Company: 911 Restoration, Los Angeles, CA
Nomination Submitted by: Hemsworth
Company Description: Specializing in mitigating residential and commercial property damage, 911 Restoration offers a range of services including water damage restoration, mold removal, fire and smoke damage repair, sewage clean-up, sanitation services and more. The brand is known for its ‘Fresh Start’ culture, providing an experience that focuses on clear communication and tackling jobs with a human-first approach.
Nomination Category: Individual Awards Categories
Nomination Sub Category: Woman of the Year - Franchising
 Nomination Title: Miri Offir, CEO
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2022 of the nominated woman, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below:
- Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 200 words used.
Miri Offir is chief executive officer of 911 Restoration, a leading franchise of nearly 300 locations specializing in water damage restoration, mold removal, fire and smoke damage repair, sewage clean-up, sanitation services and more. Under Miri’s leadership, 911 Restoration has re-emerged to offer more than just disaster restoration – the franchise is centered around giving people a ‘fresh start’. This vision was personified by Miri, embodying and prioritizing the ‘Fresh Start’ ethos at every level, from corporate to franchisee and customer level. Miri’s nearly 20-year career at 911 Restoration began with her role as office manager in 2003 before she took on various roles in marketing, franchise communications, operations, customer service and more. Miri’s roles included paid ads campaign manager and leader of the marketing division. Under her direction, the division added Google and other paid ad strategies, initiated SEO and website development initiatives, analyzed franchise marketing and sales performance, established new customer service and phone call etiquette standards and more. After wearing multiple hats with the brand, Miri was named chief marketing officer in 2016, later appointed to chief operating officer in 2018 and finally reached full circle with the company with her official appointment to CEO in 2022.
- Outline the nominee's achievements since July 1 2022 that you wish to bring to the judges' attention (up to 250 words):
Total 248 words used.
One of Miri’s biggest achievements in the past two years is her creation of the lead generation program that was built in-house – a program that has since helped generate 70% of systemwide revenue. Since the creation of the national accounts division, an initiative Miri led while CMO, it has grown under her direction in the past two years. Customers and national account partners now have a streamlined communications process through a centralized phone line that connects them directly with someone who can dispatch a franchisee for services immediately. This has allowed the brand to maintain a 45-minute response time guarantee.
Miri’s creation of the ‘Fresh Start’ culture has had a transformative impact on the franchise since 2022. This cultural addition includes forming committees to increase effectiveness, drive collaboration, allow for differing perspectives and encourage a transparent support system for franchisees. Regional franchisee support committees were formed to find common ground, encourage open communication and generate new ideas—rather than overruling franchisee opinions. Miri initiated and played a pivotal role in launching the franchisor’s national branding committee in 2023, which was formed to develop national advertising strategies, support the national ad fund and analyze advertising performance.
Since becoming CEO, Miri has dedicated time to hiring new team members, creating roles that align with each individual’s unique talents. Recognizing the importance of people at the center of business, Miri’s emphasis on hand crafting the team was fueled by her passion to create harmony and synergy from corporate to franchisee level.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 244 words used.
Miri’s achievements have consistently been focused on people. As someone who came into the restoration and franchise industries with no experience, she invested time in education, practical application and familiarizing herself with all aspects of running a franchise before becoming CEO. This approach allowed her to create and witness an active change in franchisee and employee morale, assuring her teams that their voices matter and any challenges they face or suggestions they express will be addressed.
For many brands, it’s easy to see franchisees on one side and corporate on the other, but Miri’s constant push toward collaboration, empathetic responses and dedicated listening has created the opposite dynamic. In the past two years, the brand transitioned from rare interactions between franchisees and headquarters, to constant collaboration through check-in meetings, in-person visits and franchisees feeling free to contact Miri directly as CEO – a rarity with large brands. Earlier this summer, Miri personally dispatched a Detroit-based 911 Restoration crew to a movie theatre that had flooded at 3a.m. Her swiftness in responding allowed the theatre to be back up and running by 11a.m. This is one example of how Miri’s priority on taking action, regardless of job title, drives change for others when they need it most. Brand and team building come with their own set of frustrations, but Miri has remained committed to finding common ground with her team and franchisees to better serve the communities that they reach across the country.
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