Press Release · Authority Brands, LLC
Authority Brands Names Elicia Azali Chief Customer and Marketing Officer, Whitney Woodward Chief People Officer
Distributed by Town Press · Originally issued via PR Newswire
The appointments support the company's focus on growth, people development, and franchise owner success
ATLANTA, Nov. 9, 2026 — Authority Brands, one of the largest multi-brand home services franchisors in the United States, today announced two additions to its executive leadership team: Elicia Azali as Chief Customer and Marketing Officer, and Whitney Woodward as Chief People Officer. Both executives are based in Atlanta, Georgia, and bring extensive leadership experience that will help advance the company's ability to support its franchise owners, brands, and team members as it continues to grow.
"Authority Brands is a people-serving-people business, and the strength of our leadership team plays an important role in how we support our franchise owners, brands, and team members," said Jay Caiafa, Chief Executive Officer of Authority Brands. "Elicia has a deep understanding of how to build brands, connect with consumers, and drive growth, while Whitney has extensive experience developing people and helping organizations perform at their best. Together with our broader leadership team and people across the business, they will help us execute our strategy and drive continued success for our franchise owners."
About Elicia Azali
As Chief Customer and Marketing Officer, Azali oversees customer experience, brand strategy, and marketing, including initiatives that help Authority Brands' franchise owners attract and engage customers in their local markets. She reports to Jay Caiafa, Chief Executive Officer. She brings extensive experience driving business growth through digital innovation, data analytics, and integrated marketing strategies.
Prior to joining Authority Brands, she served as Chief Marketing Officer of Beazer Homes, one of the nation's largest homebuilders, where she led national brand strategy, digital customer experience, customer insights, analytics, and regional marketing. Her responsibilities also included communications, public relations, paid media, and content. Previously, she was Enterprise Chief Marketing Officer at American Family Insurance Group, overseeing marketing for its portfolio of brands, including American Family Insurance and The General. Her earlier experience includes leadership roles at Nationwide Insurance and Procter & Gamble.
"The way homeowners find, choose, and connect with home service providers is changing rapidly, and Authority Brands is embracing that shift by finding new ways to meet customers where they are," said Elicia Azali, Chief Customer and Marketing Officer of Authority Brands. "Our investments in technology, marketing, data, and AI are giving us the ability to better understand customers, deliver more relevant, personalized experiences, and give our franchise owners the tools to compete and win in their local markets. What excites me most is putting the strength and scale of Authority Brands behind every franchise owner, helping them attract more customers, build lasting relationships, and grow their businesses."
Throughout her career, Azali has earned recognition for her marketing leadership and creative work, including induction into the American Advertising Federation's Hall of Achievement in 2023 and being named to Ad Age's 40 Under 40 list in 2021. She also serves on the boards of the Shaquille O'Neal Foundation and the Morehouse College Division of Business and Economics.
CONTACT: [email protected]
SOURCE Authority Brands, LLC
About Whitney Woodward
As Chief People Officer, Woodward leads people strategy, talent attraction and development, organizational effectiveness, total rewards, and culture across Authority Brands. She reports to Jay Caiafa, Chief Executive Officer. She brings extensive experience guiding workforce strategy and organizational performance across large, complex businesses.
Most recently, she served as Chief People Officer at Employbridge, where she led the People function for more than 2,000 colleagues and supported more than 350,000 associates assigned to client sites annually. During her tenure, she focused on organizational design and development, talent acquisition, employee experience from hire to retire, talent management and development, learning, total rewards, and compliance.
"What drew me to Authority Brands is its understanding that people are at the center of everything the business does. Successful organizations are built on strong teams and a culture where people feel connected to each other, the business, and a shared purpose," said Whitney Woodward, Chief People Officer of Authority Brands. "I look forward to getting to know our teams, learning from their experiences, and building on the work already underway to foster an environment where people have the support, resources, and opportunities to do their best work and grow professionally."
Previously, Woodward served as Senior Vice President and Chief People Officer at The Aaron's Company, supporting approximately 10,000 team members across its business operations. She also spent 20 years with RaceTrac Petroleum, ultimately serving as Vice President of Human Resources. Across these roles, she has overseen talent strategy, compensation and benefits, employee relations, learning and development, and organizational effectiveness. Woodward earned her bachelor's degree from the University of Georgia and her juris doctor from Georgia State University College of Law.
Woodward has been recognized for her leadership, including being named to the University of Georgia's 40 Under 40 list in 2017 and recognized as a Top Woman in Convenience among Senior Level Leaders in 2015. She also serves on the governing body of the Atlanta CHRO Inner Circle.
Azali and Woodward officially assumed their respective roles on November 2, 2026.
About Authority Brands
Authority Brands' companies include 15 home service franchise brands: America's Swimming Pool Company, Benjamin Franklin Plumbing, The Cleaning Authority, DoodyCalls, DRYmedic Restoration Services, Homewatch CareGivers, The Junkluggers, Lawn Squad, Mister Sparky Electric, Monster Tree Service, Mosquito Squad, One Hour Heating & Air Conditioning, Screenmobile, STOP Restoration, and Woofie's. Together, these brands represent over $2 billion in annual system sales across 2,700+ territories operated by more than 1,000 franchise owners. Authority Brands is focused on accelerating growth, expanding its market-leading brands, and providing world-class support to help franchise owners succeed. All franchise brands within the Authority Brands portfolio are seeking qualified franchise owners across the United States. Learn more at AuthorityBrands.com.