About
Enrique Franco Jr.
Principal, Franco Advisory. San Francisco, California.
Enrique Franco Jr. Principal · San Francisco, California
Background
I spent more than a decade in co-branded credit card field marketing at a top-five United States issuer, most of it leading the field program for a national outdoor retail partnership, with earlier roles across luxury and off-price department store programs. That work was national in scope and local in execution — hundreds of locations, thousands of staff, and no way to be in the room for any of it.
Since then I have run the commercial side of a multi-market healthcare operator, leading growth marketing and sales and reporting to the CEO — sales infrastructure, brand, referral development and growth strategy across three metros.
Franco Advisory is where that work lives now. The practice takes a small number of retained engagements at a time.
Approach
- Infrastructure before campaigns. Lists, systems and cadence outlast any individual campaign, and most companies at this size are missing all three.
- Written scope. Every engagement is defined on paper, including what is excluded. It prevents the slow drift into being everyone's spare capacity.
- Straight answers. If a project is not worth doing, or the fee is not worth paying, that is the recommendation.
- Build to hand off. The systems belong to the client and should be operable without me.
Credentials
- ATD Master Trainer. Association for Talent Development.
- HLDP graduate. Hispanic Leadership Development Program.
- Chapter leadership, HOLA employee resource organization.
- University of Nevada, Las Vegas; Monterey Peninsula College.
- Bilingual — English and Spanish, written and spoken.
Practice details
- Structure. California sole proprietorship.
- Engagement model. Monthly retainer, flat fee, scope defined in writing.
- Based in San Francisco; engagements across California, Arizona and Nevada.
- Capacity. A small number of retained clients at a time.