Our Mission

To connect and cultivate a thriving floral community.

Our Vision

The power of flowers in
every life.

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.

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

As the IT Director at the Society of American Florists, I bring a strategic and innovative approach to our technology infrastructure. Leading the successful migration of our IT systems to the cloud, I am deeply committed to enhancing cybersecurity measures and ensuring robust protection for our data and networks.

In the rapidly evolving tech landscape, I am a strong advocate for integrating Artificial Intelligence technologies into business operations. My focus lies in harnessing AI’s potential to optimize workflows and drive efficiency, aligning with our organizational goals.

Balancing security, user productivity, and organizational resilience is at the core of my approach. By fostering a culture of continuous improvement and adaptability, I aim to position the Society of American Florists at the forefront of technological advancement in our industry.

For any inquiries, feel free to engage with my AI assistant at https://choobala.com

Elizabeth Daly

Director of Marketing and Communications

Elizabeth has over 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.

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.

Abby Hartman

Membership Development Specialist

Abby came to SAF with 10 years experience in the nonprofit association space. She has specialized throughout those years in membership retention, recruitment and member benefits. She graduated from Kent State University and then attended Waynesburg University to obtain her MBA. Abby has a love of flowers and members.

Amanda Jedlinsky

Senior Director of Content and Communications

Amanda came to SAF in 2021 with eight years of experience reporting, writing and editing for a Virginia newspaper, and five years as the owner and operator of a small flower farm. She is the managing editor of SAF’s weekly digital newsletter, SAF NOW, and editor in chief of the bi-monthly magazine, Floral Management. Amanda has a bachelor’s degree in journalism from Kent State University.

Theresa Johnson

Database Management Specialist

Theresa joined SAF in 2024 as the Database Management Specialist. She has 15+ years of IT and data analytics experience in the trade association industry. Theresa is a graduate of Strayer University with a BA in Computer Science. As Database Management Specialist, she helps with managing, maintaining, and optimizing the use of our internal data sources to improve the online customer experience and to provide data analysis for improved services and practices.

 

Maura Kenny

Director, Business Development

Maura joins SAF as a 20+ year veteran of the floral industry. She leads SAF’s efforts to connect industry growers and suppliers with the SAF audience. She owned her own thriving floral studio for over a decade and comes to us as a prior Sales Director from the nonprofit sector. She has a degree in Communications from Temple 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.

Lizzy Kubica

Events Project Specialist

Lizzy joined SAF in 2024 as the Events and Project Specialist. Prior to SAF, she worked as Project Manager for a Graphic Design Agency, and before that as a Cruise Director. She graduated from James Madison University, where she earned a B.A. studying English, Creative Writing, and Anthropology. As Events and Projects Specialist, she helps plan and coordinate on-site events such as SAF’s annual awards, conventions, and Petal It Forward event. Lizzy also works as a liaison for Next Gen and PFCI groups.

Justine Seas

Membership Marketing Manager

Justine joined SAF in 2021 as the Membership Specialist. Prior to SAF, Justine held conference and event planning roles at various associations and nonprofits. Justine graduated from James Madison University with a bachelor’s degree in International Affairs and a minor in Modern European Studies.