NAWLA Exchange SpeakerS

NAWLA Exchange General Sessions

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Molly Fletcher

Molly Fletcher is a trailblazer in every sense of the word-- a rare talent of business wisdom, relationship brilliance and unwavering optimism. A popular keynote speaker, she shares the unconventional techniques that helped her thrive as one of the first female sports agents in the high stakes, big ego world of professional sports and now a successful entrepreneur.

Formerly, as president of client representation for sports and entertainment agency CSE, Molly spent two decades as one of the world’s only female sports agents. She was hailed as the “female Jerry Maguire” by CNN as she recruited and represented hundreds of sport’s biggest names, including Hall of Fame pitcher John Smoltz, PGA TOUR golfer Matt Kuchar, broadcaster Erin Andrews, and basketball championship coaches Tom Izzo and Doc Rivers.

As she successfully negotiated over $500 million in contracts and built lasting relationships, she also observed and adopted the traits of those at the top of their game. Molly shares her proven approach to negotiating in her company’s Game Changer Negotiation Training workshops, teaching people how to close more deals faster, while strengthening the relationship.

Molly has been featured in ESPN, Fast Company, Forbes and Sports Illustrated. A sought after motivational speaker, she delivers game changing messages to top companies, trade associations, and teams worldwide.

Molly is the author of four books: Fearless At Work; A Winner’s Guide to Negotiating; The Business of Being the Best; and The 5 Best Tools to Find Your Dream Career.

Molly earned a bachelor’s degree in communications from Michigan State University while captaining the women’s tennis team. Molly’s energy and passion for life shines through everything she does. She finds her greatest joy at home in Atlanta with her husband Fred and their three daughters.


Don Kayne, CEO, Canfor Corporation and Canfor Pulp

Don Kayne was appointed President and Chief Executive Officer of Canfor Corporation on May 5, 2011. He was additionally appointed Chief Executive Officer of Canfor Pulp Products Incorporated on September 30, 2012.

Don has spent his entire career at Canfor, starting out as a regional sales representative in 1979. He is motivated by what lays ahead for the forest sector as the global population and demand for sustainable, renewable products grows. Prior to being appointed CEO, he spent 10 years as Canfor’s Vice President of Sales and Marketing and is one of the lead architects of Asian market development for British Columbia lumber. Don’s work growing markets for Canfor’s products around the world has provided him with deep connections to markets and customers in every region they serve.

Don serves as a Director of Canfor Corporation and Canfor Pulp. He is a Director and past Chairman of the Forest Products Association of Canada and Chairman of the BC Council of Forest Industries. In addition, he is a Director of the Alberta Forest Products Association and the BC Lumber Trade Council. Don is also a Director of Cameco Corporation and Chairman of Human Resources and Compensation Committee.


Craig Johnston, President & CEO, Forest City Trading Group

Craig Johnston was appointed President and CEO on February 1, 2006. He was additionally appointed Chairman of the Board of Forest City Holdings on February 1, 2008. Craig has spent his entire career with Forest City, starting out as a trader trainee with American International Forest Products in May of 1981. Craig became manager of the Canadian lumber products and risk management group in 1986. In 1993 Craig was appointed Executive Vice President of AIFP and was named President in February of 1998.

In November of 2004, Craig helped lead a successful ESOP transaction resulting in the employee purchase of Forest City Trading Group from their longtime parent company Forest City Enterprises. Craig has led FCTG since 2006 as the company has grown into one of the largest diversified forest products companies in North America.

Craig is currently a Director on the advisory board of Mosaic Capital Partners, a private investment firm in Charlotte, NC. He also has served on the Board of Directors of charitable organizations in the Portland community supporting youth development, fish and wildlife conservation and arts advocacy.

Craig is a graduate of the University of Oregon College of Business Administration.


Grady Mulbery, CEO, Roseburg

Grady Mulbery has been president and CEO of Roseburg since 2016. He also serves on the company’s board of directors. He joined the company in 2011 as vice president of composites manufacturing, and was soon appointed to oversee all manufacturing facilities throughout the company, including composites, lumber, engineered wood, plywood and veneer. Mulbery began his wood products career as a facility manager for Willamette Industries at its Eugene, Ore., MDF facility in 1999. He held various management positions at Weyerhaeuser Company from 2002 to 2007. Before joining Roseburg, he served as director of operations for SierraPine. He holds a bachelor of science degree in wood science and technology from Colorado State University.


Jim Enright, CEO, Pacific Woodtech

Jim Enright has had over 35 years of experience in the Wood Products Industry with a primary interest in Engineered Wood Products. He joined Pacific Woodtech in 2014 as COO and assumed the position of CEO in 2015. Before working at Pacific Woodtech, Jim was the head of LVL Business Development for Murphy Company, Eugene Oregon. He has also held management and senior-level positions at Rosboro and Willamette Industries.

