Our People

Jay brings over two decades of experience in leading peak industry bodies as CEO and has previously been Chair and Vice chair of industry groups both in Australia and globally. The sectors he has previously worked across have close ties to franchising, giving Jay a deep understanding of the unique challenges and opportunities within the franchise industry.

With an MBA from the Australian Institute of Business and a deep background and understanding of achieving public policy outcomes across the Australian political landscape, Jay leads the FCA across all of the member and stakeholder engagements, policy and FCA governance.

With 35 years of experience in business and government, LJ Loch is one of Asia Pacific's most experienced and trusted reputation protection and amplification specialists. LJ has a strong ESG framework and a proven track record of delivering results in highly sensitive and complex environments.

As the Executive Chair and Founder of Alpha Consult Global, LJ leads a team of reputation ninjas who are experts in media, government, and influencer relations.  Whether it is litigation, crisis, or stakeholder engagement, LJ helps the FCA to provide context, nuance, and experience that shape and protect our clients' most valuable asset: their reputation.

LJ is also proudly Head of Comms and Media for the Australian Federation of Travel Agents, representing Australia's Travel Professionals.

Baxter is the Membership & Partnerships Executive at the Franchise Council of Australia and the go-to person for all things membership. He works closely with members and partners to ensure they get the most value from their involvement with the FCA, building strong relationships across the franchising community.

Georgia Wood-Freeman joined the Franchise Council of Australia in 2024 as part of her university placement and has been a valued member of the team ever since. Now working across digital marketing, communications and events, Georgia supports the delivery of national campaigns, member communications, and major FCA events.

Georgia holds a Bachelor of Media and Communication (Advertising) from Swinburne University of Technology and is passionate about storytelling, connection, and creating meaningful experiences for members and partners.

Jessica is our Education Support Officer and the go-to person for all matters relating to the Certified Franchise Executive (CFE) program. Known for her warm, approachable nature and ever-present smile, Jessica is passionate about supporting members through their education and professional development journey.

With over 10 years’ experience as a Membership Officer at the CFMEU, Jessica brings deep expertise in membership engagement, education pathways, and stakeholder support. Her extensive background ensures FCA members receive clear guidance, practical insights, and exceptional support across all education initiatives.

Jessica’s combination of industry knowledge, genuine care for members, and commitment to education makes her an invaluable part of the FCA team and a trusted point of contact for anyone navigating CFE or broader learning opportunities.