WFCA Strengthens Executive Leadership with COO Promotion

The World Floor Covering Association (WFCA) has expanded Freida Staten’s role to chief operating officer.

“Freida has earned this opportunity through her proven leadership, strategic vision and ability to deliver results,” says WFCA CEO Scott Humphrey. “She has consistently demonstrated an exceptional ability to unite teams, execute complex initiatives and keep our organization focused on serving our members.”

Staten joined WFCA in September 2013, as vice-president of recruitment and affiliate relations. She moved into the role of chief marketing and strategy officer in April 2025, leading the association’s marketing, communications, branding and strategic initiatives. Before joining WFCA, she spent 15 years with Shaw Industries, where she held leadership roles in communications, events, marketing, and customer and supplier programs.

As COO, 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.

WFCA is the floor covering industry’s largest advocacy organization, representing floor covering retailers, contractors and allied service providers throughout North America.