New York, New York, Tuesday, April 15, 2025:- Franquicias Magazine proudly continues its acclaimed series, “Latinos & Latinas in Franchising,” highlighting prominent individuals making significant impacts in the franchise industry. This installment shines the spotlight on Monica Feid, a respected marketing and public relations visionary whose career has profoundly influenced franchise development nationwide.
Monica Feid is the Chief Operating Officer and Co-Founder of Thunderly Marketing, an innovative marketing firm specializing in helping franchise brands achieve powerful visibility and growth. With over 25 years of dedicated experience in franchise marketing and communications, Feid’s influence is well recognized throughout the industry.
Feid began her illustrious career supporting franchisors and members of the International Franchise Association (IFA) through media relations, igniting a lifelong passion for franchising. Her pivotal move to BizCom Associates (now called Thunderly) in 1999 marked a significant milestone, where she rose through the ranks to President by 2017, and later to Chief Operating Officer in 2022. Her leadership has consistently driven exceptional results in franchise lead generation, brand strategy, and communications.
A committed advocate for education and mentorship, Monica also serves on the advisory boards for the Department of Journalism, PR, and New Media at Baylor University and the Titus Center for Franchising at Palm Beach Atlantic University. Her work in these capacities underscores her dedication to nurturing the next generation of franchise leaders.
Feid is highly regarded for her keen insights into emerging franchising trends, notably addressing the industry’s evolution towards multi-unit and multi-brand investment strategies. Her thought leadership, frequently featured in top publications such as FranchiseWire, continues to shape contemporary franchising narratives.
Through this article, Franquicias Magazine seeks to celebrate Monica Feid’s professional journey, personal insights, and substantial contributions, while inspiring future Latino and Latina entrepreneurs to pursue success within the vibrant franchise community.
FM: What inspired you to enter the world of franchising, and how did your journey begin?
MF: Call it luck. Call it fate. But when I entered agency life many moons ago, my first account was The Dwyer Group, a multi-brand franchisor. Today that company is called Neighborly, the world’s largest home services franchisor with more than 5,600+ franchisees across the Globe. To say I learned business from the ground up with one of the greats would be an understatement. As a publicly-traded company turned private equity darling, founder of the Vetfan program, powerhouse in acquisitions, and leader in the creation and success of platform companies, Neighborly was my first and most important franchising classroom with real-world success in so many ways. Today, my boss is now my business partner and the agency we co-founded 25 years ago continues to support the very best franchisors to grow to new levels. Nothing could be Better.
FM: Can you share a defining moment or milestone in your franchising career that you are most proud of?
MF: When the world went into a global lockdown in March of 2020, franchisors innovated at an unimaginable rate. Their efforts to keep the lights on, people employed, customers served, and the economy going were masterful. A defining moment in my career was how our agency jumped in to communicate and market those changes to the masses for everyone to still do business. Our team did an amazing job supporting School of Rock, Gold’s Gym, Little Caesars, FASTSIGNS, Edible Arrangements, Neighborly, and so many more. Every client remained vigilant in the face of adversity in ways I’ve never seen. Not a single franchisor on our roster closed shop. I turned our agency’s work into my thesis research for a long-overdue master’s degree in American Studies. It was entitled: “At the Crossroads of the American Dream and Mass Media in a Global Pandemic as Seen Through the Lens of Small Business in Franchising.” On the same day that my husband and I moved our daughter out of her freshman dorm at college, I walked into her empty bathroom, put on a cap and gown and crossed the stage at Baylor University for a second time.
FM: What unique challenges have you faced as a Latino leader in franchising, and how did you overcome them?
MF: None. I’ve been gifted with great bosses, great mentors and great colleagues at every turn. Much like the mantra from the International Franchise Association, I view the franchise community as “Open for Opportunity.” Being a Latina in that community hasn’t been a barrier for me.
FM: How has your cultural heritage influenced the way you build and lead your franchise Brand?
MF: Not long after I was born in Boston, my parents returned to San Antonio to raise me and my sister with our extended family. There wasn’t a holiday when we weren’t surrounded with grandparents, aunts, uncles and cousins. As you can imagine, everyone had opinions at the dinner table and nobody was afraid to share. In many ways, I enjoy building that same kind of community at Thunderly. We are a better marketing agency because of our growing team members, their varied skills and the power of our collective voices and views. In my early agency years, out of a lack of recruiting experience, I would have job openings and look for resumes that reflected my own. Yet, much like a big family, everyone should possess their individual strengths. Today, I look for what we don’t have at the agency to build it better and stronger than before. There is a diversity in capabilities, backgrounds, and upbringings that make us a more compelling and successful organization as a result.
