Sarah Jeffcoat, Executive Director of the American Advertising Federation's (AAF) District Four, AAF Tampa Bay and Ad 2 Tampa Bay and longtime member of the American Advertising Federation, was selected to receive the 2015 Betty Riehl Excellence in Service Award. For the past 14 years, Sarah has served with distinction in her role as executive director and has played an important role in the AAF’s initiatives nation-wide. Through the years, Sarah has worked to maintain the financial health and visibility for the two clubs and the district that she serves. She has participated in ADMERICA, the AAF's annual national conference, every year and has served as a leader in workshops and seminars offering advice to new leaders and collaborates with her colleagues on concerns that all clubs address each year. “Sarah has established herself as an invaluable resource for the two clubs and the district that she serves as well as the national goals of the AAF,” said Joanne Schecter, Executive Vice President of the AAF's Club Services Department. In addition to Sarah’s job responsibilities, she routinely volunteers her time and services to other clubs in the AAF network, lending her knowledge, ideas and expertise to the management challenges they face. Sarah manages the intricacies of her role while mirroring Betty Riehl’s grace, good humor and caring nature.