The Power of Courage, Creativity, and Connection: A Conversation with Chantel Soumis
When The Franchise Woman Podcast welcomes a guest, you can be sure the conversation will blend insight with inspiration—and this episode with Chantel Soumis is no exception. Hosted by Rebecca Monet, CEO and Chief Scientist at Zorakle Profiles, and co-host Tracy Kawa, this interview dives deep into the heart of branding, leadership, and the courage to build authentic communities.
From Freshman in Franchising to Fearless Connector
Rebecca introduced Chantel as a “freshman in franchising”—a description Chantel embraced wholeheartedly. Though new to the franchise world, she brings over two decades of marketing leadership experience spanning industries like pharma, SaaS, and big tech. Her transition into franchising, she shared, has been both eye-opening and deeply fulfilling.
“I didn’t even realize my parents were franchisees until recently,” Chantel laughed. “They owned BP gas stations, oil change facilities, even a popcorn business. Now, I see how much I learned from watching their strength and community involvement.”
Her fresh perspective, paired with deep respect for her entrepreneurial roots, fuels her approach to marketing and brand storytelling within the franchise community.
Craftiness Meets Strategy: A Marketer’s Superpower
Chantel’s creativity is rooted in her childhood, nurtured by a mother who taught her how to transform “nothing into something.” Whether they were crafting fairy houses or splashing paint on canvas, those early experiences instilled in Chantel a sense of resourcefulness that still defines her work today.
“I used to wear a pin that said Crafty as a Fox,” she shared. “It’s all about being resourceful—figuring things out, thriving in new situations, and finding joy in creation. That’s how I approach marketing, especially now with tools like AI.”
Her philosophy? Embrace the unknown, experiment fearlessly, and use curiosity as your greatest asset.
Confidence vs. Courage: A Lesson in Leadership
One of the most memorable parts of the conversation came when Chantel spoke about the difference between confidence and courage.
“I’ve always struggled with confidence,” she admitted. “But courage is different. Courage is doing the thing even when you’re afraid.”
She recounted the moment she reached out to actor Matthew McConaughey for an interview during the pandemic—an act of boldness that transformed her outlook on what’s possible.
“That moment taught me that nobody’s untouchable. We’re all human, and when you lead with authenticity and courage, opportunities open up.”
Rebecca reinforced the distinction beautifully: “Courage allows us to take initiative even when confidence isn’t there.” It’s a truth every entrepreneur, franchisor, and leader can relate to.
Fractional CMO: The Swiss Army Knife of Modern Marketing
In her current role as a fractional Chief Marketing Officer with Stay in Your Lane, Chantel combines creativity with data-driven strategy. The role, she explained, allows her to guide multiple brands simultaneously while leveraging insights across industries.
“As a fractional CMO, you see patterns across clients—you learn what works and what doesn’t,” she explained. “That perspective allows me to scale results faster and smarter.”
Rebecca affectionately dubbed her “a Swiss Army knife”—a multi-talented marketer who can adapt, solve, and create on the fly. Chantel laughed in agreement: “If you’re a head of marketing, you have to be. You wear every hat, and you learn every tool.”
The AI Era: Branding with Intention and Integrity
Chantel is also leading the charge in AI education and policy development through Train in Your Lane, a division of Stay in Your Lane. She emphasized that while AI opens incredible opportunities, companies must establish clear guidelines for safe and ethical use.
“If you’re putting sensitive data—like franchise financials—into public AI tools, that information can be exposed,” she cautioned. “Every brand needs an AI policy that defines what’s on the table and what’s off.”
Beyond compliance, Chantel believes AI can be an empowering ally for personal branding. Tools like ChatGPT and Gemini, she noted, can now interview you and generate an accurate brand strategy—something she calls a “personal assistant that knows you better than you know yourself.”
Building a Personal Brand That Resonates
When it comes to personal branding, Chantel’s advice is both practical and inspiring. She encourages everyone—from entrepreneurs to franchisees—to find the harmony between who they are and the work they love.
“User-generated content is your secret weapon,” she explained. “When employees and franchisees share your story in their own voice, you’re building an army of advocates.”
She recommends starting with self-awareness tools like DISC, Myers-Briggs, or Human Design, and then using AI to refine and express your authentic message online.
“It’s not about ego,” she added. “It’s about creating genuine connection. Every post, video, or article has the power to change someone’s day—or even their life.”
Passion, Purpose, and Play
Throughout the conversation, one thing became clear: Chantel’s enthusiasm is contagious. Whether she’s talking about creative play, strategic marketing, or courageous leadership, she radiates the joy of someone who truly loves what she does.
Rebecca summed it up perfectly:
“Your passion is contagious, Chantel. You’ve reminded us all that marketing isn’t just about metrics—it’s about meaning.”
Listen to the full episode of The Franchise Woman Podcast: Where Passion & Purpose Collide to hear more about Chantel’s journey, her wisdom on courage and creativity, and her fresh take on franchising in the age of AI.