The Society of American Florists has hired a digital strategy manager tasked with strengthening the association’s and its members’ digital brand.
Max Duchaine joined SAF on Sept. 7 after working in both the nonprofit and business worlds. A 2011 graduate of Longwood University in Farmville, Virginia, Duchaine brings a wealth of experience in new media and digital marketing practices to the new position and said he’s excited to bring that skill and experience to SAF and the floral industry.
“I consider myself to be a creative problem solver with an analytics-first mentality,” Duchaine said. “When I’m not measuring campaign efficacy, I’m architecting complicated integrated marketing strategy and toying with social media practices to improve engagement.”
Duchaine was hired out of college to institute digital marketing efforts for Cobb Technologies in Richmond, Virginia, a well-established B2B business that was struggling to adopt new media and digital marketing practices. At Cobb, he put in place a social media and email marketing strategy that highlighted the company’s strengths and pitched their products in a solutions-based mentality.
“As the digital footprint grew, so did participation in events, promotions and ultimately sales,” he explained.
In August 2014, Duchaine moved to the American Association for the Advancement of Science in Washington, D.C., the country’s oldest and largest nonprofit publisher of scientific research. There, Duchaine developed social and digital strategies, including its first social media advertising campaigns and an email marketing strategy that saw increases in opens, clicks and conversions.
That experience helped set Duchaine apart from a competitive field of applicants, according to SAF CEO Peter Moran. In addition, Duchaine’s “great people skills” make him uniquely qualified for the position, Moran added, which SAF created after the departure of its longtime CIO Renato Sogueco, who joined BloomNet this summer. (Sogueco — a recognized expert on all things IT in the floral industry — will still be sharing his insights and tips with SAF members at SAF Maui 2016.)
“Not only is Max completely up on all of the most progressive digital marketing and branding strategies — he’s also a great communicator, very comfortable talking tech with veterans and rookies alike,” Moran said. Those skills will come in handy when Duchaine presents technology programs at SAF events and also helps SAF members troubleshoot their technology challenges one-on-one throughout the year.