Brice joined the Dwyer Group as Vice President, Marketing in 2008, and leads all marketing efforts for the Dwyer Group's franchised concepts. He joined Dwyer from Curves International, where he was a member of the management team that in five years made Curves' the world's largest international fitness franchise. He has also led key marketing efforts for Franchisers ColorTyme and Cellular One.

Prior to moving to Waco, Brice spent over twenty years with major advertising and publishing companies in Dallas, Houston and New York, leading the development of groundbreaking marketing programs for diverse brands including JC Penney, Continental Airlines, BMW, Ericsson, Fujitsu, Garden Ridge and Hoovers Online. He is the recipient of numerous marketing and advertising awards, including the coveted Gold Effie for Advertising Effectiveness from the American Marketing Association.

Brice holds an MBA in Business Administration from Colorado Tech, a BS in Advertising from the University of Texas in Austin, as well as numerous academic and business certifications. He is an active member of the Direct Marketing Association, the American Marketing Association, and a CFE candidate with the International Franchise Association.