Jim has been a part of the Engineered Wood Association Board of Trustees for over 10 years and currently serves as the Chairman.


Matthew J. Missad, CEO, UFP Industries

Matthew J. Missad is Chief Executive Officer of UFP Industries. He started with the company as a high school student working part time on its maintenance crew. His work at UFP Industries allowed him to put himself through law school. He joined the company full time in 1985 as manager of legal compliance and advanced through a number of successive positions. From 1996 to 2011, he was Executive Vice President, General Counsel and Secretary, in addition to serving on the boards of subsidiary entities, including international partnerships. Matthew has been on the board of Independent Bank Corporation since October 2014, and serves on its Compensation Committee. He is a cum laude graduate of Thomas M. Cooley Law School and a magna cum laude graduate of Hope College. He earned his CPA Certificate of Examination in 1984.

Education Sessions


Colin Barker, Director Softwood Lumber, Global Affairs Canada

Colin assumed the role of Director of the Softwood Lumber Division in January 2017. Between 2011 and 2015, Colin was a First Secretary in Canada’s Mission to the European Union in Brussels where he was responsible for advocacy on trade files in the European Parliament and supported the negotiation of the Canada-EU Comprehensive Economic and Trade Agreement (CETA).  Prior to that assignment, Colin worked in several areas of trade policy in Ottawa including investment, government procurement and services.  Colin’s work experience includes NAFTA, the Canada-Chile Free Trade Agreement, the WTO General Agreement on Trade in Services, the Canada-Ukraine Free Trade Agreement, and negotiations with Japan, India and the Trans-Pacific Partnership countries.  Colin was also a member of the Softwood Lumber Division between 2007 and 2009, immediately following the implementation of the 2006 Softwood Lumber Agreement.  


Tina Breen, Vice President, Sales & Marketing, Manufacturers Reserve Supply Inc.

Tina Breen is the Vice President, Sales & Marketing at Manufacturers Reserve Supply (MRS). She is focused on the strategic direction of MRS, developing her team to operate at their personal best, and negotiating programs for her customers that grow business and profits. Tina is a seasoned expert in sales strategy, change management, and leadership development. Tina is the chair for NAWLA’s group “WIN: Women In NAWLA”, and is passionate about helping women support women in business. Tina also focuses time on developing young women into leaders through Girl Scouts, an area in which she is passionate about.

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David Cox, President, FCTG - Richmond International Forest Products

David Cox was appointed President of RIFP on Feb. 1 2012. David was hired in 1989 and spent the last 28 years with Forest City. David started the panel department at RIFP in 1990 and was appointed department manager in 1995. In 2010, David was named Vice President.

Prior to FCTG, David spent 8 years in the lumber industry with Union Camp Corp. David is also currently on the Board of Directors for NAWLA and FCTG.


Timothy Feddersen, Wendell Hobbs, Kellogg School of Management at Northwestern University

Professor Timothy Feddersen joined the faculty at the Kellogg School of Management in 1995. He is the Wendell Hobbs Professor of Managerial Politics. Professor Feddersen's research centers on the manner in which elections aggregate dispersed information; the linkage between information and participation in elections; modeling ethically motivated agents in games; bargaining in legislatures; and the informal role of activists in the economy.

He is currently investigating the value of transparency in advisory committees the emergence of political factions and the characteristics of optimal law. Professor Feddersen also teaches several classes at Kellogg including Leadership and Strategic Crisis Management, Values-Based Leadership and Strategy in the Nonmarket Environment. All of these classes focus on the way leaders must anticipate the reaction of stakeholder groups both within and outside the organization including in the media, in legislatures, courts and in public opinion broadly.


Tom Foerstel, Founder & CEO, Foerstel Design

Founder and CEO of a marketing design firm committed to making the world a healthier and happier place to live. Strategic thinker, writer and designer with over 30 years of experience in disrupting and engaging target audiences in both the CPG and B2B industries. Thought leader with expertise in brand, product, consumer trends, and sales/marketing strategies.


Michael Goodman, Specialty Manager, Sherwood Lumber Corp.

Michael Goodman is the Specialty Director for Sherwood Lumber.  In this role he is responsible for building and developing the new exterior division for Sherwood Lumber.  Michael received his JD/MBA from Hofstra University in 2005 and an LLM from Boston University in 2007.


Natalie Heacock, CPA, MBA, Corporate Controller, Patrick Lumber Co.

