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WFCA announces new hire, promotion

WFCA-LogoDalton––The World Floor Covering Association (WFCA), has expanded its staff in response to the accelerated growth of membership, according to Scott Humphrey, CEO. To that end, Kaye Whitener has joined the association as national manager, member relations. Meanwhile, Ashley Welch has been promoted to membership coordinator.

Whitener joins WFCA from Metro Carpets in Nashville, Tenn. In her previous role she oversaw the retail, builder, and commercial divisions of the company. In her new position with WFCA, Whitener will oversee membership recruitment, engagement and retention in all categories. As part of these responsibilities, Whitener will help drive utilization of benefits offered by the WFCA, CFI and fcB2B organizations with all member levels. Whitener will also be in charge of creating, implementing and supporting outreach strategies for WFCA affiliate and affinity partners.

In Welch’s new role within the organization she will be responsible for maintaining and ensuring accuracy of the WFCA member database, the processing of member applications and renewals, coordinating member mailings, developing and updating the association’s contact list, as well as building relationships with current and prospective members. Both Whitener and Welch will report to Freida Staten, vice president of sales and marketing.

“We are thrilled to be expanding our membership team at WFCA with the addition of Kaye Whitener,” Staten said. “Kaye is a highly seasoned professional who literally ‘grew up’ and has spent her entire career in the flooring business. She brings with her a wealth of experience and insight to help our members maximize all of the benefits that WFCA has to offer. We are thrilled to have her on our team.”

Whitener said she is looking forward to working with WFCA retail members “to help inspire and foster the growth of their businesses through WFCA membership.”