Jennifer Barnard is the Head of Customer Experience at FiftyFlowers, a strategic and visionary leader in the floral industry with over 25 years of expertise in leadership, marketing, and customer service. Before joining the FiftyFlowers team, Jennifer worked in her family’s retail flower shop, where she gained hands-on experience in all aspects of the floral industry. She holds a bachelor’s degree in business from Friends University and has served as a member of the Society of American Florists Executive Committee, Board, and Retail Council.  Passionate about empowering teams through cutting-edge tools, Jennifer enjoys sharing how AI can streamline processes and elevate customer satisfaction, ensuring every interaction creates joy and value.

Ryan Black, Marketing and Media Director of Jet Fresh Flower Distributors and Jet Fresh Flower Growers, S.A. Ryan’s role is to develop, design, and deploy all of Jet Fresh Flowers, Jet Fresh Flower Growers, and affiliated brands’ marketing content and strategies.    Since 2012, he’s invigorated the wholesale flower industry with his graphic designs,  self-produced videos and content, company merchandise, and memorable trade shows and events which have all amassed great success for Jet Fresh Flowers worldwide.   4th-generation in the flower industry, Ryan has been hands-on gaining a unique sense of the flower business in its many forms. From working inside a wholesale flower warehouse to installing weddings and events — even designing and selling flowers for a retail flower shop — Ryan has a truly enriched perspective of the flower industry and the many stages in which flowers are appreciated, thus allowing him to market wholesale flowers so successfully.   Although Ryan has worked around flowers his entire life, he’s always been an artist first. In 2011 he graduated from FAU with a B.A. in Communications focusing on his creative passions of Computer Animation and Graphic Design where he then combined his knowledge and experience to make Jet Fresh’s marketing a household name.   

Sam Bowles serves as general manager and creative director for Allen’s Flowers and Plants in San Diego, CA and is also a business coach with FloralStrategies, a company focused on improving florists’ confidence and customer service skills. Earlier in his career, he spent several years working at some of the biggest retail operations in the industry, including Nanz and Kraft in Louisville, Kentucky and QG Floral in New York City. 

Erin Bruno is the Marketing Director for McNamara Florist in Indianapolis, Indiana. She has been with McNamara for nearly nine years and has really enjoyed helping the business grow through her marketing efforts. Erin started learning about the industry at a young age because her father owns a family greenhouse in rural Indiana. Working for McNamara Florist, she has been able to combine her passion for plants and flowers with her love of advertising and marketing. Erin is passionate about branding, strategic communications, and community. She love all things Indianapolis and is always actively seeking ways to support local businesses and encouraging others to do the same. Erin also love traveling, bouldering, hiking, and being outside whenever possible! 

Nicholas Chang is a forward-thinking executive with global knowledge, a strategic vision, and excellent team leadership. He is currently the Vice President of Sales and Marketing for Rosaprima, the premier grower of high-end luxury roses in Ecuador. He has a true passion for flowers and for this wonderful industry that has allowed him to travel the world, grow professionally, and meet many like-minded people along the way. Nicholas grew up in Quito, Ecuador, and moved to Miami 10 years ago, where he currently resides. He enjoys surfing, long bike rides, reading, and spending time with his wife and daughter.

Alejandra Fernández has been working for the past 4 years as a Marketing leader for the LATAM region at Dümmen Orange, one of the largest breeders of new varieties of cut flowers and pot plants, based in the Netherlands with operations all over the world.

She is an Industrial Designer, with a minor in Marketing Management, with over 7 years of experience in B2B and B2C companies, developing digital and traditional strategies to take brands to the next level. As a part of the new generation, she loves to take the floral breeding industry into the digital world while creating unique brand and product experiences.

Oscar Fernandez is director of sales at Equiflor Corporation in Miami. An industry member for 21 years, he has expertise in business development, sales, marketing, negotiating and strategic planning. Fernandez earned an associate’s degree from Miami Dade Community College and a bachelor’s degree from Florida International University.

Zoë Gallina, AAF, grew up in the event industry, under the tutelage of her father, Ian Prosser, AAF, AIFD, PFCI, one of the country’s preeminent designers, known for his large-scale productions that include two presidential inaugurations. Gallina, too, demonstrated a remarkable aptitude for design, winning an American Floral Society design competition at age 8.  

After graduating from the University of North Florida in 2006 with a Bachelor’s degree in communications and advertising, Gallina joined her family’s business, Botanica International Design & Décor Studio in Tampa, Florida. Now, she is at the helm as Botanica’s creative director. Her work been published in many publications, including Floral Management, Grace Ormonde Wedding Style, The Knot and The Huffington Post.

