Supported by a Board of Directors made up of local leaders from the business, nonprofit, education and public sectors, the Goodwill leadership team of experienced executives keeps SF Goodwill operating efficiently to benefit our mission.
Chief Executive Team
William Rogers
President and Chief Executive Officer
William Rogers assumed the role of President & CEO of Goodwill San Francisco, San Mateo, and Marin (SF Goodwill) in 2016 and is leading the revitalization of this 104-year-old, nonprofit social enterprise. As a trusted resource serving some of the region’s most underserved populations, Goodwill provides opportunities for individuals with barriers to employment—those who are justice-involved, homeless, veterans, have language barriers, or have struggled with addiction—to acquire 21st-century job skills and move into career pathways that help break the cycle of generational poverty. William is a mission-driven leader who brings deep business, nonprofit, government, and foundation experience to his role in leading SF Goodwill. He understands the value of embedding technology skills in all job-skills trainings offered by SF Goodwill. “If training and education don’t keep pace with technology, the result is inequality,” he says.
Under William’s leadership he has led multiple strategic initiatives that propelled organizational growth while containing costs in the social enterprise’s value and supply chains. William has also increased SF Goodwill’s commitment to sustainability, diverting over 31 million pounds from landfills every year, and converting half of the organization’s fleet to electric trucks—eliminating 55,000 diesel emissions every year. Within two years, diesel use will be reduced by 40,000 gallons that will reduce carbon emissions by 400 tons and it is estimated that the program will prevent more than 135 tons of greenhouse gases each year. Under his initiative, SF Goodwill also received the Spare the Air Leadership Award by the Bay Area Air Quality Management District at the Acterra Business Environmental Awards in 2019. For his collective work, William received the Goodwill International’s Sustainability Champion Award that recognizes him for consistently demonstrating strong leadership in support of the Goodwill triple bottom line: people, planet, and prosperity.
Upon assuming the role of President and CEO of SF Goodwill, William elevated mission advancement to the top priority. “Almost everyone knows something about Goodwill—a name synonymous with donation sites or a place you go to look for unexpected treasures at bargain prices. But we are so much more than that. And it is the mission of this organization that I really believe in and wanted to champion: We create second chances through training and the dignity of work. Working to disrupt generational poverty through job training and the dignity of work, I believe that everyone has value, dignity, and deserves to be seen. And we will serve anyone who comes through our doors with a willingness to work.”
William currently serves as the Chair of the California Council of Goodwills—an association of 14 independent Goodwill member organizations, serving the people of California, Southern Oregon, and Southern Nevada. Last year, California Goodwills were responsible for 2.3 percent of the state’s job growth.
Before joining Goodwill, William served as Deputy City Manager for the City of Berkeley, a municipal government with 1,400 employees and a budget of just under $400 million. Prior to that, he held multiple senior leadership positions in Berkeley and led initiatives in public health, education, and numerous areas of City policy. Among his many accomplishments over 17 years in Berkeley, he expanded the number of sports fields in the East Bay through completion of the Gilman Sports Fields (Tom Bates Regional Sports Facility). He was also at the forefront of an educational initiative with the Mayor’s Office, UC Berkeley, and Berkeley City College, aimed at ending the racial predictability of academic achievement within Berkeley public schools. William is known for his participatory and inclusive style in which people contribute and share ideas, are valued for their diversity, have growth opportunities, and are accountable for results.
William’s leadership of SF Goodwill has been profiled in the San Francisco Business Times, The San Francisco Chronicle, and the San Mateo Times. In 2019, he was named one of Sun Reporters’, “Talented Black Twenty-Five,” leaders and achievers in Northern California and in 2020, he recognized by the San Francisco Business Times as one of 12 local LGBTQ business leaders for his contributions to the Bay Area community. He is a member of several boards and councils, including the Kenneth Rainin Foundation, African American Leadership Council, San Francisco Chamber of Commerce, and the Swell Cinema Board of Directors. Formerly, he chaired the Berkeley Alliance Board of Directors and Our Family Coalition Board of Directors. He was also a 15-year-member for the National Forum for Black Public Administrators and on the board of the Berkeley Community Fund.
William holds a bachelor’s degree in Rhetoric from U.C. Berkeley and a Master’s Degree in Organization Development from the University of San Francisco. William lives in Oakland and has two sons Kenyon and Zach.
