Creativity, Compassion and Experience
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 SFGoodwill operating efficiently to benefit our mission.
President and Chief Executive Officer
An accomplished, experienced and dynamic leader, William has a passion for creating change, spurring innovation and inciting positive social impact. With a demonstrated track record of results, William has successfully solved complex challenges within public, not-for-profit, and private business through innovation, transformation, and the cultivation of trusting, collaborative relationships with all stakeholders.
Since March 2016, William has served as the President and CEO for Goodwill San Francisco, San Mateo and Marin. William is leading the revitalization of the 100-year, non-profit social enterprise to better serve local community needs through mission expansion and business development – providing opportunities for individuals with barriers to employment to acquire 21st century job skills and move into career pathways that will help break the cycle of generational poverty.
Before joining Goodwill, William served as Assistant City Manager for the City of Berkeley, a municipal government with 1400 employees and a $350M budget. Prior to that, he held multiple senior leadership positions in Berkeley and lead initiatives in Public Health, Education and numerous areas of City policy. Among his many accomplishments 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) and was at the forefront of working to close the racially predictable opportunity gap in 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 holds a bachelor’s degree in Rhetoric from U.C. Berkeley and a Master’s Degree in Organization Development from University of San Francisco.
Vice President of Marketing and Communications
Deborah Bouck has focused the last 10 years of her career on poverty alleviation solutions through workforce development programs, partnerships and awareness campaigns. She passionately believes that equitable access to education, training and employment is the key to breaking the cycle of poverty. Deborah started her career in corporate communications at public television station WGBH/Boston, promoting award-winning documentary and DIY programming such as Frontline, NOVA, Antiques Roadshow and This Old House. She earned her B.S. in Communications at Emerson College.
Vice President of Retail Operations
Valeria has over thirty years of experience running businesses with over $130 million in revenue. She has proven results in developing and managing the operations of multi-unit retail companies, including e-commerce and after-market. Valeria provides leadership and vision to refine retail business strategies, determine areas for expansion and revenue growth. Her visible and inspirational leadership positively impacts business initiatives. Valeria has a solid track record of leading large teams with strong team management, development and communication skills. She enjoys coaching individuals and teams for business and individual growth with a success rate of ninety seven percent of participants having advanced to higher leadership roles.
Prior to joining Goodwill, Valeria worked at Goodwill of Greater East Bay, Goodwill of North Georgia, Goodwill Easter Seals of the Gulf Coast, Macy’s, Upton’s Department Store, Paul Harris Specialty Shop and Learner Shop. Valeria is an alumni of Bauder Fashion College, Atlanta Georgia.
Chief Financial Officer
Nare brings comprehensive experience from both large and small capital companies. His goal is to develop the finance function to be a business partner with the organization by providing analytics, recommendations and decisions that drive growth and contribute to the mission of Goodwill. Nare spent most of his career at Levi Strauss & Co. ®, where he held numerous positions both in finance and operations. Nare held positions as vice president, controller and director, among other titles. Previous to Goodwill, he was the Chief Financial Officer at Wingtip in San Francisco. Nare is a CPA and an alumni of UC Berkeley.
Senior Director of Workforce Development
Megan joined Goodwill in 2008. She has spearheaded workforce development initiatives that provide individuals disconnected from the workforce with the education, career readiness training, and wrap around supports needed for a path to self-sufficiency.
Prior to joining Goodwill, Megan worked in the international education field managing cultural exchange programs that promoted cross cultural understanding and appreciation. Megan holds a BA in Sociology from Hamilton College in New York and an MBA from San Francisco State University.
Tanya Moore, PhD
Vice President of Mission Advancement
Prior to joining Goodwill, Tanya’s professional career in local government and higher education focused on leading multi-agency collective impact initiatives focused on reducing health and education inequities and supporting college to career pathways. She received her doctorate training in the field of Biostatistics at the University of California, Berkeley and remains passionate in her support of women in STEM careers. She has been featured in Black Enterprise and O, The Oprah Magazine and was recognized as one of the “STEM Woman of the Year” by California State Assemblymember Nancy Skinner in April 2014.
Executive Assistant, Office of the President
Selena has worked primarily as an Executive Assistant, with a tenure of 12 years at The Boston Consulting Group in San Francisco and New York City, just prior to joining Goodwill. She began her career in corporate administration at Arthur Andersen, LLP. Over the course of her career, Selena has also worked as a floral designer, specializing in weddings, with Floramor Studios of San Francisco.
Selena majored in Broadcast Communication Arts at San Francisco State University and obtained a certificate of completion from the Bailie School of Broadcast.
Vice President of Development
Armando Zumaya has been in fundraising for 32 years in a variety of roles that have given him a unique perspective on development offices, prospecting and role of Prospect Research/Management.
He has spent the bulk of his fundraising career as a Major Gift, Leadership Gifts and Annual Fund Officer on two $1+ billion dollar campaigns at Cornell University and the University of California, Berkeley. He began his career in 1985 as a canvasser for SANE/FREEZE in Los Angeles and Ithaca N.Y. where he led door-to-door canvassers in the field for 5 years. He has served in the Vice President of Development, Director of Major Gifts and Chief Development Officer, Annual Fund and Leadership Gift roles.
Armando is well known for his work in teaching prospecting, solicitation, cold calling, major gifts techniques and remote constituency fundraising. He has been a tireless advocate for improving the Prospect Researcher/Fundraiser relationship and creating a prospecting culture inside development teams.
He also speaks about the rise of Latino Major Giving in the U.S. through his direct experience raising major gifts in the Latino community. He emphasizes the need for a new vision of Latino philanthropy throughout our nonprofit community.
Armando is a well-known and well-reviewed speaker. His session at the 2018 AFP International Conference was one of the few highlighted in the Chronicle of Philanthropy’s coverage of that conference out of 116 sessions in their April 17th, 2018 issue. He lectures at AFP, AFP Chapters, AFP Hemispheric, The Foundation Center, Development Executives Roundtable, APRA, APRA Chapters, CARA, SAWA, MARC, Compass Point, Blackbaud, Forum on Fundraising and Academic Impressions.
He has been widely published, including the nationally acclaimed OpEd in the Chronicle of Philanthropy on March 24, 2014 entitled, “Give Fundraising Researchers More Influence and More Credit”. He has also been published in the Grassroots Fundraising Journal, Currents (The Magazine of CASE), The Major Gifts Report Fundraising Compass, Bloomerang, Frost on Fundraising and others. Three recent articles, “The Crisis of Development Officer Short Tenures”, “Silent Service” and “The Nonprofit Achievement Gap” has earned him national recognition.
He lives in Northern California and is a proud alumnus of the University of California, Riverside and Roosevelt High School in East Los Angeles.