Turning Dreams into Reality: Meet the ServiceMaster® Brands Events Team

When thousands of franchise leaders, partners, and team members walk into a ServiceMaster® Brands conference each year, what they experience feels seamless: energizing general sessions, meaningful networking, immersive venues, and moments they will talk about long after the event ends.

This is all made possible by a small but mighty four-person Events Team behind the scenes.

From annual conferences for Merry Maids®, TWO MEN AND A TRUCK®, TWO MEN AND A JUNK TRUCK®, ServiceMaster Restore®, and ServiceMaster Clean® to countless meetings and smaller events throughout the year, the ServiceMaster Brands Events Team turns ambitious ideas into unforgettable experiences, often under tight timelines, evolving expectations, and complex logistics.

Led by Ashley Rasmussen and powered by Chris Bortnichak, Lili Kramer, and newest team member Madie Correll, the team blends creativity, strategy, and flawless execution to produce events that do far more than gather people in a room. They create connection, momentum, and lasting brand impact.

This is how they do it.

The Art of Listening First

For Ashley, every successful event begins with listening, not just to what is being asked for, but to why.

"When someone shares their vision, they are usually describing a feeling or outcome," Ashley explains. "My job is to uncover that intent and translate it into something real."

Those early conversations shape everything that follows; audience needs, goals, challenges, and definitions of success. Once clarity is established, Ashley builds the initial framework, budget, timeline, and logistics, while bringing her team into the conversation from the very beginning.

That early collaboration is intentional. Each team member brings a different lens, surfacing creative opportunities and anticipating constraints before they ever become issues.

"It is not just about planning an event," Ashley says. "It is about shaping an experience together."

Where Big Ideas Get Real

The ServiceMaster Brands Events Team starts with imagination before layering in practicality.

"If budget was not a concern, what would we create?" Ashley asks her team.

Only after ideas are fully explored do they evaluate feasibility. Sometimes ambitious concepts turn out to be more achievable than expected. Other times, creativity lives on through a scaled or reimagined execution.

"Our goal is never to let logistics diminish the experience, but also never to let creativity compromise execution," Ashley says. "The magic lives where those two meet."

A defining example came in 2023, when the company unified multiple brand conferences into one cross brand Annual Conference for the first time. With just six months to rework contracts originally designed for 300 attendees, now expanding to nearly 1,500, the team pushed beyond industry norms.

They renegotiated space, launched a robust sponsorship program many thought was unrealistic, and delivered a revenue-neutral event that exceeded expectations.

"It proved what bold ideas and shared commitment can achieve," Ashley says. "That conference changed how we think about what is possible."

Elevating Events Through Collaboration

For Chris Bortnichak, collaboration, especially with vendor partners, is a cornerstone of memorable events.

"Strong partner relationships do not just support execution," Chris says. "They expand what is possible."

Vendor investment has helped transform ideas into standout experiences, like the Learning Lab at the ServiceMaster Clean and ServiceMaster Restore Annual Conference. What began as a modest setup evolved into a fully programmed, sponsored space that now anchors the Vendor Marketplace.

Chris also plays a key role in shaping offsite events and activations that attendees remember most, from regionally inspired experiences to unexpected moments of joy.

One standout example was a Puppy Cuddle Zone at the TWO MEN AND A TRUCK and TWO MEN AND A JUNK TRUCK Annual Conference.

"It had nothing to do with moving or junk hauling," Chris laughs. "But it created joy, conversation, and connection. That is what people remember."

Making Complexity Feel Effortless

If Ashley is shaping vision and Chris is elevating the experience, Lili Kramer ensures it all works, quietly, precisely, and proactively.

From coordinating corporate travel and hotel housing to managing registration details across departments, Lili handles one of the most complex aspects of live events.

"What looks effortless to attendees is really hundreds of small decisions," she says.

Lili is known for catching issues before they ever surface, like identifying incorrect registration types and personally reaching out to attendees before event day. Those behind-the-scenes corrections prevent awkward moments onsite and ensure check-in sets a positive tone.

Her adaptability has also saved events in real time. When a location decision for a Canadian conference sparked attendee frustration, Lili quickly organized group transportation into the city for a shared dinner, turning a potential setback into a highlight.

"Planning is essential," she says, "but adaptability is just as important."

Where Brand Meets Emotion

Lili is also instrumental in translating brand identity into emotional touchpoints, especially during times of change.

When Merry Maids introduced new leadership and a refreshed vision, Lili led the charge to reimagine its annual conference experience through personalized gifting, interactive elements, and community focused details rooted in the brand's warmth.

"Knowing the brand and asking the right questions bridges the gap between a great idea and a moment attendees remember," she says.

Those moments, whether immersive awards experiences at the Georgia Aquarium, vendor networking at Billy Bob's Texas, or thoughtfully reimagined general sessions, define the team's work.

A Team Built on Trust and Long Days

Ask any of them what is most rewarding, and you will not just hear about the applause or survey scores.

You will hear about each other.

"This industry is intense," Lili says. "But after 12 hour days, replaying it all with people who lived every moment with you, that is what stays with you."

Ashley echoes that sentiment, emphasizing trust and empowerment as the foundation of her leadership style. Team members are encouraged to attend industry events, bring ideas forward, and fully own initiatives, from Chris's sponsored soft seating concepts to Lili's franchise driven annual event calendar.

Innovation, Ashley believes, requires safety and space to succeed and to learn.

Looking Ahead: The Next Generation of Events

That future forward mindset extends to the newest member of the team, Madie Correll, who joined ServiceMaster Brands and attended her first conference on day one.

"It was the best possible introduction," Madie says. "I got to see how everything comes together behind the scenes in real time."

In her role, Madie supports small meetings and events across brands, managing registration, travel, housing, and transportation while continuing to build her skills with guidance from the team.

"There is no better way to learn," she says, "than being in the middle of it."

More Than Events, Brand Experiences

As ServiceMaster Brands continues to grow, the Events Team's role has evolved beyond logistics into something far more strategic.

"The meetings and events industry is complicated. Often considered "party planners" by those who don't understand, the role can be undervalued. Our team has done a remarkable job demonstrating value to franchisees, team members, and peers. What began as executing three major events has evolved into more than 20 meetings and events annually. The creativity, work ethic, ownership, and commitment the events team brings to ServiceMaster Brands is a gift." says Dawn Kroeger, ServiceMaster Brands' VP of Communications.

And when the doors open, the lights go up, and attendees walk into a space that feels intentional, inspiring, and effortlessly executed. That is the moment the work speaks for itself.

It is the moment dreams become reality.