WFCA Promotes Freida Staten to COO

Dalton, GA, August 10, 2026—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, and advance the association’s long-term strategic priorities, and continue providing executive leadership for marketing and communications.

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.