About Us

OUR TEAM

Our team harnesses decades of experience, a breadth of knowledge, and strong relationships in serving our members and successfully representing Florida’s retail industry.

Meet the team:

President & CEO

R. Scott Shalley

Vice President & General Counsel​

Lorena Holley

Shelby Cash Dotson

Vice President of Member Relations

Shelby Dotson​

Chief Financial Officer

Debra A. Crow

President, FRF Services, Inc.

Jon Stolp​

Crystal Laake

Vice President, FRF Services, Inc.

Crystal Laake​, CPP

Manager, OrdinanceWatch

Chris Jones​

office administrator

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President & CEO

R. Scott Shalley

As President & CEO, Scott works to advocate, promote and safeguard the retail industry before the Florida legislature and regulatory agencies. Scott maintains responsibility for all areas of FRF operations including oversight of FRF Services, FRF Realty, Georgia Retailers and other related brands and ventures. Scott joined FRF in 2017 and has over 30 years of experience in lobbying, association management and private sector business management. Prior to joining FRF he served as Executive Director of the Florida Association of Counties. Throughout his career, Shalley has worked extensively with lawmakers and government agencies throughout Florida, and in Tallahassee and Washington, D.C. Scott previously served as Vice President/Director of Business Management for an internationally recognized bridge engineering firm. His responsibilities included contract negotiation and business development throughout the United States as well as in South America and Saudi Arabia. Mr. Shalley is a lifelong Florida resident, and a graduate of Florida State University.

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Vice President & General Counsel​

Lorena Holley

Lorena joined FRF as General Counsel & Vice President in March of 2018. Prior to FRF, she served as General Counsel of the Florida Department of Agriculture and Consumer Services under Agricultural Commissioner Adam Putnam. Previous to her time at the Department, Lorena spent a number of years with the Florida Public Service Commission where she served in several positions advising on legal and policy issues related to the economic regulation of Florida’s electric, gas, telecommunications, and water and wastewater utility industries. Lorena grew up in Texas but is now proud to call Florida home.
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Vice President of Member Relations

Shelby Cash Dotson

Shelby joined the Florida Retail Federation in 2017 and brings over a decade of experience in association management. In her role, she leads strategic initiatives focused on growing the organization’s membership, enhancing communications, expanding educational offerings and events, and overseeing key projects. She also plays an integral role in managing Georgia Retailers.

Most recently, Shelby partnered with the Florida Attorney General’s Office to launch the Florida Organized Retail Crime Exchange (FORCE)—a statewide intelligence-sharing platform designed to combat organized retail crime. She continues to lead efforts to administer and expand FORCE.

A lifelong Floridian, Shelby holds a bachelor’s degree from the University of West Florida and a master’s degree in accounting from the University of Alabama at Birmingham.

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Chief Financial Officer

Debra A. Crow

Debbie currently serves as the Chief Financial Officer for the Florida Retail Federation (FRF). As CFO, she is responsible for all financial aspects for FRF and its subsidiaries, is the liaison with the FRF Investment Committee, reviews all contracts prior to completion, and is responsible for human resource functions for staff including employee benefit options. Debbie joined the FRF staff in February 1987 as a part-time assistant in the membership department while completing her college degree. Throughout her career, she became Membership Director, followed by Vice President of Membership, Vice President of Finance and then CFO. Debbie is a graduate of Florida State University and is proud to call Florida home.
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President, FRF Services, Inc.

Jon Stolp

Jon serves as President of FRF’s for-profit subsidiary, FRF Services, Inc. As President, Jon oversees the day-to-day operations of the subsidiary including its bankcard services company, FRF Bankcard, and its insurance services company, FRF Insurance. Jon joined FRF in 2006 and has over 25 years of experience in the financial services sector including time with major banks and national credit card processing companies. In 2019, Jon earned his 2-20 commercial insurance license to begin offering commercial insurance products directly to association members. Jon grew up in Minnesota and is a proud graduate of Gustavus Adolphus College. He has resided in the Sunshine State for almost 30 years.
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Vice President, FRF Services, Inc.

Crystal Laake, CPP

Crystal is a highly experienced professional with a remarkable tenure joining FRF in 2004. With a strong background in merchant service processing, Crystal has been instrumental in assisting countless businesses with their payment processing needs. Holding a prestigious certified payments professional designation, Crystal brings extensive expertise and a deep understanding of the industry to her role. Her dedication and commitment to providing exceptional service has earned her a reputation for delivering tailored solutions that meet the diverse needs of each member. As a former college athlete, Crystal carries a deep-rooted passion for sports and relishes the thrill of the game.
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Manager, OrdinanceWatch

Chris Jones

As a dedicated FRF staff member since 2018, Chris has gained expertise in monitoring local government activity, overseeing operations spanning all 67 counties and over 300 cities in the vibrant state of Florida. Through his role, he ensures the provision of timely and comprehensive government advisories to FRF members and dedicated Ordinance Watch subscribers. In addition to his monitoring responsibilities, Chris excels in delivering exceptional customer service. He handles user account setup and management, providing invaluable assistance to ensure seamless experiences for Ordinance Watch subscribers. Collaborating closely with web developers, Chris also plays a key role in enhancing application functionality, continually striving to improve the user experience. A Tallahassee native, Chris has garnered a substantial following on his YouTube channel educating viewers on how to make their own fishing lures.
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