SAF Staff


SAF_staff_K_Peter_2014Peter J. Moran, Executive Vice President/CEO (703-838-5208)
Peter leads, directs and manages day-to-day activities for SAF and is responsible for developing the overall strategic positioning for the organization. He has been with SAF since 1985 and has more than 30 years of experience in marketing, advertising and public relations in the public and private sectors. He is a graduate of the American University, where he earned a BA in English and a MA in Public Relations.


staff_gruenburgDrew Gruenburg, Chief Operating Officer (703-838-5229)
Drew supervises Government Relations and Member Services and oversees all internal staff operations. He joined SAF in 1981 and has a BA in American Studies from Washington College, a MA in Journalism from the University of Maryland and is a graduate of the American Society of Association Executives (ASAE) Executive Development Program.


JeSAF_staff_Jenesternester A. Corbin, Administrative Assistant (703-838-5234)
Jenester provides administrative support for SAF & AFE executives as well as other SAF departments. She brings with her more than 20 years of association experience working with boards, committees and councils while providing excellent customer service to its membership. Jenester joined SAF in 2014.

Floral Management Magazine

staff_pennKate Penn, Chief Content & Publishing Officer; Editor in Chief of Floral Management (703-838-5227)
Kate oversees SAF communications and publishes Floral Management magazine. She has been with SAF since 1987. Kate has a BA in Journalism from Bowling Green State University, and she studied Spanish at the University of Madrid.


staff_santiagoSheila Santiago, Communications and Production Manager (703-838-5225)
Sheila joined SAF in 1992 and ensures that production deadlines are met in Floral Management magazine. She also tracks the flow of advertising materials. Previously Sheila worked at Orbcomm as a marketing coordinator.


 Government Relations

SAF_McBurney_KShawn McBurney, Senior Director, Government Relations (703-838-5230)
Shawn is a lobbyist and joined SAF in 2015. He has worked in the government relations arena since 1991 with positions on Capitol Hill, in the federal government, a non-profit and a trade association. He holds a bachelor’s degree in political science from the University of California-Los Angeles (UCLA).

staff_K_schmale2Lin Schmale, Senior Director, Government Relations (703-838-5232)
Lin is SAF’s lobbyist on agriculture and other grower-related issues. Lin has more than 25 years of experience in government relations, having served in the Reagan and Bush administrations. She has a BS in Business Administration from Regis College.


 Information Technology

staff_soguecoRenato Cruz Sogueco, Chief Information Officer (703-838-5210)
Renato oversees SAF’s computer, network and telephone systems and explores new technol-ogies relevant to the floral industry. Renato joined SAF in 1994. As SAF’s first webmaster, he played a leading role in developing the society’s two websites. Renato has a BS in Psychology and Broadcast Journalism from Concordia University in Montreal and studied Art History and Photography at Richmond, The American International University in London.

staff_aldeguerJoe Aldeguer, Systems Administrator (703-838-5220)
In addition to handling all user-support calls on the local area network, Joe implements network services and security. He graduated from Northern Virginia Community College with an Associate Degree in Networking Specialization and is pursuing multiple computer systems certifications. Joe joined SAF in 2000.


SAF_staff_K_Jenni_2014Jennifer Sparks, Vice President, Marketing (703-838-5235)
Jennifer directs the planning and development of SAF’s national consumer marketing programs and oversees the research and information services SAF provides to consumers and the industry. She is the lead staff person for the SAF Fund for Nationwide Public Relations. Jennifer has been with SAF since 1991. She holds a BS from Radford University and a MS in PR/Corporate Communications from Boston University.

staff_scalaJenny Scala, Director of Marketing & Communications (703-838-5216)
Jenny manages the development and implementation of SAF’s consumer marketing materials, response to negative floral publicity and the activities of Professional Floral Communicators – International (PFCI). She joined SAF in 2000. Jenny holds a BA in Media Arts and Design from James Madison University in Harrisonburg, VA.

Meetings & Conventions

SAF_laura_K_72dpiLaura Weaver, CMP, Director, Meetings and Conventions (703-838-5221)
Laura plans and implements SAF meetings. She joined SAF in 2004 with 10 years of experience in meeting planning and management. A certified meeting professional, Laura has worked for the Consumer Bankers Association and the Precision Metalforming Association. She has a BA in History from Geneva College and also is a graduate of the Institute for Organizational Management.


staff_doyleKrissy Doyle, Manager, Member and Data Services (703-838-5204)
Krissy oversees day-to-day maintenance and operation of the organizational database, manages input and updates of member data and fulfills data requests in support of SAF membership efforts. Krissy has been with SAF since 2000.

SAF_Walgrath_KBrian Walrath, Membership Manager (703-838-5231)
Brian coordinates membership recruitment and retention activities, and the development of new products and services. He joined SAF in 2015, and has extensive membership and marketing experience at multiple non-profit organizations including trade associations and professional societies. Walrath holds a bachelor’s degree in corporate communications from Elon University in Elon, NC.

2015 © Society of American Florists

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