William Rogers
President and Chief Executive Officer
Valeria Culliver
Chief Operations Officer
Valeria oversees a number of revenue-producing departments at SFGoodwill, including operations, transportation and logistics, e-commerce, retail stores, boutiques, donations, ReCompute, aftermarket, and facilities. Over Valeria’s distinguished career, she has a proven track record leading large, complex teams and business units. One of her areas of expertise is coaching and growing the capacity of individuals and teams.
Prior to joining SF Goodwill, Valeria worked at Goodwill of Greater East Bay, Goodwill of North Georgia, and Goodwill Easter Seals of the Gulf Coast. She also has significant retail leadership experience at Macy’s and other department stories.
Valeria earned her AA at Bauder Fashion College (Georgia), and she has also earned numerous continuing education degrees, including three ISO certificates.
Valeria Culliver
Chief Operations Officer
Nare Jagroop
Chief Financial Officer (CFO)
Nare is responsible for managing the company’s finances, including financial and strategic planning and analysis, risk management and information technology.
Nare is an experienced finance and operations executive with proven leadership ability to launch, develop and grow successful businesses. He is skilled in collaborating with key leaders and partners, offering creative solutions that improve the customer experience, increase economic yield, reduce cost and ensure quality to generate sustainable revenue and earnings results. Nare is recognized for highly developed business and financial acumen; demonstrated success in building high performance teams; and skill in influencing and driving critical decisions. Previous to Goodwill, Nare was the CFO of Wingtip and a Vice President at Levi Strauss and Company, where he was an executive for the Signature & Denizen Brands. In addition, Nare has held numerous finance titles, including director, controller, treasury associate and SEC manager. He started his career as an auditor with Ernst and Young. He has a business degree from UC Berkeley and is a CPA.
Nare Jagroop
Chief Financial Officer (CFO)
Senior Executive Team
Travers McNeice
VP of Mission Services and Workforce Innovation
Born in England, Travers grew up in Botswana in a lion research camp. He received his Bachelor of Science from the University of California, Santa Barbara and then his Masters of Science at Oxford University.
Travers has over a decade of experience running workforce development programs in the Bay Area, specializing in work supporting people in reentry and transitional-aged youth. In his role, Travers leads strategy and oversees all aspects of operations and execution of mission-related initiatives. The mission advancement team is comprised of over 35 multi-disciplinary professionals providing services to Goodwill employees and over 1,200 job seekers with barriers to employment annually.
Travers McNeice
VP of Mission Services and Workforce Innovation
Richard D. Pio Roda
General Counsel
Richard enjoys serving as contract general counsel for Goodwill of the San Francisco Bay. In this capacity, he works closely with the Senior Executive and Leadership teams, focusing on strategic advice and counsel, and transactional services. Richard also directly assists with board governance issues, policy development, and managing Goodwill’s legal issues, including identifying the right resources for litigation, employment and other specialty legal needs.
Richard is a Principal at the Meyers Nave law firm, and a graduate of the University of San Francisco School of Law.
Richard D. Pio Roda
General Counsel
Leadership Team
Cynthia Alexander
Director of Marketing
Cynthia is responsible for building better marketing and communications systems and processes and leading breakthrough campaigns and activations to create a consistently excellent brand experience across Goodwill of the San Francisco Bay. She is respected for her collaborative leadership approach, expertise in leading complex processes and her success in helping teams bring their creative vision to life. Cynthia has a strong and ongoing commitment to mentoring underserved youth and serves on the board of two small start-up companies.
Prior to Goodwill, Cynthia held various marketing and leadership roles at Fortune 500 companies and creative agencies in brand management, product management, project management and product development.
Cynthia Alexander
Director of Marketing
Sara Creech
Director of Retail Operations and Visual Merchandising
Sara began her career at Goodwill as a program participant and has served in many different capacities over the past decade, learning and growing as she worked her way up from a Sales Associate role.
She now oversees all aspects of retail operations and visual merchandising across stores throughout Goodwill of SF Bay’s territory. She is respected for delivering consistently good results to help fund our mission and developing high performing teams who work to create a great Goodwill shopping experience.
Sara Creech
Director of Retail Operations and Visual Merchandising
Patricia Chu
Controller
Patricia oversees all aspects of Goodwill SF Bay’s daily accounting functions, including payables, receivables, payroll and also leads audit, tax preparation and reporting for the organization.
Patricia enjoys building successful teams and working together towards the same goal. She feels privileged to lead such a highly committed and professional accounting team at Goodwill and loves to see the impact from the services accounting team provides.
Prior to joining Goodwill in 2018, Patricia worked in the biotech industry and with high tech startups. She has a degree in journalism, an MBA from Cal State East Bay and is a CPA.