FM: In what ways do you feel your franchise brand is contributing to the empowerment of the Latino community?
MF: At Thunderly, we are professional storytellers in everything we do. The majority of franchisors come to our agency to drive leads to the business opportunity, put more flags on the map, and grow their franchise networks to more cities, states and countries. One of the most successful ways we do that is through true stories of franchisees living the dream. We use a variety of mediums: videos, PR, podcasts, website design, social media, blogging, content creation, lead gen advertising and more. The goal is not only to showcase the journeys of successful franchisees, but more importantly to connect with others who desire the same thing. The most beautiful part of our endeavor is in the diversity of stories we tell, Latinos included. Because people are attracted to a franchise opportunity when they can see, hear and identify with someone like themselves. It’s not the stuff of fairytales and fiction. It’s real, tangible, authentic and true.
FM. Why did you choose to collaborate with the Latino Franchise Association?
MF: One of life’s most precious commodities is time. If I have it to give, I try my best to do so.
FM:. What has been your most impactful experience working alongside the LFA?
MF: Sitting in a crowded room at YUM! Brands headquarters in Plano, Texas, surrounded by franchisors, franchisees, suppliers and investors at the invitation of the Latino Franchise Association was magical. The overwhelming optimism for minorities in the franchising community was validation of the opportunities that will continue to grow.
FM: Why is it important to have Latino representation and leadership at the national level in Franchising?
MF: I can only speak from experience. It underscores opportunity without bias. Those with the knowledge and skills to excel do so with an audience. The examples they set don’t emphasize what others should dream about, but rather what is truly possible.
FM: How do you see the LFA influencing public policy, franchise development, or minority business ownership in the next 5 years?
MF: As Francis Bacon, the British philosopher, said, “Knowledge is power.” Tell the stories of franchisees. Tell the stories of franchisor leaders. Tell the stories of minorities living the dream. In addition, never underestimate the power of advocacy work on the local and national level. I urge everyone to participate in the IFA’s Advocacy Summit in Washington D.C. It is a stark reminder of the education that must continue. The biggest identity crisis for the franchise community is the incredible success of the business model, itself. That’s when small brands become big brands and legislators, the mass media and the public at-large make the dubious mistake of thinking of franchise organizations as giant corporations instead of a collection of small business owners.
FM: What would you say to national franchise brands that are not yet engaging with the Latino Market?
They are missing the fastest-growing segment of the population for their franchise opportunity to expand and thrive far into the future.
FM: How can the LFA continue to evolve to meet the growing needs of Latino franchisees and franchisors?
MF: Like all communities, collaboration amongst a group’s members makes everyone stronger.
FM: What message would you like to share with young Latinas entrepreneurs like you who are considering the franchising path?
MF: Ask a lot of questions. Find a mentor. Seek advice from those who have come before you. Collegiality is there if you look for it. Plus, the amount of disclosure is vast and federally required by the Franchise Disclosure Document process. But understand that success is not a guarantee. One can be awarded the rights to operate a franchise, but there is a lot that is required beyond hanging a shingle. The idea that one invests in a franchise to join a proven system means that one must also follow that system.
FM:. How do you define legacy—and what legacy do you hope to leave in the world of Franchising?
MF: Legacy to me means helping others reach their hopes and dreams. I tell people that I have the best job, because I have a front-row seat to the American Dream live and in action every day. I see it in the franchisees and brands we support. Better yet, others will join them and make a life-changing decision to put it all on the line and invest in a franchise opportunity because of our work at Thunderly. Witnessing them control their destinies, create generational wealth and enjoying a life they didn’t know before is an incredible outcome.
Monica Feid stands as a powerful testament to the potential that dedication, innovation, and leadership hold within the franchise industry. Franquicias Magazine is honored to highlight her achievements as part of its ongoing commitment to showcase inspiring Latino and Latina leaders.
Visit Thunderly Marketing website for more information: https://thunderlymarketing.com/
