In this episode, host Paul Ehlinger sits down with Genevieve Coulson, Director of Social Media at Goldfish Swim School. Genevieve shares her decade-plus journey in social media marketing and what it really takes to build authentic, high-performing franchise social strategies in an era shaped by AI.

From balancing national brand consistency with local storytelling, to navigating how AI workflow optimization can support human connection, Genevieve offers a refreshingly practical look at how to use AI for business without losing trust, loyalty or authenticity.

Listeners will hear:

• Why social media only works when it’s a two-way conversation, not a one-way broadcast.

• How franchise brands can empower local owners with structure and creative freedom.

• The real role of AI in franchise marketing and why “just because it can doesn’t mean it should.”

• How organic and paid social strengthen each other when built with intention.

• Why small creators, UGC and community-driven content are shaping the future of franchise growth.

• What Goldfish Swim School is focusing on as social, PR, and partnerships continue to merge.

It's must-listen for franchise leaders and marketers who want smarter socials, stronger communities and AI that actually supports human-first marketing!