CalFlowers Announces Search for Director of Marketing to Lead Industry Growth and National Rebrand

SAN MARCOS, Calif. — CalFlowers, a national floral trade association representing more than 900 members across 48 states, today 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 will also 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,” added DeVries. “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.

About CalFlowers

Founded in 1941, CalFlowers is a national floral trade association representing growers, wholesalers, retailers, importers, suppliers, and industry partners across the United States. Through advocacy, education, networking, business solutions, and consumer marketing initiatives, CalFlowers works to strengthen and advance the floral industry while fostering growth and collaboration throughout the supply chain.