About LSM Source
What Drives Us...
Welcome to LSM Source — where Local Marketing finally gets the strategy, structure, and street-smarts it deserves. Born from decades of franchise marketing and operations experience LSM Source was built to solve a common (and costly) problem: franchisors know how to run a great system, but too often struggle to equip franchisees with the tools to win locally — how to grow sales, drive traffic and build loyalty at the local level.
Let’s be honest — LSM has been stuck in the land of “coupon clutter”, discount cycles, and last-minute fire drills for far too long. That’s not a strategy. That’s a desperate attempt to survive.
We don’t just hand out playbooks. Our approach starts with the franchisee’s P&L and ends with a custom, revenue-driving plan that’s clear, practical, and built to last. We teach franchisees how to think locally, act intentionally, and execute consistently — with strategies they can own, repeat, and refine.
Because when franchisees have the tools to market like owners, not order-takers, everything changes. They build stronger customer connections, drive topline growth, and become more confident operators. And for franchisors? That means more scalable systems, healthier unit economics, and a brand that wins locally and nationally. That’s what we do.
Who We Are
We take the guesswork out of Local Marketing. Founded by franchise veterans Jodi Holloway and Janice Charles, alumni of McDonald’s golden era. LSM Source delivers a proven, data-driven system that aligns brand marketing with local execution. Our approach connects corporate strategy to store-level tactics, operations, and the franchisee’s P&L—turning marketing from an expense into a performance engine.
- Are your franchisees consistently working the three sales drivers, or are they still trying to remember what they are?
- Do they have instant, online access to brand-approved marketing materials—or are they reinventing the wheel every time?
- Are their local tactics aligned with their P&L, or just based on hope and hustle?
- And let’s be honest—when was the last time your support team had a real, productive conversation about a franchisee's P&L… that didn’t involve panic?
Jodi Holloway
Jodi Holloway is CEO of LSM Source and DZYN Solutions, advising franchise brands on scalable growth through strategic marketing and market leadership. Jodi has over 30 years of experience in franchising. Jodi brings executive-level expertise and sharp strategic vision to franchise marketing, turning complex brand challenges into clear, results-driven campaigns. Her leadership consistently elevates franchisors, aligning local store efforts with national momentum to drive scalable growth.
Janice Charles
Janice is the Chairman of LSM Source. With 40 years of hands-on experience, she has lived every aspect of the franchise world with a passion for driving local sales. Her deep industry knowledge, strategic approach, and commitment to helping others succeed in franchising make her the ultimate resource for franchisors and franchisees alike. janice@lsmsource.com