International Fragrance Association (IFRA)

Optimizing Resources


The International Fragrance Association (IFRA) was an umbrella association for a myriad of member associations. While some associations focused on activities like advocacy and research, most focused on regional interests. Volunteer leaders believed there were redundancies between the various organizations – they asked Kellen to analyze the landscape and develop a plan to move forward more efficiently and effectively.


Kellen examined the associations’ existing organizational structures and several potential models for a new association framework. We then reviewed legal records, such as by-laws, and created a new committee and board structure, a new financial model, a plan to dissolve or merge the redundant activities, and a communications strategy to disseminate the changes to stakeholders. Despite differing cultures, dynamics, and goals, we helped build consensus among key stakeholders to agree to significant organizational changes and align common interests. Finally, Kellen outlined a clear, cohesive industry strategy and helped execute the plans to their successful conclusions.


  • Delivered a new, streamlined association framework for IFRA
  • Developed regional committees for North and South American, Europe, and Asia
  • Increased operational efficiencies and decreased spending for all associations
  • Crafted a coordinated approach to challenges and opportunities facing the industry and membership
  • Centralized funding and created a funding mechanism for all stakeholder groups, including regional committees and Special Interest Group (SIG) components
  • Established a European Affairs Desk at IFRA