Canadian Franchise Association

Director, Development & Member Engagement

Director, Development & Member Services

Responsible for all sales department activities; new members acquisitions, event registration and sponsorship, web and magazine advertising. In addition, supervising contracts, driving sales revenue, managing customer and member relations, and related sales performance such as lead identification and prospecting follow-ups. Supervise sales representatives, monitor sales in relation to financial goals, prepare and deliver sales materials, attend exhibits, events, Tradeshows and other events.  Responsible for forming strategic selling and large account plans within the sales model.

Senior Manager, Development & Member Relationships

Senior Manager, Events & Education

Trader Corporation

Trade Shows

Canada's Wedding Expo Inc.

Partner

With a strong network of 32,000+ followers and connections, I am a CFE Graduate and a seasoned Sales Professional, boasting a proven track record in both for-profit and non-profit sectors. My expertise lies in achieving and exceeding sales targets, as well as successfully acquiring memberships and sponsorships with passion and finesse. I am a dedicated team builder, and I thrive on fostering customer and client relationships rooted in trust-building and innovative problem-solving to meet the unique needs of clients, members, and organizations. My qualifications also include a CEM designation, making me a proficient trade show, exhibition, and events organizer.

Almost a 40 dollar Tip, are you leaving that?

Lou Gervasi, CFE ✅

🚨 𝐇𝐚𝐩𝐩𝐲 𝐖𝐨𝐫𝐤 𝐀𝐧𝐧𝐢𝐯𝐞𝐫𝐬𝐚𝐫𝐲 🚨
For seven years, Sherry L McNeil, CFE has led the Canadian Franchise Association with a rare mix of vision, passion, and heart. Her leadership hasn’t just guided the organization forward, she’s elevated the entire community around her. Whether she’s advocating for members, building relationships, or sparking new ideas, Sherry brings an energy that pushes all of us to think bigger and do better.

What makes Sherry stand out is how she leads with both clarity and heart. She listens, she includes, she builds, and she never stops pushing CFA forward. After seven years, her impact is unmistakable as Sherry has become a recognizable pillar of the CFA community here in Canada and with the global franchise community, and we’re all better for it.
𝑾𝒆’𝒓𝒆 𝒊𝒏𝒄𝒓𝒆𝒅𝒊𝒃𝒍𝒚 𝒇𝒐𝒓𝒕𝒖𝒏𝒂𝒕𝒆 𝒕𝒐 𝒉𝒂𝒗𝒆 𝒂 𝑪𝑬𝑶 𝒂𝒏𝒅 𝑷𝒓𝒆𝒔𝒊𝒅𝒆𝒏𝒕 𝒘𝒉𝒐 𝒍𝒆𝒂𝒅𝒔 𝒃𝒚 𝒆𝒙𝒂𝒎𝒑𝒍𝒆 𝒂𝒏𝒅 𝒊𝒏𝒔𝒑𝒊𝒓𝒆𝒔 𝒆𝒙𝒄𝒆𝒍𝒍𝒆𝒏𝒄𝒆 𝒆𝒗𝒆𝒓𝒚 𝒔𝒊𝒏𝒈𝒍𝒆 𝒅𝒂𝒚.

🚨𝐋𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 𝐒𝐞𝐫𝐢𝐞𝐬 𝐬𝐩𝐨𝐭𝐥𝐢𝐠𝐡𝐭: Peter Viitre, CFE
✅Peter isn’t your average lawyer; for over 25 years he’s carved out a reputation as one of Canada’s top franchise‑law experts. As a partner at Sotos LLP and head of their Corporate & Commercial group, he has guided intricate M&A deals, cross‑border franchise transactions, and advised clients across industries from food & beverage to retail to home services.

✅What stands out is his mindset. Peter always preaches: “𝑃𝑙𝑎𝑛, 𝑝𝑟𝑒𝑝𝑎𝑟𝑒, 𝑑𝑜 𝑦𝑜𝑢𝑟 ℎ𝑜𝑚𝑒𝑤𝑜𝑟𝑘 𝑎𝑛𝑑 𝑠𝑤𝑒𝑎𝑡 𝑡ℎ𝑒 𝑑𝑒𝑡𝑎𝑖𝑙𝑠.” He believes there is no substitute for laying a strong foundation before building whether that’s a business, a deal, or a long‑term relationship.

✅He has served as Chair of the Franchise Law Section at the Ontario Bar Association, advised governments on commercial legislation, and taken up leadership roles in the Canadian Franchise Association.

✅In 2025 he was awarded the 𝑪𝑭𝑨 𝑽𝒐𝒍𝒖𝒏𝒕𝒆𝒆𝒓 𝑳𝒆𝒂𝒅𝒆𝒓𝒔𝒉𝒊𝒑 𝑬𝒙𝒄𝒆𝒍𝒍𝒆𝒏𝒄𝒆 𝑨𝒘𝒂𝒓𝒅 for his dedication to mentoring others, championing best practices, and helping shape policy that impacts franchising across Canada. #Leadership #Franchise #CFAGrowingTogether

🦃 Happy Thanksgiving to the incredible International Franchise Association Team!  
As part of the Canadian Franchise Association, I’m grateful for all of you who show up every day to support, protect, and grow our franchise community. Together, we are the franchise community, and your dedication makes a real difference. Wishing you a day to recharge and enjoy time with family and friends. #Franchise #Community 🇨🇦❤️🇺🇸 
Matthew Haller Jennifer Brandeen Michael Layman Sarah Davies Paul Rocchio, CFE, IOM Alan Catlett, CFE Amy Brown Misener, CPA Catherine Bartley Darden Heather Barlow Kim Case Melissa Chang Greg Cory Sandie Curtis, CFE, IPMA SCP, JMT Sarah Eldredge, CPA Erica Farage Sheila Fischer, CFE Jeff Hanscom Zack Kirshner Sydni Konohia, CFE Anna Kittleson Vanessa Hidalgo Lynette James Matthew W. Kagel Carly Wooley, CFE Sarah Williamson Jennifer Travis Katherine Knight Patterson Wendy Kunz, CFE Jeanine Littrel, CMP, CFE Tara (Huang) McKeon Haider Murtaza, CFE Jade N. Jayson Pearl, CFE Hanna Pelletier Katelyn Russell, CMP Jennifer Travis

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🚨The start of the weekend isn’t complete without a stop at COBS Bread. Fresh, delicious, and always full of those little treats that make the day better.

Grateful for brands in our #franchise community that consistently deliver quality and warmth.
𝑾𝒉𝒂𝒕’𝒔 𝒚𝒐𝒖𝒓 𝒈𝒐-𝒕𝒐 𝒑𝒊𝒄𝒌 𝒂𝒕 𝑪𝒐𝒃𝒔 𝑩𝒓𝒆𝒂𝒅?

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