Who We Are


Jim McCarthy, President

Email Jim: jmccarthy@northfloridalandtrust.org | Phone: (904) 479-1961

Jim McCarthy, President | North Florida Land Trust Jacksonville FLJim McCarthy has been the President of North Florida Land Trust since August of 2014. He oversees the entire organization including managing donor relations, administrative functions, advocacy, strategic planning, and community partnerships.

Jim brings more than 30 years of experience to the organization in real estate, land planning, strategic planning, operations, advocacy, fundraising, marketing and public affairs. He is a former lobbyist for many interests in Washington, D.C. including the natural gas utility industry. He started the local chapter of the Associated Builders & Contractors and served as its first Executive Director. He served a large design-build firm as Vice President specializing in educational facilities and as a management consultant for more than ten years. He most recently served as Executive Director of the Cystic Fibrosis Foundation.

Originally from Northern Virginia, Jim has lived in Northeast Florida for 30 years and has maintained an active community presence outside of work. He volunteers with University of North Florida Athletics, THE PLAYERS and Web.com Tour Championship, the American Junior Golf Association and his church where he has served as Senior Warden and currently serves as a Lay Eucharistic Visitor.

Jim likes to visit our areas many wonderful parks, spend time on the water, visit the beach, and play golf. He and his wife, Liz, live in Ponte Vedra Beach in St. Johns County. They have two boys, a daughter-in-law and are expecting their first grandchild in July.

Marc Hudson, Land Protection Director

Email Marc: mhudson@northfloridalandtrust.org | Phone: (904) 479-1963

Marc Hudson, Land Protection Director | North Florida Land Trust Jacksonville FLMarc joined the organization in May of 2012 as the Land Protection Director. He is responsible for overseeing the land trust’s real estate acquisitions, restoration, programmatic partnerships, and geographic information systems (GIS). He also developed and leads the strategic conservation planning services.

Prior to his work with NFLT, Marc worked for five years in partnership with the Georgia Land Trust, Alabama Land Trust, and the Chattahoochee Valley Land Trust. He also facilitated farmland preservation for the Genesee Valley Conservancy in upstate New York. Marc earned his Bachelor’s degree in history with a special focus on environmental history from the State University of New York at Geneseo.

Marc is a resident of San Marco. He loves to hike, camp, kayak, and fish in the plentiful marshes throughout Northeast Florida and also enjoys volunteering in the community. He is on the board of directors for Groundwork Jacksonville and works in an advisory role with a number of community nonprofit organizations.

Elizabeth Guthrie, Stewardship Director

Email Elizabeth: eguthrie@northfloridalandtrust.org | Phone: (904) 479-1965

Elizabeth Guthrie became the Stewardship Director for North Florida Land Trust in November of 2014. She began working with NFLT on a part-time basis prior to that date through a partnership with Talbot Islands State Parks, where she monitored a nesting population of diamondback terrapins. Elizabeth’s focus is now on the ecological restoration and management of land trust-owned properties, the production of strategic conservation planning products with the use of geographic information systems (GIS), as well as to assist with land protection activities.

Originally from North Carolina, Elizabeth graduated from the University of North Carolina at Chapel Hill with a degree in medical anthropology and a minor in environmental sciences.  Before working for NFLT, she worked with the Florida Park Service for two years as an AmeriCorps member, focusing mainly on land and resource management.

Elizabeth currently lives in Fernandina Beach in Nassau County. She enjoys hiking the local trails with her binoculars, biking, kayaking and saltwater fishing.

Dana Doody, Development Director

Email Dana: ddoody@northfloridalandtrust.org | Phone: (904) 479-1967

Dana Doody joined North Florida Land Trust in February of this year as our Development Director.  Dana will be working to expand our donor base and promote our programs throughout the region.

Dana comes to us with a strong background in business development.  She grew up in Jacksonville and has worked for the Jacksonville Regional Chamber of Commerce.  At the Chamber Dana developed strong community relationships and even started a Health Council.  Along with the Chamber, Dana has been involved and served on boards with many organizations in the past such as Urban Land Institute which will serve her nicely in her new role with us

She now resides in Ponte Vedra Beach with her husband and three of their five kids.  She enjoys the beach and has a deep love and passion for our beautiful North Florida region.

Cassie Froeba, Operations Director

Email Cassie: cfroeba@northfloridalandtrust.org | Phone: (904) 479-1964

Cassie Froeba joined North Florida Land Trust in November of 2015 and serves as the Operations Director. Her duties include working on property exemptions, managing the nonprofit’s properties on Talbot Island, overseeing office operations and effectiveness, and accounting.

Cassie previously worked with the Cystic Fibrosis Foundation as a logistics specialist and has held active roles in many nonprofit organizations throughout the years. She has been involved with the charity Athletes 2 Champions since its inception in 2007, and currently serves on its board of directors. Athletes 2 Champions delivered an artificial football field to youth in Barrow, Alaska. The accomplishment has been featured on the NFL Network and will soon be made into a movie titled “Touchdown on the Tundra.”

Cassie is a resident of St. Johns County and enjoys the unique natural environment in Northeast Florida including the beaches and parks. In her free time, she likes to spend time with her family, travel, volunteer, and watch college football.

Genevieve Fletcher, Development Officer

Email Genevieve: gfletcher@northfloridalandtrust.org | Phone: (904) 479-1962

G Fletcher | North Florida Land Trust Jacksonville FLGenevieve Fletcher joined North Florida Land Trust in March of 2015 as Outreach Coordinator and transitioned to her role as Development Officer in January 2018. She is responsible for fundraising, donor engagement, grant writing, and events.

