Shannon Wilburn
Executive Director and Franchise Coach of SMB Franchise Advisors
Shannon Wilburn is a Certified Franchise Executive, serial entrepreneur, speaker, and business owner with over two decades of experience in franchising. She is currently Executive Director + Franchise Coach at SMB Franchise Advisors, where she leverages her extensive expertise to expand executive coaching and mentoring services for franchisors through the Launch and Grow programs.
Shannon co-founded Just Between Friends Franchise System, the nation’s leading children’s and maternity consignment event, growing the company from a small neighborhood sale in her living room into a franchise system with over 150 locations across 33 states and $42 million in system-wide sales. She continues to support the executive team by serving on the board.
In addition to her role as a franchisor, Shannon is the founder of Shine Executive Coaching, where she supports six- and seven-figure purpose-driven founders and entrepreneurs in scaling their businesses into fully systemized and scalable enterprises.
As the co-host of The Franchise Leaders Forum Podcast, Shannon shares insights, strategies, and candid conversations with industry leaders, helping emerging and established franchisors navigate growth, leadership, and operational challenges.
A recipient of the International Franchise Association’s (IFA) prestigious Bonnie LeVine Award and recognized as one of the Top 50 Women in Franchising by 1851 Franchise, Shannon is deeply committed to empowering others in the industry. She is a sought-after speaker at franchise conferences and leadership events and has been featured on national programs including CNN, The Today Show, Fox News, Entrepreneur, and Good Morning America.
Shannon continues to serve as a Brand Ambassador and Advisor for Just Between Friends and owns Coal Creek Farm Jenks, a 15-acre scenic property in Oklahoma that serves the local community. She is also actively involved in nonprofit work, serving on the board of The Pearl House and in various roles with the International Franchise Association.
Above all, Shannon values her family, drawing inspiration from her 34-year marriage to Mitch Wilburn, their two married children, and four grandchildren. She strives to lead by example, embodying faith-driven leadership in both her professional and personal life.
