Leaders in funeral service met August 3 – 6, 2025 in Napa, CA, at the Meritage Resort to learn from leadership professionals, network and attend thoughtful sessions.
Leadership Conference Facebook photo album
Speakers
Sharon Gai
Sharon Gai is an expert in AI and innovation. She helps organizations become agile disruptors in their industries so they can increase revenue and retain users. In her tenure at Alibaba, she advised brands and heads of state in crafting their digital strategy with programmatic marketing and AI. She has worked with TEDx, Singularity University, UBS, Deloitte, Walmart, LVMH, Nestle, Tetra Pak, Twilio and many others. She is in the AAE list of Top Keynote Speakers in 2023. She is a RETHINK Retail’s Top Retail Expert and a LinkedIn Community Top Voice in 2024. She has appeared on Bloomberg, Reuters, ABC, CBC, CCTV, TechCrunch, Retail Asia, Wired, and The Next Web. She is the author of the book, Ecommerce Reimagined. Sharon has an Honors Bachelor’s degree in International Development from McGill and a Masters in Information Management from Columbia University. When she is not globetrotting, she is jamming pianos or making people laugh in New York’s stand-up comedy scene.
Sharon will speak Monday, Aug. 4 on AI: How to do More with Less and Ask AI Anything
Avi Olitzky
Avi Olitzky is the president and principal consultant of Olitzky Consulting Group. Over the course of his professional career, Avi has served as senior rabbi to one of the largest congregations in North America, successfully launched and grown innovative information technology and content-driven production companies, and was a founding board chair and board member for numerous non-profits. He is a Qualified Association Specialist (QAS), master facilitator, design-thinker, strategic planner, innovator, speaker, and retreat organizer.
Avi has served as an advisor and consultant to multiple membership organizations and non-profits, associations, camps and youth organizations, synagogues and churches, for-profit executives, and general companies. Recently invited to serve on faculty for the U.S. Chamber of Commerce’s Institute of Organization Management, Avi is a futurist who thrives on collaborating with visionary organizations and individuals dedicated to positive global impact.
He has spoken at national and regional association events, including ASAE, FSAE, TSAE, Associations North, and CMAA, and consults with organizations on improving leadership dynamics and operational effectiveness. Avi is also the co-founder and Chief People and Spiritual Officer of SpirituWell, a virtual spiritual care provider offering expanded access to chaplains across diverse faiths and denominations in real-time.
Avi will speak Tuesday, Aug. 5 on Leadership That Lasts: Developing the Next Generation of Funeral and Association Professionals and also Engagement Leads to Membership: Rethinking Traditional Models to Build Stronger Connections
Ruth Graczkowski
Ruth Graczkowski is the founder of Tri-S Consulting, where she helps organizations find solutions that matter. With more than 25 years of experience in the leadership space, she’s worked across industries—from corporate teams to nonprofits to associations—building programs, guiding conversations, and supporting people as they grow into stronger, more self-aware leaders.
She currently serves as the lead facilitator for NFDA’s National Emerging Leaders Program (NELP), where she’s had the chance to learn alongside funeral service professionals and gain a deep appreciation for the unique demands and strengths of the profession.
What drives her work—whether it’s in a boardroom, a breakout session, or a room full of emerging leaders—is creating space for people to pause, reflect, and talk honestly about what leadership really looks like.
Ruth will moderate the panel discussion on Tuesday, Aug. 5: The Real Work of Leadership
Tracy Wheeler, Executive Director, End Well
Tracy Wheeler is the Executive Director of End Well, a leading nonprofit at the intersection of end-of-life and culture change, dedicated to making end of life part of life. Since the organization’s founding in 2017, she has led content strategy and speaker curation, working with more than 150 individuals—including both public figures and unsung heroes—to develop powerful talks on serious illness, caregiving, grief, and loss. Prior to End Well, Wheeler built a successful career in fashion marketing, leading international marketing teams at Polo/Ralph Lauren, Esprit, and Gap.
Tracy will participate in the panel discussion on Wednesday, Aug. 6: Charting the Future of Funeral Service
Jasmine Berrios, Licensed Funeral Director, Hollywood Forever Cemetery
Jasmine Berrios is a licensed funeral director (2019), embalmer (2021), and cemetery sales counselor (2024) serving at Hollywood Forever Cemetery in Los Angeles. In addition to her funeral service work, she has coordinated large-scale cemetery events, educational seminars, and professional outreach gatherings. Berrios is the youngest officer in the 120-year history of the California Funeral Directors Association, where she currently serves as Secretary. She is also an advisory committee member for the Cemetery and Funeral Bureau of California.
