Board said it would run group indefinitely after former CEO Robert Cresanti's March departure, but Haller and team impressed

Haller

Matt Haller literally worked his way into the top spot at the International Franchise Association, which announced his promotion June 17 following 10 years in a variety of roles with the group under two different CEOs. But the decision to elevate him to CEO actually happened quickly.

Former CEO Robert Cresanti stepped down March 31 after more than five years in the top role. When Cresanti's pending departure was announced in November, the IFA board said it would go without a CEO for the foreseeable future. Instead, certain executive board members would oversee management of the association.

But in a short time, IFA realized it had its CEO already in house. Board President Catherine Monson, CEO of FASTSIGNS International, said in a statement: "In the months since Robert Cresanti announced his departure, I have had the privilege of working with Matt on a weekly basis—along with the senior leadership team—developing strategic priorities.

"I have been impressed with his command of this business, how he has driven a thought process to engage key stakeholders inside and outside the membership, and kept command focus on hitting milestones," she said.

Monson also praised Haller's advocacy during the pandemic, including making sure that franchise businesses were eligible for federal relief programs.

Haller told CEO Update that IFA is poised to rebound strongly from the pandemic, which devastated some franchise sectors like restaurants, hotels, gyms, and nail salons and forced the cancellation of its 2021 annual meeting. (The 2020 event was held a few weeks before the pandemic shutdowns.)

Membership revenue is nearly back to 2018 levels, he said. IFA took action to cut costs early in the pandemic, under Cresanti, laying off a dozen staffers, and has learned to engage members year-round virtually. (IFA's latest reported revenue was nearly $19 million in fiscal 2019, versus just over $17 million in 2018.)

Now, Haller said IFA is hiring for nine positions, including in education, and looking for some staff from the industry rather than from the association sector.

"We would like to look inside our industry, because (franchising is) a unique business model," he said. "And relationships are critical, especially when we think about education. Because somebody who comes from a traditional education background may not have the expertise to teach a franchise owner how to operate, or to teach the public how to consider a franchise opportunity."

Former IFA CEO Steve Caldeira hired Haller in 2010 as communications director. He rose to vice president of public affairs, chief of staff to the CEO and senior vice president of public affairs. Cresanti promoted him to senior vice president of government relations and public affairs in 2017.

Haller's prior association experience includes roles at the Pharmaceutical Care Management Association and the U.S. Chamber of Commerce, where he was manager of political affairs.