Jim’s Group Chief Marketing Officer, Joel Kleber, has once again been recognised among the nation’s top franchise executives, ranking #6 in this year’s Top 30 Franchise Executives list by Franchise Executives.
This marks back-to-back appearances in the top rankings for Joel, highlighting a massive year of strategic growth, innovation, and impact.
The Local Heroes Campaign
One of Joel’s standout initiatives has been the Jim’s Local Heroes campaign, which awarded two deserving community members $10,000 each in Jim’s services.
The program also included weekly giveaways—$2,000 in Australia and $500 in New Zealand—surpassing $100,000 in total services provided.
“Winners are chosen through heartfelt stories submitted via our website, showcasing the real difference we make in local communities,” Joel explains.
One powerful example was Kate Johnson, who received $10,000 in services to support her MND Victoria respite program—featured on Jim’s YouTube channel.
The initiative has since expanded, allowing franchisees to run local hero giveaways in their own Facebook groups.
Modern, Media-Driven Recruitment
Joel describes the campaign as a “modern, PR-friendly alternative to traditional door-knocking for our pay-for-work guarantee.”
He’s also led Jim’s Group’s surge on social media:
- 99,400 TikTok followers for franchise recruitment content
- 20,300 Instagram followers, 58,000 Facebook followers
- 100,000 YouTube subscribers, earning the YouTube Silver Creator Award
- 55,400 subscribers on the Jim’s Mowing YouTube channel
Joel has also launched a new Jim’s website template for divisional franchisors to increase lead conversion and web performance.
A CMO Who Leads by Example
From running viral marketing campaigns (like the trending Jim’s Party April Fools post on X) to sharing insights on LinkedIn and hosting international franchise recruitment webinars, Joel’s approach combines creative content with real results.
“Most new franchise prospects who attend our training have either watched my videos, listened to podcasts, or engaged with our content,” he says.
“This kind of deep engagement builds trust and makes recruitment smoother.”
Recognised by Jim Penman
Joel’s contribution hasn’t gone unnoticed.
In Jim Penman’s new book, No Other Success, the Jim’s founder credits Joel as a major driver of the brand’s recent growth.
“As much as any single person, including myself, Joel has been the driver behind our growth in recent years,” Jim writes.
“He’s still just in his early 30s, but he has become a respected leader. Joel has changed the lives of thousands of people. His sense of ethics is deep-rooted and clear.”