Professionally trained through the Association of Certified Professional Wedding Consultants, Gallina is a sought-after speaker for numerous organizations, such as The Tampa Bay Chapter of the National Association of Catering Executives and on several occasions, she and her father have presented before packed rooms for the Society of American Florists. The two of them also style photo shoots for Accent Décor’s catalogs.  She has been involved with several charitable organizations and is an active fundraiser for Moffitt Cancer Center.

Kristin Gilliland is the third-generation owner and President of Gardens America Inc., a premier importer and distributor of fresh and dried flowers. With over 30 years of experience in the floral industry, Kristin combines a rich family legacy with a passion for excellence and innovation.

Growing up in the family business, Kristin gained hands-on experience from an early age. She officially joined full-time in 1994 and worked in various roles, including office management, accounting, and general operations, before taking the helm. A graduate of Florida International University with a bachelor’s degree in International Business Relations, Kristin also worked with Armellini Express Lines.

Kristin previously served on the SAF Wholesale Council and currently serves on the SAF Convention Committee Task Force. She is passionate about promoting the benefits of flowers in everyday life and was an early supporter of That Flower Feeling. Outside work, she enjoys traveling, reading, and spending time with family.

Paul Guerrie is the Chief Technology Officer at FlowerBuddy, a leading software platform helping florists streamline their operations and boost profitability. With over a decade of experience in artificial intelligence—most recently as AI Lead at Roboflow, a Google-backed computer vision startup—Paul specializes in turning complex AI concepts into tangible, results-driven solutions for businesses. 

Based near Boulder, Colorado, Paul brings a down-to-earth approach to technology, drawing on real-world challenges and opportunities in the floral industry. When he’s not building cutting-edge software, he spends time with his wife, young child, and two dogs, often exploring the natural beauty of the Rocky Mountain region. 

At the Society of American Florists NextGen Conference, Paul will share his insights on how to leverage AI in business operations, offering practical strategies and tips to help florists thrive in a rapidly evolving market.

Tony Guerrie is the CEO of FlowerBuddy, a software platform that helps florists work smarter, price with confidence, and grow their businesses without all the headaches. With over 10 years in tech and product development, Tony loves turning cutting-edge ideas into tools that actually make life easier. 

The inspiration for FlowerBuddy came from his wife, Megan, and her floral design studio, Flint and Pearl. Watching her juggle the chaos of running a floral business gave Tony plenty of ideas (and maybe a little less hair). Based in Lafayette, Colorado, Tony spends his downtime with his wife and two daughters, diving into creative projects in ceramics and music. 

At the SAF NextGen Conference, he’ll share how florists can use AI and technology to make their operations smoother, their ideas sharper, and their lives a little easier.

Holly is a world traveler who has been involved in the floral industry since birth. She studied Supply Chain Management in college, and describes herself as a business woman at heart, and an artist on demand. After spending years working for a Fortune 500 company, she went on to backpack and live nomadically around the world. Holly has worked in flower shops in Singapore and Australia, and brings a global perspective to her local family flower and gift shop, Kennedy’s, in Grand Rapids, Michigan.  

With over 10 years in the floral industry, Sheldon has grown up immersed in the world of flowers, working alongside family in my family’s floral shop. Having started in customer service, and now a skilled designer, with 9 years of experience creating stunning floral arrangements. For the past 5 years, he has served as the store manager, overseeing operations and ensuring a high standard of service. Throughout his career, Sheldon has learned from the best—under the guidance of my aunt, the shop owner, and my mom, the former store manager. Passionate about every aspect of the floral industry, Sheldon continues to thrive by constantly seeking new knowledge and techniques to enhance his skills.

Jackie Levine has worked at her family’s flower shop, Central Square Florist, since she was a teenager. In high school, she’d help out at the family florist after school. Through college, she worked during weekends and breaks. She fully joined the family business in 2015. Jackie is the 4th generation and manages the shop alongside her father David and sister Michelle. She is passionate about community engagement and connecting her venerable flower shop with her neighborhood and beyond. 

Ryan Marrero is the Assistant Sales Manager at Equiflor/Rio Roses. In this role, he is responsible for working with the sales department to ensure customer satisfaction.  With a genuine passion for the flower business for the past 20 years, Ryan is committed to driving growth and ensuring its continued success in a dynamic market. He believes in the power of flowers and is dedicated to fostering strong relationships within the industry.

With over 16 years in the floral industry, Mimi Pacheco has built a diverse career in product development, digital marketing, and customer education. Her experience spans everything from hard goods to fresh flowers, and she has traveled to flower farms, wholesalers, and florists across Europe, North America, and South America. Currently, Mimi is part of the dynamic Marketing team at Jet Fresh Flowers, where she continues to strive for innovation and sustainability in the floral sector. 

