WFCA Promotes Freida Staten to Chief Operating Officer

The World Floor Covering Association (WFCA) has promoted Freida Staten to Chief Operating Officer (COO), expanding her leadership responsibilities across the association and its affiliated organizations.

Staten most recently served as Chief Marketing & Strategy Officer, where she led the association’s marketing, communications, branding, and strategic initiatives. In her new role, she will partner closely with WFCA Chief Executive Officer Scott Humphrey to oversee organizational operations, strengthen cross-functional collaboration, advance the association’s long-term strategic priorities, and continue providing executive leadership for marketing and communications.

“Freida has earned this opportunity through her proven leadership, strategic vision, and ability to deliver results,” said Scott Humphrey, CEO of WFCA. “She has consistently demonstrated an exceptional ability to unite teams, execute complex initiatives, and keep our organization focused on serving our members. I look forward to partnering with her as we continue positioning WFCA for the future.”

“Freida has consistently demonstrated a collaborative leadership style, a deep commitment to our members, and an unwavering passion for advancing the flooring industry,” said Lauren Voit, Chair of the WFCA Board of Directors. “Throughout her tenure, she has earned the respect of our Board, our staff, and our industry partners. We are excited to see her take on this expanded role and help lead WFCA into its next chapter.”

As Chief Operating Officer, Staten will provide executive oversight for organizational operations, membership experience, education and training, strategic partnerships, and key organizational initiatives across WFCA and its affiliated organizations. She will continue leading the association’s marketing and communications strategy.

“I am honored and humbled by the opportunity to serve WFCA in this expanded capacity,” said Staten. “Our industry is built on strong relationships, and I believe the best results come from working together toward a common vision. I look forward to partnering with our staff, volunteer leaders, and members as we continue strengthening the association, enhancing the member experience, and creating opportunities that support the future of the flooring industry.”

Staten joined WFCA in September 2013 as Vice President of Recruitment & Affiliate Relations and was promoted to Chief Marketing & Strategy Officer in April 2025. Before joining WFCA, she spent 15 years with Shaw Industries, where she held leadership roles in communications, events, marketing, and customer and supplier programs.