SAF Staff


Peter Moran Head Shot

Peter J. Moran, Executive Vice President/CEO

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.

Drew Gruenburg SAF staff

Drew Gruenburg, Chief Operating Officer

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.


Jenester 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.

headshot of SAF's Accounting Assistant, Janice King

Janice King, Accounting Assistant

Janice joined SAF in 2016, and most recently worked at Catholic Charities Archdiocese Washington as a client services representative. She also had a 10-year career with CACI International as a collections analyst and has had several other positions in finance and office management.

Content and Communications

Kate Penn SAF staff

Kate Penn, Chief Content & Publishing Officer; Editor in Chief of Floral Management

Kate oversees the association’s content, from its publications (Floral Management, E-brief and Sales Wakeup) and educational programs to its website and member communications. 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.

Headshot of SAF's Digital Strategy Manager, Max Duchaine

Max Duchaine, Manager, Digital Strategy

Max joined SAF in 2016. Most recently, Max worked with the American Association for the Advancement of Science as its digital marketing associate. There, he managed the association’s social media campaigns, optimized its SEO and online advertising and managed its email marketing efforts. Prior to that he brought a family-owned technology company in Richmond, Virginia, into the digital age by establishing its web and social media presence. He graduated from Longwood University’s communications and marketing program.

Sheila Santiago, Communications and Production Manager

Sheila brings more than 20 years of experience to her position. She manages the production of Floral Management magazine and content on the association’s website. She joined SAF in 1992 as the Production Coordinator and was promoted to Communications and Production Manager in 2012. Sheila attends Northern Virginia Community College for Business Management with a minor in Communication Design.

Government Relations

Shawn McBurney SAF staff

Shawn McBurney, Senior Director, Government Relations

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).

Information Technology

Joe Aldeguer SAF staff

Joe Aldeguer, IT Director

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.


Jennifer Sparks SAF Staff

Jennifer Sparks, Vice President, Marketing

Jennifer directs the planning and development of SAF’s nationwide consumer marketing programs, research, websites and social media channels to promote the benefits of flowers and plants. She oversees the production of marketing materials and advice to help industry members promote their businesses locally, and manages the SAF Fund for Nationwide Public Relations, which supports all of SAF’s consumer programs. Jennifer has been with SAF since 1991. She holds a BS in Journalism from Radford University and a MS in PR/Corporate Communications from Boston University.

Jenny Scala SAF staff

Jenny Scala, Director, Marketing & Communications

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

Meetings and Conventions

Laura Weaver SAF staff

Laura Weaver, Director, Meetings and Conventions

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.


Krissy Doyle SAF staff

Krissy Doyle, Manager, Member and Data Services

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.

Brian Walrath SAF staff

Brian Walrath, Membership Manager

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.

2016 © Society of American Florists