CalFlowers, a national floral trade association representing more than 900 members across 48 states, announced the creation of a new director of marketing position as part of the association's continued investment in industry growth, consumer engagement and its comprehensive organizational rebrand.

The director of marketing will serve as CalFlowers' senior marketing leader, overseeing the development and execution of marketing strategies that engage consumers, support members, strengthen industry partnerships and elevate the floral industry's voice nationwide. The position also will play a central role in CalFlowers' rebranding efforts as the association continues to evolve and expand its national impact.

"This is a defining moment for CalFlowers and for the floral industry as a whole," said Lane DeVries, president of CalFlowers. "We are building for the future, expanding our national presence, strengthening industry partnerships and creating new opportunities to connect consumers with flowers. The director of marketing will play a vital role in helping us achieve that vision."

Founded in 1941, CalFlowers has spent more than eight decades supporting and advancing the floral industry. Today, the association is investing in next-generation leadership, consumer marketing initiatives, membership growth, advocacy efforts and strategic partnerships designed to unite and strengthen the floral supply chain.

The new director of marketing will lead the association's marketing strategy across consumer, member and industry audiences while building and managing the marketing function, including agency relationships, budgets, performance measurement and future team development. Key responsibilities will include leading national consumer campaigns, overseeing public relations and digital marketing efforts, supporting membership growth initiatives and helping increase flower consumption throughout the United States.

The ideal candidate will bring a proven track record of marketing leadership, experience developing successful consumer-facing campaigns and a passion for advancing the floral industry. The position requires a strategic thinker who is equally comfortable rolling up their sleeves to execute, collaborate and deliver measurable results.

"This role offers a unique opportunity to leave a lasting mark on both CalFlowers and the floral industry," DeVries added. "We are seeking a visionary marketing leader who can help shape how flowers are marketed, consumed and celebrated across the country."

The position is full-time and remote within the United States, with travel required for board meetings, industry events and partner engagements. Applications will be reviewed on a rolling basis through July 30.

Candidates interested in applying should submit a resume and a brief statement outlining their vision for increasing flower consumption in the United States and their approach to leading marketing strategy through a major organizational rebrand.