Kaye Whitener has joined the World Floor Covering Association (WFCA) as national manager, member relations and Ashley Welch has been promoted to membership coordinator.

Whitener joins WFCA from Metro Carpets based in Nashville, Tenn. In her previous role she oversaw the retail, builder and commercial divisions of the company. In her new position with WFCA, Whitener will oversee membership recruitment, engagement and retention in all categories. As part of these responsibilities, Whitener will help drive utilization of benefits offered by WFCA, CFI and fcB2B organizations with all member levels. Whitener will also be in charge of creating, implementing and supporting outreach strategies for WFCA affiliate and affinity partners. Whitener will report to Freida Staten, vice president of sales and marketing.

In Welch’s new role within the organization, she will be responsible for maintaining and ensuring accuracy of the WFCA member database, the processing of member applications and renewals, coordinating member mailings, developing and updating the association’s contact list, as well as building relationships with current and prospective members. Welch will report to Staten.

“We are thrilled to be expanding our membership team at WFCA with the addition of Kaye Whitener,” said Staten. “Kaye is a highly seasoned professional who literally ‘grew up’ and has spent her entire career in the flooring business. She brings with her a wealth of experience and insight to help our members maximize all of the benefits that WFCA has to offer.”

For more information, visit WFCA-PRO.org.