Lilith Rose Profile Picture

[PRESS RELEASE] PFLAG SF Announces First Executive Director

CONTACT: Lilith Rose, 951-252-3246 or


San Francisco, CA (March 14th, 2022). PFLAG San Francisco announced Lilith Rose has been named the first Executive Director of the nonprofit dedicated to LGBTQ+ education, support, and activism in the Bay Area for almost 50 years.

Mx. Rose, an experienced leader in mental health and queer activism, will mark the organization’s first full-time director. They succeeded the previous Board President, Kenda Horst, who stepped down from the primary leadership role after 20 years of service to the PFLAG community.
“I am thrilled that Lilith Rose has agreed to join PFLAG SF,” said newly appointed Board President, Molly Hoyt. “Lilith’s passion and commitment to the well-being of San Francisco’s LGBTQ+ community will help us build new partnerships and expand our support to the community, including parents and allies, in ever-more relevant ways.”

Rose’s hiring comes as the organization implements a new strategic push to revitalize the organization post quarantine. As a transgender executive, they also are driven to combat the current spate of anti-trans/anti-gay legislation and give support to the families affected. Rose began their career as a teen mental health activist touring across the country as a public speaker, creating education programs, and guiding teens one-on-one who wished to overcome their challenges and share their voices.

“Their experience in advocacy and peer support,” Hoyt continued, “particularly in the field of mental health, will be a tremendous asset to our organization. I am truly excited for this next phase in our organization’s long history.”

Rose joins the organization after recently relocating to the Bay Area after five years in their hometown of San Diego where they owned and operated a marketing firm focused on nonprofits and small businesses. They have already implemented projects such as a diverse speakers bureau, an interview show called Bay Area Pride, and educational programs at San Francisco schools and other organizations. They are especially looking forward to an in-person San Francisco Pride march this June in which PFLAG SF will be represented.

“I have been part of PFLAG as a community member for three years,” Rose said, “and I owe them my success in thriving during my identity journey and transition. I’m thankful to now be an even more involved and dedicated member of this family.”

About the organization: PFLAG SF promotes the health and well being of all LGBTQ+ persons, their families, and their friends. The national PFLAG organization was founded in 1973 after the simple act of a mother publicly supporting her gay son. PFLAG is now the nation’s largest family and ally organization with over 400 chapters and 250,000 members. Through support to cope with an adverse society, education to enlighten an ill-informed public, and advocacy to end discrimination and to secure equal civil rights, PFLAG SF provides the opportunity for dialogue about sexual orientation and gender identity and acts to create a society that is healthy and respectful of human diversity.

Media Contact:
Lilith Rose
Executive Director
Cell (951) 252-3246