, she spent five years with local news stations WLTZ NBC 38 and The CW GA-BAMA as an advertising executive.

Almost 15 years ago, Wooley joined the IFA’s advertising team. Back when she started, there were a few others in the department, but there have since been some organizational changes, and now she is the entire team. Her role is a dynamic one, handling all marketing and media opportunities for the large-scale organization.

“I went from a very narrowly focused role within the association to a much bigger role, seemingly overnight,” said Wooley on the podcast. “That was a pivotal moment in my career because it propelled me forward in this position and gave me the confidence to do all that I’ve accomplished in the last two years. I have a voice and a seat at the table.”

This year, Wooley was recognized by Entrepreneur Media in its list of Top Influential Women in Franchising, a celebration of female leaders in the industry. In a post thanking the publication for being mentioned, Wooley wrote, “I am humbled and truly grateful. I look up to these women, and to be included in a list with them leaves me speechless. They are all franchise rockstars.”

“Franchising provides support and allows for career advancement for women in ways other businesses do not, helping break down barriers to get into business while also allowing women to bypass the typical career path,” she told Entrepreneur.  “In addition, the franchise model allows you the flexibility to be in a work environment that fits your lifestyle.”

One of her favorite parts of the franchise world is the opportunity to constantly network with new people that help build each other up professionally. Wooley has been a remote worker the entirety of her career with the IFA, so she really values getting to make true, personal connections.

“With technology, I have to figure out a way to be intentional about how I connect with people,” she told Kawa and Monet. “I want to really get to the heart of who people are. That is something that's really important and that guides me day in and day out.”

At the end of the day, those connections are what business is all about. A referral from a friend at the IFA is what got Wooley the job there in the first place, so she knows this all too well and is happy to be a conduit. 

“When I look to my female relationships in the industry, I try to be a connector and an encourager, trying to lift up other women in the space,” she added. “I try to learn as much as I can from each of them and lean on them when needed, then hope they'll do the same with me.”