Jasmine will participate in the panel discussion on Wednesday, Aug. 6: Charting the Future of Funeral Service
Martha Thayer, Interim Executive Director, Colorado Funeral Directors Association; Founder and President, Mortuary Training LLC
Martha Thayer is the Founder and President of Mortuary Training LLC, where she leads a team of four professionals providing education and training for funeral service practitioners. She currently serves as Interim Executive Director of the Colorado Funeral Directors Association, helping to rebuild the organization following the state’s reinstatement of funeral service licensing after a 40-year hiatus. Thayer is an Emeritus Professor and former Chair of the Mortuary Science Department at Arapahoe Community College. She is also a licensed funeral director and embalmer in the State of Colorado.
Martha will participate in the panel discussion on Wednesday, Aug. 6: Charting the Future of Funeral Service
Curtis Funk, Founder and CEO, Tukios
Curtis Funk is the Founder and CEO of Tukios, a technology company providing software solutions to funeral homes around the world, including its flagship memorial video platform. Driven by a vision to modernize the industry, Funk led Tukios to win the NFDA Innovation Award in 2016. He was recognized by his alma mater, Weber State University, as Young Alumnus of the Year for his entrepreneurial achievements and leadership in the death care technology space.
Curtis will participate in the panel discussion on Wednesday, Aug. 6: Charting the Future of Funeral Service
Steven Johnson, Partner and Funeral Director with H.E. Turner & Co.
Steven Johnson is a Partner and Funeral Director with H.E. Turner & Co., Inc., a full-service funeral home in Batavia, New York, where he has served for more than 14 years. He holds the designations of Certified Funeral Service Practitioner (CFSP) and Certified Crematory Services Provider (CCSP). Johnson has also contributed to the field as an adjunct instructor at SUNY Canton and as a professional presenter for advanced funeral service educational programs.
Steven will participate in the panel discussion on Wednesday, Aug. 6: Charting the Future of Funeral Service
Stephen Shaffer, President and CEO, Homesteaders Life Company
Stephen Shaffer has been engaged for over thirty years in the Death Care Profession with significant depth of industry knowledge and a commitment to building and retaining exceptional relationships. He has a successful track record of building and growing successful organizations and committed teams. He has been with Homesteaders for over ten years with prior service at Midwest Memorial Group, Foundation Partners Group LLC, Keytone Group Holidngs, and Ernst & Young.
Stephen will participate in the panel discussion on Wednesday, Aug. 6: Charting the Future of Funeral Service
Lesley Witter
Lesley Witter, MPA, CAE, is NFDA’s Senior Vice President, Advocacy. In her role as NFDA’s federal lobbyist she oversees all government relations efforts, political action committee activities, legislative and regulatory programs, the work performed by law firms and outside lobbyists on behalf of the association and its members. Lesley is a Certified Association Executive and has a bachelor’s degree in government and international relations and a master’s degree in public administration from George Mason University. She has been with NFDA since 2007.
Lesley will share legislative and advocacy updates on Monday, Aug. 4.
Chris Farmer
Chris Farmer, NFDA General Counsel, has been serving funeral professionals for over 20 years. Chris was in-house counsel for SCI from 2003-2008 before he started private practice representing funeral homes, cemeteries, and crematories of all sizes across North America. Chris was General Counsel for the Texas Funeral Directors Association and General Counsel and on the Board of Directors for the Cremation Association of North America for over 7 years each. Chris founded The Farmer Firm in 2015 and served as outside general counsel to many successful businesses. As NFDA’s General Counsel, Chris provides counsel on litigation, regulatory matters, business matters, buying and selling, employment law, and any other legal matters our profession faces.
Chris will provide an overview of current legal issues affecting the funeral profession on Wednesday, Aug. 6.
Lanae Strovers
Lanae serves as the Trainer for NFDA and delivers the NFDA Arranger Training suite of education opportunities. She is a first-generation funeral director and strives to help families personalize services honoring their loved one. She was called to funeral service after the death of a close friend whose “cookie-cutter” funeral didn’t tell his story. She knew there was a better way. Lanae graduated from Des Moines Area Community College with honors in 2012 and has served at Hamilton’s Funeral Home since then. During her time at Hamilton’s, she initiated a program for unclaimed remains, gaining national attention. Lanae is also known for her personalized touch for each family she serves – turning the funeral home into a baseball field, a gaming room, or a classy runway show with a pianist…Lanae will do whatever she can do to help make that service unique and special, reflecting who that person was in life!
Lanae will present an optional session on Tuesday, Aug. 5 focused on Arrangement Conference Solutions: Difficult Conversations
Agenda
Sunday, August 3
Eagle Vines Golf Outing
7 - 7:45 a.m. Check in
8 a.m. Tee Times
Eagle Vines Golf Club
4:30 - 5:30 p.m.
