Franchise Executives – The A team that takes your franchise brand to the next level.

Our Franchise Executives exist to support franchised brands and to bring expertise and practical solutions that make a real difference.¬†You’ll find us to be a friendly and approachable team of franchise executives. Every member of Lime’s team has franchising experience right down to the junior members of our family! We’re professional, conscientious, fair and enjoy the work we do for our wonderful clients. We don’t provide template solutions because your potential franchise is way too special for that. There is no one size fits all in the franchise industry. Believe us, we know! Instead we advise, consult, and carefully consider what will work for every franchise brand we work with. We take our time and provide well thought through advice and sound judgement.

Franchise Executives that care

The Lime team are as choosy as you are, so if we don’t feel your brand is suited to franchising we’ll tell you straight. Our clients stay with us for many years so we always take a long term view. By providing a diligent service that firmly establishes a franchise network our measured steps result in solid franchise brands that work for all concerned. There are no get rich quick schemes we are interested in.

Here’s our team below, we’ve been there and done that and bought all the t shirts. Call us for a free no obligation consultation on 01274 662001.

IMG_1775-e1536401165394 Meet the Team

Andy Cheetham

Founder & MD

Andy has a stellar franchising pedigree and is one of the UK's most consistently successful franchise executives. He founded Lime Licensing Group in 2008 after many years within the franchise industry as a multi brand franchisor and has advised around 70 UK franchised brands. Andy is a trusted confidential advisor to many UK franchising entrepreneurs.

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Debbie Cheetham LLB

Brand Director

Debbie founded a wedding venue styling franchise network with 40+ franchise owners after many years as a busy mum and lawyer. The business was sold to a private buyer in 2012 after several years of rapid growth and a market leading position. Debbie's practical franchisor experience along with an eye for what works well for female franchisees adds a different dimension to our assessment ability within the female sector.

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Richard Pakey

Regional Director

Richard joined Lime in 2017 and runs the Cambridgeshire office. A strong self employed background in the licensed optical industry along with sales and marketing and recruitment positions within franchising gives Richard a perfect background to help others excel in a franchised environment.

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Kevin Thomas

Regional Director Wales & South West

An experienced sales and marketing executive who joined Lime in 2018 after many years working with a national franchised coffee chain in Cardiff, South Wales.

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John Salsbury

Regional Director, West Midlands & Gloucestershire

A highly experienced SME expert, John has been working with franchised and non franchised businesses for 30 years in a senior role at Yellow Pages and Now part of Lime's team in the West Midlands and Gloucestershire

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Oliver Cheetham

Marketing Manager

Following a successful career at a market leading agency working for brands including Smirnoff, Hard Rock Cafe and celebrities including Gok Wan and several Love island celebrities Oli joined Lime in June 2019 to oversee all of Lime's online and offline marketing activities as well as running our marketing agency DevelopingBrands.

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Julia Steel

Accounts Manager

Julia has worked with Lime since 2016 and overseas all financial aspects of the firm keeping us up to date on all that matters accountancy wise. She has an in-depth knowledge of franchise financials, royalty calculations, and small business profit and loss.

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Marie Chinn

Telemarketing Manager

Marie has worked with Lime since 2015 and heads up our telemarketing and database activities. Marie carries out assignments for us internally, and also our clients and their franchisees. She brings a wealth of sales and marketing experience within a franchised environment.

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Abi Cheetham


Abi has a 1st class honours degree in law and is currently training to be a Barrister in Leeds. In between times she provides assistance in the business behind the scenes learning the legal aspects of commercial law in real life at Lime and the various case studies that our clients experience!

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Rosie Mini Daschound

Franchise Security Manager

Rosie joined us in Summer 2017 with no qualifications, language skills or ability of any kind. She joined our fast track training scheme and is now a fully qualified security specialist advising the executive team of threats and unwanted visitors. Once accepted she switches persona and is happy to sit on your knee all day whilst keeping a watchful ear open.