Patricia Chu
Controller
William Erben
Director of Mission Services
As Director of Mission Services, Bill leads mission services for the East Bay region that includes Alameda, Contra Costa and Solano County. He oversees operations for five career centers and several federal contracts offering job training and job placement services to people in our community.
Bill is an experienced and results driven leader with over 25 years of management experience in workforce development. He has spent the past five years with Goodwill as a Director of Mission Services East Bay Region and has been with Goodwill for 30 years. Along the way, Bill has been guided and mentored by many supervisors, VPs and co-workers. He has also had the opportunity to be a mentor to his employees. “I’m proud of what this agency does and honored to work with the people I get to work with every day and proud of the people we serve through Goodwill’s mission.”
William Erben
Director of Mission Services
Anna Ferber
Director of Development
Anna oversees annual giving campaigns at Goodwill SF Bay and brings over a decade of experience in fundraising, corporate social responsibility, alumni relations, strategic planning, project management and event planning to her work. Having traveled to 34 countries, she approaches stewardship strategies from a multi-cultural perspective.
Prior to joining Goodwill, Anna lived in New York City where she spearheaded high-profile fundraising events and led teams in mission driven organizations, higher education and the private sector. Anna graduated UC Berkeley with a double major in Mass Communications and Anthropology. She earned her Master’s in Business Administration from American International College in partnership with Naresuan University in Thailand and London Metropolitan University in England and holds certifications from the United Nations University for Peace in Corporate Social Responsibility and Thammasat University in Thai Studies.
Anna Ferber
Director of Development
Alana Frick
Senior Director of Retail Operations
Alana oversees all aspects of retail operations and supports her team’s success in 34 stores across our six Bay Area counties. She brings extensive retail managerial experience from Goodwill and Staples and a passion for the mission.
She earned an AA degree from the City College of San Francisco.
Alana Frick
Senior Director of Retail Operations
Rachel Hermann
Director of Learning and Development
Rachel Herrmann currently serves as the Director of Learning and Development for Goodwill SF Bay. She has worked within the educational and workforce development sector for over 15 years and is committed to closing the opportunity gap through the strategic use of education and resources.
She previously worked at Treasure Island Job Corps serving first as Social Development Director then Deputy Center Director, providing guidance for all of the Center’s educational and vocational training programs. Throughout her tenure the Center achieved annual recognition from the Department of Labor for top-tier student performance and retention outcomes.
Rachel Hermann
Director of Learning and Development
Tamy Ilacqua
Regional Director of Operations, Contra Costa County
Tamy oversees all aspects of retail operations and leads teams across Goodwill stores in Contra Costa County.
She began working at Goodwill 13 years ago as a program participant. On her career journey she has held every position offered in retail up to her current position as Director of Retail Operations. This deep knowledge of retail and empathy for her team’s challenges has enabled her to coach and develop a highly capable teams. Tamy is passionate about encouraging employees with barriers to reach their goals through the power of work.
Tamy Ilacqua
Regional Director of Operations, Contra Costa County
Wilson Li
Director of Finance, Planning and Accounting
Wilson helps Goodwill make sound financial and strategic decisions. He and the finance team are working together to build a world-class finance function at Goodwill.
Wilson enjoys collaborating with Goodwill’s leadership team on budgeting, forecasting, long-range planning, strategic analysis and financial reporting. He’s known for his friendly and service-minded approach to work. His insatiable desire to bring value to the people he works with and make an impact on his community and Goodwill’s mission is highly valued.
Prior to joining Goodwill, Wilson has held a range of positions within the finance function across diverse industries and companies at different stages of growth. He earned dual BA degrees in Business and Psychology from the University of California Santa Cruz and his MBA from Babson College.
Wilson Li
Director of Finance, Planning and Accounting
Hannah MacDonald
Director of Operations and Strategy, Mission Advancement
Hannah is responsible for the strategic planning, evaluation and operations for Goodwill’s Mission Advancement programs and services.
Prior to joining Goodwill, Hannah worked in research. She decided to transition to the nonprofit sector where her skills in data analysis could empower and impact more people. Hannah earned her BS in Anthropology and Geography from California Polytechnic State University, San Luis Obispo and her MA in Evolutionary Anthropology from the University of New Mexico.
Hannah MacDonald
Director of Operations and Strategy, Mission Advancement
Marlon Ortez
Director of Loss Prevention
Marlon leads security initiatives and works with teams across departments to protect Goodwill SF Bay’s assets in our retail stores, donation centers, corporate buildings, warehouses and ecommerce.