Badge Pick-Up
Vineyard Prefunction
5 - 6 p.m.
Welcome Reception
Vineyard Deck
Sponsored by
Monday, August 4
7:30 – 11 a.m.
Badge Pick-Up
Vineyard Prefunction
7:30 – 8 a.m.
Continental Breakfast
Vineyard Prefunction
8 – 8:15 a.m.
Welcome & Introductions
Meritage Ballroom
Christopher P. Robinson, CFSP, COO; NFDA Board President
NFDA Business Meeting
Meet the Candidates: 2025-2027 At-Large Representative Candidates
8:15 – 9 a.m.
Washington Update: How Federal Politics Are Shaping the Future of Funeral Service
Meritage Ballroom
Lesley Witter, MPA, CAE, NFDA Senior Vice President, Advocacy
Lesley will examine the evolving landscape of advocacy in Washington, D.C., one year into the 119th Congress and the second term of President Donald Trump. We'll discuss key legislation and regulatory issues affecting funeral service leaders and the implications for your business and profession. We will also explore the broader role of advocacy in shaping national policy during this period of renewed political transition.
(1 CE*)
9 – 9:15 a.m.
Break
9:15 – 10:15 a.m.
Leadership Development Session I
AI: How to do More with Less
Meritage Ballroom
Sharon Gai, AI and Innovation Expert
Artificial Intelligence (AI) is rapidly reshaping industries, but navigating its potential and limitations can be daunting. Sharon Gai, a former executive with ecommerce organizations, has appeared on international news outlets and has advised multi-national brands and heads of state in crafting digital strategy with programmatic marketing and AI. She’ll bring her savvy and down-to-earth advice in this interactive presentation where we will demystify AI, providing you with practical knowledge and tools to leverage its power effectively.
Sharon will begin with a concise overview of how AI is transforming various sectors by exploring where AI excels and where it falls short, and frameworks for determining what to outsource to AI. Next, we’ll address real-world scenarios by working through practical exercises and case studies relevant to funeral service, using readily available AI tools. You’ll leave with actionable resources and frameworks, giving you more confidence in using AI tools to your advantage.
(1 CE*)
Sponsored by
10:15 – 10:30 a.m.
Break
10:30 a.m. – 12 p.m.
Breakout Discussions by Office
Join your fellow officers and state executive directors in round-table discussions. Facilitated by NFDA Board members, participants from each state have the chance to discuss issues important to their position and their association. Simultaneous sessions are held separately for presidents, presidents-elect, secretaries/treasurers, past presidents and state executive directors. Participation in each session is for those who are currently in or are transitioning into those roles.
If none of these positions apply to you, feel free to participate as a "trailblazer” and join the past presidents’ session.
(1.5 CE*)
10:30 a.m. – 12 p.m.
Special Opportunity for Vendors and Supporting Businesses
Meritage Ballroom
In this Supplier-only session we will preview “The Yearly Show,” an entertaining analysis of the 2025 NFDA Consumer Preferences and Trends Study hosted by NFDA’s very own Ed Defort. Connecting with consumers is key to sustainability for your funeral home customers. But for those directors looking to stay ahead of the curve when it comes to trends and memorialization preferences, getting inside the consumer’s head has become more challenging. That’s why NFDA has conducted this survey every year since 2012. Because there’s only one sure way to find out what people want: ask them.
1:15 – 2:30 p.m.
Leadership Development Session II
Ask AI Anything
Meritage Ballroom
Sharon Gai leads this optional hands-on session to put AI to the test. You and your colleagues will generate questions for AI, addressing real-world challenges and work issues. While AI creates a solution, teams will work together to generate their own solutions. Sharon will lead a lively discussion exploring where AI is on target, where it falls short, and how to use this tool effectively in your own workplace.
(1.25 CE*)
Tuesday, August 5
7 - 10:45 a.m.
Badge Pick-Up
Vineyard Prefunction
7:30 - 8 a.m.
Continental Breakfast
Vineyard Prefunction
8 – 8:30 a.m.
Recognition: National Emerging Leaders Program graduates
Meritage Ballroom
Ruth Graczkowski, NELP Facilitator and Sara Moss, NFDA Associate Director of Education
8:00 – 9:45 a.m.
