#United States #Atlanta #Authority Brands #Elicia Azali #Whitney Woodward

Authority Brands' New Executives Make Their Mark

In a significant move to bolster its leadership team, Authority Brands, a leading multi-brand home services franchisor in the U.S., has appointed Elicia Azali as Chief Customer and Marketing Officer and Whitney Woodward as Chief People Officer. Both leaders are based in Atlanta, Georgia, and bring a wealth of experience to their new roles, aiming to enhance the support offered to franchise owners and team members.

Strategic Appointments for Growth

The addition of Azali and Woodward is part of Authority Brands' strategy to accelerate growth and foster people development. Jay Caiafa, the Chief Executive Officer, emphasized the importance of strong leadership in supporting their franchise network and driving overall success. He stated, "Authority Brands is a people-serving-people business, and the strength of our leadership team plays an important role in how we support our franchise owners, brands, and team members."

Elicia Azali: Leading Customer Engagement and Brand Strategy

As Chief Customer and Marketing Officer, Elicia Azali is tasked with overseeing the customer experience, brand strategy, and marketing efforts vital for attracting and retaining customers in local markets. Her expertise includes leveraging digital innovation and data analytics to improve marketing strategies and enhance brand presence.

Prior to joining Authority Brands, Azali served as Chief Marketing Officer of Beazer Homes, where she shaped national brand strategies and drove digital customer experiences. Additionally, she held notable positions at American Family Insurance Group and Nationwide Insurance.

Reflecting on her appointment, Azali stated, "The way homeowners find, choose, and connect with home service providers is changing rapidly, and Authority Brands is embracing that shift by finding new ways to meet customers where they are. I am excited about the investment in technology and marketing that allows us to better understand and engage with customers."

Whitney Woodward: Championing People-Centric Growth

Whitney Woodward, taking on the role of Chief People Officer, will focus on the company's people strategy, which includes talent attraction, development, and fostering an effective organizational culture. Her past experience includes leading the people strategy at Employbridge and serving as Senior Vice President at The Aaron's Company.

Woodward's commitment to putting people at the center of business operations is clear. "Successful organizations are built on strong teams and a culture where people feel connected to each other, the business, and a shared purpose," she remarked.

Authority Brands: A Robust Portfolio

Authority Brands operates 15 diverse home service franchise brands including the likes of America's Swimming Pool Company, Benjamin Franklin Plumbing, and Mister Sparky Electric. The combined system yields over $2 billion in annual sales across more than 2,700 territories, overseen by over 1,000 franchise owners.

The company is dedicated to enhancing franchisee support, accelerating growth, and expanding its market-leading brands. Through the expertise of Azali and Woodward, Authority Brands aims to strengthen its operational support for franchisees, ultimately serving customers better and driving sustainable growth for everyone involved.

Azali and Woodward officially took on their roles on November 2, 2026. The focus ahead for Authority Brands is clear—investing in technology, people, and marketing to drive a competitive edge in an evolving market landscape. As they embark on this journey, the company encourages qualified franchise owners across the U.S. to join their successful network, learning more about opportunities at AuthorityBrands.com.