Genevieve earned her Bachelor of Arts in music, liberal arts, and philosophy from Florida State University. She also completed post-baccalaureate courses in biology at the University of North Florida and a grant-writing course at Florida State College of Jacksonville. She previously served as a Grants Consultant for Langton Consulting.

A native of Jacksonville, Genevieve grew up hiking and camping throughout north Florida. When she is not working, she likes to go outdoors, bike, travel, and spend time with family and friends. Throughout the years, she has volunteered for a number of organizations, including NFLT, Guana Tolomato Matanzas National Estuarine Research Reserve, and Dig Local Network.

Susan Carr, PhD, Conservation Coordinator 

Email Susan: scarr@northfloridalandtrust.org | Phone: (904) 479-1967

Susan Carr | North Florida Land Trust Jacksonville FLSusan joined the North Florida Land Trust in 2017 as the Conservation Coordinator.  She is responsible for conservation, management and outreach projects in the “Ocala to Osceola” region of NE Florida.

Susan has over 20 years of experience relevant to the organization’s mission, including experience in land management, ecological restoration and nonprofit operations.  Susan’s work history includes resource management positions with the U.S. Forest Service, the USDA Natural Resources Conservation Service, and The Nature Conservancy.  She holds two graduate degrees in plant ecology, specific to the study of SE Coastal Plain pine ecosystems.  Susan’s passion for Florida’s native landscapes and conservation is in part inspired by her PhD research on the floristic diversity of the State’s natural areas.

Susan volunteers as a board director for the Florida Native Plant Society, and serves in an advisory capacity for Alachua County conservation programs. She currently lives in Gainesville, Florida.

Emily Dunn, Stewardship Manager

Email Emily: edunn@northfloridalandtrust.org | Phone: (904) 479-1967

Emily Dunn, Stewardship Coordinator | North Florida Land Trust Jacksonville FL

Emily Dunn joined North Florida Land Trust in March 2016, and now serves as Stewardship Manager. She is responsible for management of NFLT conservation lands, facilitating the Team Terrapin volunteer program, managing seasonal stewardship staff and volunteers, and organizing outreach and service opportunities on NFLT lands.

Originally from the Philadelphia area, Emily received her Bachelor of Science degree in Ecology and Evolutionary Biology from the University of Rochester, and her Master of Science degree in Wildlife Ecology from the University of Delaware. Her graduate research investigated the effects of forest fragmentation on wildlife movement, and she has participated in ecological research projects on a variety of topics. Emily is a Florida Master Naturalist and has extensive experience in education and volunteer management.

 Allison Cologne, Multimedia Manager

Email Allison: acologne@northfloridalandtrust.org | Phone: (904) 479-1967

| North Florida Land Trust Jacksonville FLAllison Cologne joined the North Florida Land Trust in 2013 as a graphic design intern and was invited back in February 2018 as the Multimedia Manager. She is responsible for designing marketing materials, website maintenance and social media coverage.

She graduated from the University of North Florida with a Bachelor’s Degree in Fine Arts with a concentration in Graphic Design. She recently relocated back to the Jacksonville area from Washington D.C. where she worked for a Public Relations Firm.

As a Jacksonville native, Allison grew up enjoying many of the parks located in Northeast Florida. In her free time she enjoys doing photography, fishing, kayaking and spending time with her family.

Rebecca Perry, Associate Land Protection Director

Email Rebecca: rperry@northfloridalandtrust.org | Phone: (904) 479-1967

Rebecca | North Florida Land Trust Jacksonville FLRebecca Perry joined NFLT in 2018 as Associate Director of Land Protection. She is responsible for land transactions within NFLT’s service area with special focus on the “Ocala to Osceola” region. Rebecca is a Florida native with a love for nature and a passion for its protection.  Rebecca came to NFLT from The Nature Conservancy, and brings fifteen years of experience in conservation land transactions, grant administration and project management. At The Nature Conservancy, she helped protect over 9,000 acres across Florida, and managed a 5,000-acre mitigation bank.  She has an Associate of Science Degree from Valencia Community College in Paralegal Studies and a Bachelor’s Degree from Rollins College in Environmental Studies. Rebecca is a licensed real estate sales associate.

When Rebecca isn’t “saving trees”, she is practicing and teaching yoga in Keystone Heights and Melrose, and spending time with her husband, Brian, and two boys, Gabriel and Joshua.

Caleb Johnston, Stewardship Technician

Email Caleb: cjohnston@northfloridalandtrust.org | Phone: (904) 479-1967

Caleb joined the North Florida Land Trust in April 2018 as the Stewardship Technician. In this role he will be responsible for assisting Team Terrapin with nest monitoring, volunteer training, and data management.

Caleb is a Jacksonville native and is currently attending the University of North Florida where he is studying biology. In the past he has worked and volunteered with the Jacksonville Zoo and Gardens, National Park Service, and UNF Environmental Center.

Growing up in Florida, Caleb has gained an appreciation for our local natural and wild areas. In his free time he enjoys photography, being outdoors, and spending time with friends and family.


Board of Directors


Keith Holt, North Florida Properties, LLC.

Vice Chair

Dr. Ellen Williams, St. Vincent’s Healthcare


Charles “Trey” Mills III, Rogers Towers PA


Patrick Carney, CSX Corporation

Members At Large

David Barton, Bank of America Merrill Lynch

Ray Bunton, St. Johns River Water Management District (Ret.)

Ross Chafin, Fisher, Tousey, Leas & Ball

Margaret Kirkland, Amelia Tree Conservancy

Tom Larson, Jax Metro / Self-Help Credit Union