Kellen was hired to analyze and restructure the global fragrance industry association landscape in 2009. The objective was to develop a global, unified, effective and sustainable fragrance industry association.
By 2009, the International Fragrance Association (IFRA) was ostensibly the umbrella association for myriad fragrance associations including Fragrance Materials Association-USA, Research Institute for Fragrance Materials, European Flavour & Fragrance Association and Japanese Flavour & Fragrance Association. Some of these associations were focused on global activities such as advocacy and communications while many more had regional interests at the forefront. Volunteer leadership felt that there were redundancies among the various fragrance associations of which they were members and asked Kellen to analyze the fragrance industry landscape.
Kellen approached the project in three phases: Research and Recommendations; Plan Development; and Execution. During the research phase, we examined the existing organizational structure of the associations including membership, governance programs and dues structure. We also researched and developed several potential global models for the new fragrance association landscape.
During Phase 2, we reviewed legal records such as by-laws and incorporation documents, created a new committee and board structure, prepared the proposed financial model, including dues structure and money flow. Additionally, we prepared the plan to dissolve or merge the affected organizations. During Phase 3, Kellen helped execute the aforementioned plans to their successful conclusions. Some activities and approaches required a hands-on approach by Kellen, while others called for a more consultative approach.
Ultimately, Kellen constructed an association framework that resulted in more cost effective and efficient associations designed to provide a coordinated approach to the challenges and opportunities facing the worldwide industry. Essentially, we centralized funding of all associations that members of IFRA belong to through IFRA. Organizationally, we dissolved the fragrance section of EFFA and established a European Affairs Desk at IFRA for fragrance issues, developed regional committees for North American, Europe, Asia and Latin America and created a funding mechanism for the regional committees and RIFM for more funding from IFRA based upon significant issues and priority needs.
Kellen completed this reorganization within a time frame of one year.