Mimi holds a Bachelor’s degree in Mass Communications from the University of Central Florida, focusing on digital marketing and Integrated Marketing. Her commitment to advancing the industry is evident at every floral and plant event she attends, where she is known as a true Brand Warrior—advocating for innovation, quality, and the future of floriculture.

In addition to her professional work, Mimi actively contributes to the floral community. She serves on the Development Committee of That Flower Feeling, volunteers for the SAF Outstanding Varieties competition, and is involved with Memorial Day Flowers and Women in Floriculture. If you’re interested in any of these organizations or simply want to connect, be sure to stop Mimi and say hello—she’s always eager to chat about ways to give back to the floral industry!

Lisa Nason is the Director of Marketing for Kennicott. With over 24 years of marketing and analytics experience Lisa is working on brand positioning, marketing strategy, and growth optimization at Kennicott.  She has a passion for communication, thinking outside the box, and has a willingness to pitch in to get the job done.  Lisa enjoys exploring the outdoors with her family, gardening, and reading. 

Cameron Pappas is vice president and owner of Norton’s Florist in Birmingham, Alabama. He currently serves on SAF’s Next Gen Task Force and was a 2018 SAF Convention speaker. A graduate of Auburn University with a bachelor’s and master’s degree in accounting, he has expertise in financial management, marketing and technology. He is a member of the FTD Florist Advisory Board and in 2018 was named one of the “Top 40 Influencers Under 40” by Birmingham Magazine. Norton’s has been in business for 99 years—81 years with the Norton family, and 18 with the Pappas family.

Liza Roeser is CEO of FiftyFlowers in Boise, Idaho where she focuses on fresh cut flowers. Roeser has previously served on the SAF Wholesalers and Consumer Joint Councils. With over 20 years in the industry, Roeser has grown her skills with an expertise in entrepreneurship and marketing. Last July, she began a two-year term as the Mar Com Chair for the Entrepreneurs Organization. She is noted as an honoree for Idaho Woman of the Year. She served in the Peace Corps and received a Bachelor of Science degree from Texas A&M University. Her article “Palms, Ferns & Tropical Greens” was featured in Rent My Wedding Magazine’s winter 2018 issue. 

Melanie has spent over 15 years in positions centered around consumers, their preferences, and how to provide a better experience for them. Additionally, during her tenure at ExactTarget, a digital marketing SAAS provider ultimately acquired by SalesForce, Melanie gained a keen interest in data-driven customer insights and how to maximize a brand’s reach and potential through highly personalized campaigns. Prior to co-founding FreshPath Marketing, LLC, she was the Director of Marketing at Syndicate Sales for nearly five years. She quickly became immersed in the floriculture industry developing e-commerce experiences, fostering one-of-a-kind brand partnerships, and launched numerous new products and programs with Syndicate. Melanie’s greatest strength lies in her ability to analyze data points and inputs, understand how they are connected and provide actionable recommendations. She is acutely aware of the challenges facing many businesses today: lack of resources, identifying the right technology and driving its adoption and developing effective campaigns. Melanie works diligently to help implement lasting solutions to make her clients’ businesses more successful.

Laura Walsh is the Director of Marketing for Smithers-Oasis North American Floral. Having spent her life in agriculture, she joined the floral industry five years ago and brings over 17 years of marketing experience. Laura has her business undergraduate degree and her MBA from Kent State University. Over the years, LaurLaura a has taught marketing courses at the collegiate level and enjoys coaching and mentoring young business professionals. Laura resides near Smithers-Oasis’ corporate headquarters in Kent, Ohio. She is married to her husband Tim, has a collection of fur babies, and enjoys yoga and floral design.

Eileen Weber, a second-generation florist and Co-Owner of Lake Forest Flowers, brings passion, creativity, and dedication to every arrangement and event. Raised in the floral industry, she earned a Bachelor of Science in Horticultural Production and Marketing from Purdue University before joining her family’s business. She later completed her MBA at Lake Forest Graduate School of Management to enhance her leadership and business expertise.  

Deeply committed to her community and profession, Eileen was inducted into the American Academy of Floriculture in 2014. She is an active member of the Junior Garden Club of Lake Forest and the Garden Clubs of America, as well as a Director at Large. Additionally, she serves as 4th Ward Alderman including Chair of the Finance & Civic Beautification Committees for the City of Lake Forest, IL and chairs the School Advisory Council at the School of St. Mary, where her two sons are students. 

Eileen finds joy in building personal connections and spreading happiness through flowers. Her passion for exceeding expectations and her unique, unforgettable floral designs ensure every event is as beautiful as it is memorab