Jo Elliot

Regional Chair Birmingham

Jo has over 20 years of senior Sales and Marketing experience within in a number of blue-chip Pharmaceutical companies. This has given her a strong commercial acumen as well as a drive to build and deliver. She has a particular interest in branding, “standing out from the crowd” and looking for new trends.

Jo has extensive recruitment experience both recruiting for her own teams and for client companies and understands the importance of matching the right franchisor and franchisee to successfully grow both businesses.

Jo is passionate about building the awareness of Franchising in the UK both by helping the right businesses grow through building a successful franchise network and by supporting franchisees – maybe for the first time, take the leap to becoming business owners.

Quality Accreditation

The AFA provides the Franchise Industry within the United Kingdom with a voluntary, self-regulatory body; serving its members, potential new franchisees and the industry as a whole.

Ethical Values

Our Ethical Practises

Our Values & Principles ensure our organisation remains focused and driven to our collective objectives, surrounding the growth, development and awareness of the Franchise Industry within the United Kingdom.

Support and Information


Whether you are seeking a franchise opportunity or are an existing franchisor, the AFA provides you with guidance, support and straightforward advice.



We are committed to supporting the collective franchising community and ultimately contributing to the development of the UK franchising industry.

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