Natalie is the Corporate Controller at Patrick Lumber Company. Natalie has a passion for numbers and is responsible for developing, improving and issuing monthly financial records for the CFO, President, and Board of Directors. Natalie supervises overall operations, including information technology and human resources and manages a team of 12 over three departments. Natalie has a strong desire to bring her team together as a cohesive group of high performers and strong leaders within Patrick Lumber Company, and the industry. Natalie was appointed in 2020 to the Board of Directors of Patrick Lumber Manufacturing, LLC and is the first woman to hold a board position at Patrick Lumber Company. Natalie is a member of the NAWLA 10 group “Engage”, and was selected to be in the inaugural Young Emerging Lumber Professional (YELP) class of 2020. She is a Certified Public Accountant and holds a Master of Business Administration from Willamette University and a Bachelor of Science in Finance from University of Portland. Natalie and her Husband have three young children, in their spare time they enjoy boating, water sports and staying active. 


Dustin Jalbert, Senior Economist, Fastmarkets RISI

Dustin leads the lumber analysis on Fastmarkets RISI's Wood Products team, where he is responsible for the monthly Lumber Commentary and the North American Lumber Forecasts, along with special client studies and consulting engagements. As a business economist, Dustin has spent nearly a decade covering the global forest products industry. Prior to joining Fastmarkets RISI's wood products team, Dustin provided support with forecasts and analyses related to the global packaging and pulp markets, including single- and multi-client studies. He holds a Master's Degree in International Finance and Economics from Brandeis University and a Bachelor's Degree in Economics and Political Science from the University of Maine.


David Jones, PhD, Director, Benchmark Intl.

A true southerner, David has lived in Georgia, Mississippi, South Carolina, Texas, and Virginia and has dedicated his career to forestry and wood science. At Benchmark, David is dedicated to his clients, examining compliance with the Lacey Act, and staying current of emerging issues relative to compliance and forest resources. With an undergraduate degree in forest resources from Clemson University, David went on to earn his master’s degree of science in forestry from Stephen F. Austin State University, finally moving to attain his doctorate in forest resource and wood science from the University of Georgia. David also has a strong background in statistical analysis, which includes a minor concentration for his master’s degree.


Chris Knowles, Director of Marketing, Timber Products Company

Chris Knowles recently assumed the role of Marketing Director at Timber Products. Prior to that, Knowles was a professor at Oregon State University with the Oregon Wood Innovation Center, where he provided technical support to many forest product companies and associations. In addition, he conducted extensive market research on products in both domestic and international markets.


Todd London, Senior Vice President, Sales and Marketing, Sherwood Lumber Corp.

Todd London is the SVP of Sales and Marketing for Sherwood Lumber. Todd has been responsible for defining  the vision and setting  the sales  and marketing strategy for Sherwood since 2017. Prior to that Todd spent the previous 7 years at James Hardie Building Products where he was a leader on the Strategy side of the business. 


James Olsen, Owner, Reality Sales Training

James Olsen worked for Nike International, Traded lumber for seventeen years, two with North Pacific, fifteen with Forest City Trading.  James trained other traders on the inside for many years and started Reality Sales Training in 2001.  James is the author of "Selling Lumber" and three other books on sales.  James works with companies in and outside the lumber industry to increase sales and profits, develop sales leaders and strengthen sales cultures.

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Henry Quesada, PhD, Professor, Virginia Tech

Henry has been with Virginia Tech for 12 years. He specializes in manufacturing, supply chain and marketing of Forest products firms. 


Lisa Richie, Vice President, Recruiting & Talent Selection, Affinity HR Group, Inc.

Lisa Ritchie is a founding member of the Affinity HR Group team and has over 20 years’ experience in recruiting, sales and management. She spent over 13 years in the staffing industry, holding such positions as Staff Recruiter, Sales Manager, and Branch Manager. During her tenure as Branch Manager for Adecco, a global outplacement and temporary staffing agency, she led recruiting efforts for companies of all shapes and sizes, including large financial institutions and regional call center operations facilities. Having also been a small business owner, Lisa understands the unique staffing and recruitment issues faced by small businesses.

Partner Sponsored Sessions


Mark Erickson, Sr. Vice President, Blue Book Services

Mark oversees technology, marketing and business/strategic development at Blue Book Services. He joined the company after graduating from Wheaton College in Wheaton, IL and has served in a variety of roles over his 30 year career with Blue Book. Mark has been instrumental in developing the Lumber Blue Book service that launched in 2009 and has been attending the NAWLA Traders Market since 2008. Mark also holds an MBA from North Park University in Chicago.


Trent Johnson, Lumber Team Leader, Blue Book Services

Trent is the Lumber Team Lead for Blue Book Services, responsible for leading the lumber division in gathering, interpreting and reporting of all relevant information involved in the Blue Book rating process for the lumber industry. Trent graduated Suma Cum Laude from the University of New Haven with Bachelor of Science in Business Administration, majoring in Finance and minoring in Accounting.