Meet Our Leadership Team

  • Headshot of Craig Donaldson

    Craig Donaldson

    Chief Executive Officer

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    Craig Donaldson

    Chief Executive Officer

    Mr. Donaldson served as CEO of Vasa Fitness, a high-value, low-price operator of fitness clubs and one of the top-20 largest health club operators in the U.S., from 2016 to 2018, and CEO of Service Brands International, a multi-concept residential services-focused franchise system, from 2012 to 2015. Previously, he was president, CEO and general manager of Harris Research, Inc., one of the largest franchisors in the residential services industry, with more than 4,000 franchises in over 40 countries, from 1997 to 2012, including during a period when the business was a subsidiary of The Home Depot. Earlier in his career, Donaldson held multiple leadership roles with Avery Dennison. He received an MBA and a Bachelor of Arts in Economics from Brigham Young University.
  • Headshot of Brian Balconi

    Brian Balconi

    Chief Legal Officer

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    Brian Balconi

    Chief Legal Officer

    25 years in corporate franchising

    Mr. Balconi has led the legal function of Authority Brands and its affiliates since joining Authority Brands in November 2018. In this role, he oversees all legal matters, including franchising, intellectual property, corporate law and mergers and acquisitions.

    A veteran of franchising, Mr. Balconi was previously an attorney for Dunkin’ Brands (Dunkin’ Donuts and Baskin Robbins) and Little Caesars where he was General Counsel. Mr. Balconi is active in industry associations, including the International Franchise Association and the American Bar Association Forum on Franchising, in which he previously served as Director of the Corporate Counsel Division.

    Mr. Balconi has a Bachelor of Business Administration from the University of Notre Dame and a law degree from the University of San Diego.

  • Headshot of Heather McLeod

    Heather McLeod

    Chief Growth Officer

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    Heather McLeod

    Chief Growth Officer

    13 years in corporate franchising

    Heather first joined The Cleaning Authority in 2015 and has been an integral part of the formation of Authority Brands and its success, bringing her passion for collaboration, customer experience, and process to everything she does. She served as Chief Marketing Officer for Authority Brands from its formation in 2017 until 2022, when she assumed the new role of Chief Growth Officer.

    Before joining The Cleaning Authority, Heather served in marketing roles during her five-year tenure at The Dwyer Group (now Neighborly) in Waco, Texas. Her roles included Brand Manager for Mr. Rooter Plumbing and Director of Franchise Sales Marketing. Heather received her CFE in 2016 and her MBA from Baylor University in 2010.

    Heather focuses on building the right team, then empowering them to be successful through processes and systems that scale and support continued system growth. Heather leads her nearly 100-person team with the optimal balance of support and autonomy.

    Heather is also champion for women in franchising as well as co-chair and co-founder of the Howard County, MD chapter of IFA’s Women’s Franchise Network. In 2020, Heather founded this group as a way to connect to others when that connection was so desperately needed during COVID. Heather is also an active member of the IFA Marketing & Innovation Committee and is a frequently sought-after speaker at industry conferences and in the media.

    Heather is also personally involved in Boys & Girls Club of Metropolitan Baltimore as a volunteer since 2019. In 2022, Heather officially joined the Board of Directors of the Metropolitan Baltimore Boys & Girls Club of America. Heather also serves on the University of Louisville College of Business YUM! CGFE Board of Advisors.

    Heather is @thefranchisemarketer on Instagram and uses this platform to share insights and shine a light on franchising.

  • Headshot of Ali Tafreshi

    Ali Tafreshi

    Chief Information Officer

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    Ali Tafreshi

    Chief Information Officer

    Dr. Tafreshi serves as Chief Information Officer of Authority Brands, a position he has held since December 2019. In 2019, he served as Principal Innovation Officer. From September 2016 to June 2019, Dr. Tafreshi served as CIO Partner – Digital Practice. He has broad executive leadership experience in multiple industries, financial payment processing, travel and transportation, telecommunications, healthcare, and consumer packaged goods; overseeing IT Strategy, Product Engineering, Data Analytics, IT Operations, Technology Security and Architecture leading business transformations, turnarounds and growth. He has extensive expertise in data analytics and digital insights, consistently monetizing and exploiting data to drive innovation, business growth, and competitive advantage.

    Dr. Tafreshi holds a BS in Mechanical Engineering and PhD in Nuclear Engineering from the University of Maryland – A. James Clark School of Engineering and completed is Post-Doctoral research at National Institute of Standards and Technology (NIST). He completed his advanced executive education in Strategy & Innovation from the MIT Sloan School of Management.

  • Headshot of Elliot Rosenbaum

    Elliot Rosenbaum

    Chief of Staff

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    Elliot Rosenbaum

    Chief of Staff

    Mr. Rosenbaum joined Authority Brands in August 2021 and is currently serving as Chief of Staff. In this role, Mr. Rosenbaum executes key strategic projects and supports business functions across the organization. Prior to joining Authority Brands, Elliot was an Associate at Apax Partners, the private equity sponsor that manages Funds invested in Authority Brands. At Apax, Mr. Rosenbaum supported Authority Brands in executing key strategic projects including M&A and financial structuring, and also investing in other service-based companies. Mr. Rosenbaum started his career as an investment banker at Moelis & Company in New York.

  • Headshot of Jordan Wilson

    Jordan Wilson

    Senior Vice President, Franchise Development

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    Jordan Wilson

    Senior Vice President, Franchise Development

    Jordan joined the Authority Brands team in January 2023 and brought with him more than 15 years of expertise in business development sales in franchise and national brands. Most recently as Senior Vice President, Franchise Sales at Scorpion he helped grow the franchise vertical from the ground up to now one of the leading franchise suppliers in the space.

    As the lead of Authority Brands’ entire franchise development function, Jordan’s priority is to serve our team and develop a results-based culture. His passion is for developing people and implementing processes that enable us to hit our goals.

    Jordan received his B.S. in Marketing from the University of Mobile and received his Certified Franchise Executive accreditation in 2019 from the International Franchise Association and served on the IFA Convention Committee from 2017-2019.

  • Headshot of Somer Webb

    Somer Webb

    Chief Financial Officer

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    Somer Webb

    Chief Financial Officer

    Ms. Webb served as the Chief Financial Officer for Solo Brands (NYSE: DTC) from May 2022 – Dec 2023.  Prior to Solo Brands, Ms. Webb spent six years with Worldwide Express, a full-service logistics provider, she held the position of CFO from 2019-2022.  She has also held multiple leadership positions over her career at DaVita, Match Group, Amazon, and Yum! Brands.  She began her finance career at PepsiCo in 2004.  Ms. Webb earned an MBA from University of Texas at Arlington, and BBA in Management Information Systems from Baylor University.   Somer currently serves as a Board of Director and Chair of the Compensation Committee for Carriage Services (NYSE: CSV).