Leadership Development Session III
Leadership That Lasts: Developing the Next Generation of Funeral and Association Professionals
Meritage Ballroom
Avi Olitzky, President and Principal Consultant, Olitzky Consulting Group
In an industry defined by care, continuity, and compassion, the future depends on strong leadership pipelines—not just in associations, but in funeral service as a whole. As seasoned professionals retire and new leaders step in, the question becomes: How do we develop individuals who not only lead well, but lead with purpose? We’ll explore a practical roadmap for identifying leadership potential, building meaningful mentorship relationships, and cultivating a culture where leadership development is everyone’s responsibility. Whether you’re guiding a family-owned funeral home or managing a statewide association, you’ll gain tools to ensure leadership doesn't end with you—it begins with what you build.
(1.25 CE*)
9:45 – 10:15 a.m.
Extended Break: Interested in Leadership? “Speed-Dating” with Past Presidents
Vineyard Prefunction
Circulate through short conversations with experienced former board presidents to gain quick insights into key aspects of board service. Participants will develop diverse perspectives and build valuable connections in a condensed timeframe.
10:15 – 11:30 a.m.
Leadership Development Session IV
The Real Work of Leadership
Meritage Ballroom
Ruth Graczkowski, facilitator
This session invites attendees into a candid exploration of leadership—the real, day-to-day practice of navigating people, pressure, and purpose. Through shared reflection and a forthright panel conversation, we’ll dig into the complex realities of self-awareness, coaching, servant leadership, emotional intelligence, and personal growth.
Together we will reflect on personal leadership experiences, recognize key themes in our own leadership practice, learn from real stories shared by peers, and engage in meaningful peer dialogue to gain insights, mindsets, or small shifts we can bring back to our teams and organizations.
(1.25 C*)
11:30 a.m. – 12 p.m.
Voting for At-large NFDA 2025-27 Board of Directors Candidates
Meritage Ballroom
This is an open session; however, only designated state association representatives are eligible to vote.
1:15 – 2:30 p.m. Leadership Development: Concurrent Sessions (optional)
Engagement Leads to Membership: Rethinking Traditional Models to Build Stronger Connections
Meritage Ballroom
Avi Olitzky, President and Principal Consultant, Olitzky Consulting Group
In a time when value is scrutinized and loyalty is earned—not assumed—associations must shift their focus. The outdated “join first, engage later” approach no longer works. This interactive workshop invites association professionals to flip the script and adopt an engagement-first model, one where meaningful experiences and intentional touchpoints lead naturally to sustained membership. Participants will examine real-world examples, map engagement journeys, and walk away with practical tools to increase retention, relevance, and reach.
(1.25 CE*)
It’s Not a Competition: A United Front in Funeral Leadership
Salon FG
Lanae Strovers, NFDA Trainer
In an evolving landscape, the funeral profession faces unique challenges and unparalleled opportunities to serve our communities. While the spirit of innovation and individual excellence is important, a mindset of competition can inadvertently hinder our collective mission and diminish our impact. This workshop invites funeral leaders to explore a paradigm shift: from rivalry and isolation to collaboration. Through candid discussion and shared insights, participants will discover how embracing a united front can lead to greater innovation, enhanced service, and a more resilient future for all.
(1.25 CE*)
5:30 - 8 p.m.
Cask & Vine Closing Party
Artesa Winery
Wednesday, Aug. 6
7:30 - 9:30 a.m.
Badge Pick-Up
Vineyard Prefunction
7:30 - 8 a.m.
Continental Breakfast
Vineyard Prefunction
8 – 8:15 a.m.
Introductions and Updates
Meritage Ballroom
Christopher P. Robinson, CFSP, COO; NFDA Board President
8:15 – 9 a.m.
NFDA Legal Issues Affecting Your Business
Meritage Ballroom
Chris Farmer, NFDA Legal Counsel
Hear from Chris Farmer, NFDA's Legal Counsel, on current legal issues that impact you and the funeral profession.
(1 CE*)
9 – 9:15 a.m.
Break
9:15 – 10:45 a.m.
Leadership Development Session V
Beyond Tradition: Charting the Future of Funeral Service
Meritage Ballroom
| Tracy Wheeler |
Jasmine Berrios |
 Martha Thayer |
| Curtis Funk |
Steven Johnson |
Stephen Shaffer |
Join a select group of the funeral profession’s top leaders for an insightful roundtable discussion focused on the transformative trends reshaping the landscape of our profession. While much of funeral service is steeped in tradition, we will explore how to adapt to evolving societal expectations, technological advancements, and shifting consumer preferences in order to grow sustainably. This session provides a unique opportunity for industry leaders to engage in candid dialogue, share best practices, and collaboratively navigate the future of funeral service.
(1.5 CE hours*)
10:45 – 11 a.m.
Closing Remarks
Christopher P. Robinson, CFSP, COO; NFDA Board President
*Pending approvals, earn up to 10 CEs at this year’s Leadership Conference. Use the MY NFDA app to scan for CE credits after each session.