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