As a Certified Forensic Interviewer and Wicklander-Zulawski certified loss prevention leader with 13 years of experience, Marlon is skilled in all aspects of asset protection. His inquisitive nature and keen eye for detailed observation enable him to monitor, prevent and investigate fraud, resolve identity theft and fraud disputes and prevent organized retail crime and charge-back transactions.
Prior to Goodwill, Marlon worked in various security and Workers’ Compensation fraud investigation roles at The Home Depot and Neiman Marcus. Marlon holds a BS degree in Criminal Justice with a minor in Criminology from Cal State, Dominguez Hills.
Marlon Ortez
Director of Loss Prevention
Kyle Richards
Director of Retail Operations
Over the past nine years, Kyle has worked in various roles at Goodwill including as a Store Manager, Senior Store Manager and Warehouse Manager. Today, he oversees all aspects of retail operations across Goodwill’s Solano County stores.
Known as a highly adaptive, detail-oriented leader who loves to solve problems and overcome challenges, Kyle thrives in Goodwill’s entrepreneurial environment. He particularly enjoys leading teams and putting people together in the right roles so they can thrive, learn and grow. Kyle empowers his team to come up with new ideas, build their skills and get the job done in way that’s good for the team and customers. Coaching teams and individuals from all walks of life who’ve experienced different barriers, is one of the most rewarding aspects of his job.
Kyle brings extensive experience in retail management with over 20 years of experience at leading retailers including Big 5 Sporting Goods, Ross and Bed, Bath & Beyond.
Kyle Richards
Director of Retail Operations
Taamra Rose
Manager of Operations & Aftermarket
Taamra started her career at Goodwill in 2015 as a processor at the Cordelia plant. Taamra learned and progressed quickly. Within three years, she was promoted to Lead Processor to Processing Assistant and then to Plant Manager. Today, Taamra works at the Oakland warehouse and enjoys helping to inspire her team to learn and grow. What she most appreciates about working at Goodwill is the opportunity for people to go up the ladder and not be limited to their current position.
Taamra Rose
Manager of Operations & Aftermarket
Andrew Simons
Associate Vice President of Business Innovation and Ecommerce
Andrew leads Goodwill’s ecommerce business.
He’s a customer-obsessed leader whose career has been marked by developing great teams, building thriving relationships with internal and external customers, developing operationally efficient systems and driving top and bottom line results.
With deep operational experience from organizations like Guideboat, Levi’s, Restoration Hardware and more, Andy is loving growing sales to support Goodwill’s mission. He earned a BA in communications from UC San Diego and an MBA from San Francisco State University.
Andrew Simons
Associate Vice President of Business Innovation and Ecommerce
Jonathan Toledo
Director of Logistics and Transportation
Jonathan began his journey with Goodwill SF Bay when he entered the workforce as a program participant and transitional employee in 2010 at 20 years old. He quickly grew, adapted and excelled in roles of increasing responsibility including as a retail store manager and district manager of donations before being promoted to director of logistics and transportation across Goodwill’s six counties.
Jonathan is a respected leader who is known as a skilled problem solver and builder of high performance teams. He appreciates that Goodwill allows him to come as his authentic self to work every day and that leaders saw potential in him that he didn’t yet see in himself. Today, Jonathan is a passionate advocate for his team, working tirelessly to empower and motivate individuals who society tends to give up on.
Jonathan Toledo
Director of Logistics and Transportation
Michael Ware
Director of Donations, Aftermarket and Wholesale
As Director of Aftermarket and Donations, Michael oversees the front and back end of Goodwill’s supply chain through multiple channels of material donation collections and bulk sales of materials to maximize value and divert from local landfills.
He has over fifteen years of management experience in retail, real estate, aftermarket and donated goods and brings a passion for developing his team and creating an excellent donor experience to his role.
Michael Ware
Director of Donations, Aftermarket and Wholesale
Raymond Yang
Associate Vice President of Finance and Operations
Valued as a hands-on leader and strategic thought partner, Raymond is responsible for overseeing financial and operational success and efficiency at our two warehouses and across the transportation and logistics functions.
He thrives helping his partners integrate and optimize programs and operations across their lines of business. Raymond delights in helping a vision become reality through sound strategy and excellent execution and collaboration. With experience at large and small high-growth organizations, he brings an innovative and data driven mindset focused on continuous improvement and collaborative success.
Raymond holds a Bachelor of Science in Aerospace Engineering from San José State University and completed his MBA at Babson College.