The representative is easy to forget when thinking of the big picture, but I think it's actually the most important for the game. The Dresden Files RPG has a whole chapter on building your own city within the world of Dresden, and they strongly urge you to give each theme, threat, and important location a Face. The same would go for factions (and I'd recommend giving factions a primary location for interaction as well – not necessarily their HQ, but where PCs would meet them). Oh, and the Face is probably not the boss of the faction in question, at least not if it's a big organization. Consider the TV show Angel, and the villain faction Wolfram & Hart. The Face role there is originally held by Lindsey McDonald and Laila Morgan, though Lindsey eventually leaves town making Laila more of the sole Face. But they are not in charge of W&H, not even locally (that's Holland Manners). Of course, for a smaller faction/location, it's perfectly alright to make the Face the boss as well. To use another example from Angel, look at the Caritas bar and its owner/MC Lorne (before he gets to be a regular and joins Team Angel).