As staff, SAF’s strategic plan is what guides us in serving you each day:

Our Mission

To connect and cultivate a thriving floral community.

Our Vision

The power of flowers in
every life.

Our Goals

Career Development, Connection, The Future, Sustainability.

Kate Penn

Kate Penn

Executive Vice President/CEO

Katie P. Butler

Katie P. Butler

Senior Vice President

Jazmin Albarran

Jazmin Albarran

Executive Director

Joe Aldeguer

Joe Aldeguer

IT Director

Mary Anastacio

Mary Anastacio

Director of Finance

Stephanie Brady

Stephanie Brady

Communications and Event Coordinator

Elizabeth Daly

Elizabeth Daly

Marketing and Communications Manager

Kate Delaney, AAF

Kate Delaney, AAF

Director, Career Development

Jennifer Johnson

Jennifer Johnson

Finance Assistant

Cindy Kranz

Cindy Kranz

Office Coordinator

Amanda Roberts

Amanda Roberts

Membership Manager

Sheila Santiago

Sheila Santiago

Director of Publishing

Laura Weaver Kern, CMP

Laura Weaver Kern, CMP

Director, Meetings and Conventions

Kate Penn

Executive Vice President/CEO

Kate leads, directs and manages day-to-day activities for SAF and is responsible for developing the overall strategic positioning for the organization. She joined SAF in 1987 as a writer and editor, and then held positions as editor-in-chief, publisher, vice president of publishing and communications, and chief content and publishing officer. Kate has a B.S. in journalism from Bowling Green State University.

Katie P. Butler

Senior Vice President
After gaining her love of the floral industry working for SAF from 1999-2002 as senior editor of Floral Management, Katie rejoined SAF in 2019 and supervises SAF’s communications, content and publishing and membership departments. Prior to coming back to SAF, Katie was the vice president of communications for the Independent Insurance Agents & Brokers of America overseeing its public relations, marketing, content and advertising sales functions. Katie has a B.A. in journalism and political science from Ohio Wesleyan University.

Jazmin Albarran

Executive Director, Seed Your Future

Jazmin joins Seed Your Future as Executive Director with over a decade of change and systems management experience. With a solid knowledge of associations and philanthropy, she will bring her skills and expertise in planning, leading, and managing development projects and programs to the movement. She has experience in a broad range of nonprofit organizations, including those focused on crisis support, youth development, and workforce development. Before taking on her role at Seed Your Future, Jazmin gained experience in volunteer development and created diverse, equitable, and inclusive communities within the camp industry as the Eastern Region Director at the American Camp Association. Jazmin will lead Seed Your Future’s next phase of growth, promoting horticulture and floriculture, and the nationwide expansion of career development opportunities with plants.

Joe Aldeguer

IT Director

Joe is responsible for the management, user support, strategy and execution of IT infrastructure for the organization. He manages the Operating Systems from Apple, Windows and Linux servers and workstations, and oversees the maintenance of SAF’s industry and consumer websites. Joe joined SAF in 2000. He graduated from Northern Virginia Community College with an Associate Degree in Networking Specialization.

Mary Anastacio

Director of Finance

Mary joined SAF in 2020. She assists with the financial responsibilities of the organization. Prior to SAF, Mary worked for a 501©(6) in Arlington as their Director of Finance.

SAF Staff Anastacio-Mary

Stephanie Brady

Communications and Event Coordinator

Stephanie joined SAF in 2020 as the Communications and Event Coordinator, supporting meetings and communications. She is the staff liaison to The Professional Floral Communicators – International (PFCI) and the Awards Committee. Stephanie comes to SAF with experience in the nonprofit world for causes including arthritis, multiple sclerosis, and lung cancer. She has a bachelor’s degree in communication studies from Monmouth University in New Jersey.

Elizabeth Daly

Marketing and Communications Manager

Elizabeth has almost a decade of experience of working for hospitality brands including Ritz-Carlton and Hilton, where she held brand management and marketing roles.  At SAF Elizabeth works across functions to raise awareness about the value SAF can bring to our members. She’s a graduate of Virginia Tech and has a master’s in advertising & public relations from Richmond the American International University in London.

Elizabeth Daly

Kate Delaney, AAF

Director, Career Development

Kate joined SAF in 2020 and is excited to take on SAF’s career development goal to equip growth-minded professionals with resources to create fulfilling careers. She is responsible for developing and implementing SAF’s new career development platform.  She brings to the role more than 20 years of experience in the floral industry with exposure to all aspects of managing a successful retail florist.  Before joining SAF as an employee, Kate was an active member of the association and served as a volunteer leader on the Convention Task Force, Retail Council and Government Joint Council.

Jennifer Johnson

Finance Assistant

Jennifer joined SAF in 2021. She assists with the financial responsibilities of the organization. Prior to SAF, Jennifer worked as a Financial Controller for more than 20 years. Jennifer is currently pursuing her MBA.

Cindy Kranz

Office Coordinator

Cindy joined SAF as our Office Coordinator bringing five years’ experience as an Office Manager with a non-profit organization as well as over 27 years of administrative experience in the private sector. Cindy will be coordinating the day-to-day operations of the office.

Amanda Roberts

Membership Manager

Amanda joined SAF in 2020. She comes to SAF after 10 years working in membership roles at various associations. For most of that time, she worked at the National Alliance on Mental Illness, the nation’s largest grassroots mental health organization. She graduated from James Madison University with a degree in English.

Sheila Santiago

Director of Publishing

Sheila brings more than 20 years of experience to her position. She connects industry partners with SAF’s sponsorship and advertising opportunities and manages the production, circulation, and budget for Floral Management magazine. She joined SAF in 1992 and holds a bachelors’ degree in Nonprofit Management and Strategic Communication from George Mason University.

Laura Weaver Kern, CMP

Director, Meetings and Conventions
Convention Task Force Liaison

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.

2019 © Society of American Florists

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