International Casual Furnishings Association Names Siri Scott as Director of Programs and Engagement

January 16, 2024
HIGH POINT – The International Casual Furnishings Association (ICFA) announced that marketing professional Siri Scott has joined the management team as Director of Programs and Engagement.

“Siri’s extensive and multi-faceted experience in marketing strategy development and implementation and optimized customer engagement made her the ideal choice for this new position. She will help us enhance support and value for our current members while expanding our influence globally,” said ICFA Executive Director Jackie Hirschhaut.

Scott brings almost two decades of strategic marketing management experience to the trade organization, focusing on helping shareholders improve and expand customer communication and engagement across a range of digital and traditional channels. “I look forward to identifying the commitments and priorities of each sector of the membership – manufacturers and importers, retailers, sales representatives, designers and suppliers to the outdoor furniture industry – and providing programming and communications that achieve their objectives. We’ll introduce data-driven tools to monitor the results of the strategies initiated to drive their success,” said Siri.

Megan Pierson, Executive Vice President of Business Development for POLYWOOD and 2024 Chair of the ICFA Board of Directors considers Siri a much-needed addition to the staff. “Jackie, the Executive Board, and many committees have identified ways to increase value for our diverse membership, but the implementation required a dedicated marketing professional. Siri has the expertise to analyze and actualize those ideas along with the energy to engage with each member category to develop new plans that meet their specific needs and challenges,” she said.

“Siri has an impressive track record for enhancing customer engagement and experiences in her previous marketing management positions,” Hirschhaut continued. “Working for a nonprofit, she became the organization’s spokesperson on child welfare, sharing expertise with major news networks and achieving international exposure for her agency.” During her tenure in the healthcare industry, Siri researched, developed and introduced programming and communications that benefited physicians and clinicians as well as resulted in positive outcomes for their patients.

As a digital marketing specialist, Scott looks forward to helping the ICFA and its members create robust campaigns by understanding and leveraging the driving forces behind consumer behavior. “Highly effective digital marketing doesn’t go in just one direction,” she said. “Even with limited time and resources, it is possible to make it about relationships and conversational. I look forward to creating dynamic programs that bring success and sales to our diverse member groups,” she said.

Scott joins the ICFA management team based here just in time to attend two of the most influential industry events of the first quarter, Atlanta Market on January 16-22 and the Elevate 2024 Educational Conference in Scottsdale, Ariz., on February 18-21. “I will be introducing myself to everyone and taking lots of notes,” she said.

As a girl who grew up in the Midwest, Scott loves the ocean, mountains and the expanding cultural offerings of her home in North Carolina. She enjoys travel, museums, art, quilting and spending time with her family. Her favorite outdoor furniture pieces are “comfortable chairs around a table or a roomy sectional facilitating conversation among friends on a warm summer evening and a big colorful umbrella to shield us from the sun!”