PuroClean Vice President of Marketing & Online Learning recognized for bold strategy, human-centered innovation, and empowering local growth.
Franchise marketing is never one-size-fits-all, and no one understands that better than Alex Pericchi, Vice President of Marketing & Online Learning at PuroClean, who was just named one of the Top 25 Franchise Marketing Leaders in 2025 by 1851 Franchise.
In a featured piece, Pericchi shares how he and his team are building a more trusted, scalable brand by blending national marketing consistency with localized authenticity across over 500 independently owned and operated PuroClean locations.
“What I love most about franchise marketing is the blend of entrepreneurship and collaboration,” Pericchi told 1851. “We work closely with each location to understand their issues and successes… so we can expand these learnings and apply them to the network.”
That local-first mindset shapes everything the PuroClean Marketing Team does, from community storytelling and reputation management to strategic content, SEO, and emerging AI trends.
Pericchi’s guiding principle? Build brand trust at scale, and empower Franchise Owners to activate it where it matters most.
National Visibility, Local Heart
According to Pericchi, “The franchisee has to bring [the brand] to life on the ground.” That’s why his team invests in high-quality resources, training, and local content strategies to help every location strengthen relationships with realtors, property managers, and neighbors.
Paid ads have their place, but it’s trust that drives lasting growth. And trust is built one relationship, and one review, at a time.
“When your paid budget runs dry, your content keeps working,” he explained to 1851. “And the trust a local PuroClean owner builds can’t be done from the brand level; it has to be built locally and authentically.”
What’s Next in Franchise Marketing
As the marketing landscape continues to evolve, Pericchi is looking ahead and encouraging other franchise leaders to do the same.
His top priorities for 2025:
- AI-powered content, with a human touch. “We need to amplify the human voice, not replace it,” he says. “We need to tell our stories.”
- Answer Engine Optimization (AEO). Tools like ChatGPT and Siri are replacing traditional search. Brands must provide clear, conversational answers or risk being left out.
- First-party data. With privacy changes underway, real trust-based interactions (like reviews and service calls) are becoming the most valuable data source.
- Community-first storytelling. “People still buy from people they trust,” he says. “That’s built locally. That’s what keeps them coming back.”
His boldest prediction? “AI might accelerate everything, but trust still wins.”
At PuroClean, that’s a future we’re ready for.
Positioning PuroClean for the Future
Alex Pericchi’s recognition by 1851 Franchise is more than a personal milestone; it reflects the strategic momentum behind PuroClean’s marketing evolution. As the brand continues to scale, his leadership ensures every Franchise Owner is equipped with forward-thinking tools, AI-ready strategies, and a framework for authentic, local impact.
At a time when technology is changing how customers search for solutions, make decisions, and connect, PuroClean is doubling down on what matters most: relevance, trust, and real human help in moments of crisis.
Because when property damage strikes, people don’t need robotic responses, they need a trusted local expert who shows up with real answers and real compassion.
Want the full Q&A with Alex Pericchi? Read the full 1851 Franchise feature here →
About PuroClean
PuroClean is a leading, world-class service brand that specializes in water damage remediation, fire and smoke damage mitigation, mold removal, and biohazard clean-up, serving both residential and commercial customers across the U.S. and Canada. Founded in 2001, PuroClean is a fast-growing franchise network of over 500 independently owned and operated locations. Call PuroClean today at (800) 775-7876 or click here to find a location near you.
With a commitment to respond within two hours, PuroClean professionals are thoroughly screened, insured, and trained to use the latest restoration technology to deliver high-quality results with speed, compassion, and care.
PuroClean has earned numerous honors across the franchise and business world, including recognition in 2025 as one of Entrepreneur’s Fastest-Growing Franchises, Franchise Times’ Top 10 Brands to Buy, and a Franchise Business Review Top Franchise for Women.
