SAF Staff

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

Joe Aldeguer

Joe Aldeguer

IT Director

Mary Anastacio

Mary Anastacio

Finance Assistant

Stephanie Brady

Stephanie Brady

Project Coordinator

Jenester A. Corbin

Jenester A. Corbin

Office Coordinator

Lynn Craig

Lynn Craig

Director of Finance and Administration

Kate Delaney, AAF

Kate Delaney, AAF

Director, Career Development

Kimberly A. Hay, CCSP

Kimberly A. Hay, CCSP

Membership Specialist

Amanda Roberts

Amanda Roberts

Membership Manager

Sheila Santiago

Sheila Santiago

Director of Publishing and Digital Strategist

Laura Weaver, CMP

Laura Weaver, CMP

Director, Meetings and Conventions

Mary Westbrook

Mary Westbrook

Editor in Chief of Floral Management

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.

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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.

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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.

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Mary Anastacio

Finance Assistant

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

Project Coordinator

Stephanie joined SAF in 2020 as the Project 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.

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Jenester A. Corbin

Office Coordinator

Jenester provides administrative support for SAF executives as well as other departments. She coordinates the day-to-day operations of the office and is the staff liaison to the Awards Committee. 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.

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Lynn Craig

Director of Finance and Administration

Lynn joined SAF in 2019. She brings more than two decades of experience in finance and human resources to SAF’s operations. Lynn is the former director of finance at the Victims of Communism Memorial Foundation. Prior to that, she was vice president of finance at the American Waterways Operators, and she’s had two separate stints as the controller for the finance department for a local Chamber of Commerce.

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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.

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Kimberly A. Hay, CCSP

Membership Specialist

Kimberly welcomes new SAF members and encourages prospective members to join, and she makes sure members get what they need, like quick answers to questions or new products and services. She joined SAF in 2019. She is the former membership retention manager at the American Bankruptcy Institute. She also worked as the member records coordinator for the Printing Industries of America. She holds the Certified Customer Service Professional designation from the International Customer Service Association. Kimberly earned a bachelor’s degree in mass communication from Towson State University.

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Amanda Roberts

Membership Manager

Amanda joined SAF in 2020.

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Sheila Santiago

Director of Publishing and Digital Strategist

Sheila brings more than 20 years of experience to her position. She oversees the advertising sales of Floral Management Magazine and directs the associations digital content. She joined SAF in 1992. Sheila has a degree in Business Management with a focus in Nonprofit Management.

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Laura Weaver, 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.

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Mary Westbrook

Editor in Chief of Floral Management

Mary oversees the content, design and editorial direction of Floral Management magazine. She is the lead editor for SAF’s Sales Wake Up and Wednesday E-Brief newsletters. Mary worked as a writer for the association and magazine from 2003 to 2006. In 2012, she rejoined SAF as a contributing writer and editor. She holds a BS in Journalism from the University of Florida and an MFA in Creative Writing from Old Dominion University.

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2019 © Society of American Florists

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