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Our Leadership
Meet Our Dedicated leaders
Inspiring Leaders, Transforming Communities
Meet the people who LIVE UNITED for Central Florida. Heart of Florida United Way’s team of passionate, dedicated leaders are committed to creating lasting change in Central Florida.
Heart of florida united way
Leadership team
Jeff Hayward
President and CEO
As President & CEO of Heart of Florida United Way since December 2016, Jeff brings a unique background in politics, public and private sector leadership.
He served as Chief of Staff to the Mayor of Lynn, MA, for five years, and later served as a member of the Massachusetts House of Representatives before becoming the New England Vice President for Development and Marketing for a national, publicly traded healthcare company.
Prior to arriving in Central Florida, Jeff served as Chief of External Affairs at United Way of Massachusetts Bay (Boston) where he oversaw annual strategic investments, marketing and communications, volunteer engagement, grants department, and their public policy strategy.
With more than 20 years of experience in the United Way network, he lends his non-profit expertise to Central Florida by serving on the Board and Executive Committee of the Central Florida Commission on Homelessness, Board Secretary of the CareerSource Central Florida, Secretary/Treasurer of United Way of Florida, and as a Board Member of the Orlando Economic Partnership.
Jeff is an alumnus of St. Anselm College and was a Casey Foundation/United Way of America Fellow at Harvard’s Kennedy School of Government.
Jeff and his wife, Anne-Marie, have three children, Nathaniel, Victoria, and Abigail.
Jeff Hayward
President and CEO
As President & CEO of Heart of Florida United Way since December 2016, Jeff brings a unique background in politics, public and private sector leadership.
He served as Chief of Staff to the Mayor of Lynn, MA, for five years, and later served as a member of the Massachusetts House of Representatives before becoming the New England Vice President for Development and Marketing for a national, publicly traded healthcare company.
Prior to arriving in Central Florida, Jeff served as Chief of External Affairs at United Way of Massachusetts Bay (Boston) where he oversaw annual strategic investments, marketing and communications, volunteer engagement, grants department, and their public policy strategy.
With more than 20 years of experience in the United Way network, he lends his non-profit expertise to Central Florida by serving on the Board and Executive Committee of the Central Florida Commission on Homelessness, Board Secretary of the CareerSource Central Florida, Secretary/Treasurer of United Way of Florida, and as a Board Member of the Orlando Economic Partnership.
Jeff is an alumnus of St. Anselm College and was a Casey Foundation/United Way of America Fellow at Harvard’s Kennedy School of Government.
Jeff and his wife, Anne-Marie, have three children, Nathaniel, Victoria, and Abigail.
Graciela Noriega Jacoby
Chief Operations Officer
Graciela was born and raised in Sarasota, Florida and moved to Orlando to attend the University of Central Florida (Go Knights!), where she received both a Bachelor of Arts in Political Science and a Master of Public Administration with a certificate in Urban and Regional Planning.
She began her public service career as a Team Leader for the National Civilian Community Corps in Washington, D.C. with AmeriCorps. Graciela earned the All AmeriCorps Award, presented to her by President Bill Clinton and the late Coretta Scott King, for a foreign pen pal and cultural education program she launched in one of the outlying communities within Orange County.
Graciela’s career then led her to serve as an Aide to Orange County Commissioner Teresa Jacobs for eight years. In 2011, Orange County Mayor Teresa Jacobs took office and Graciela became the Mayor’s Chief of Staff.
She continues to be engaged with the Central Florida community through leadership positions with several local community organizations including serving as a Board Member of Visit Orlando, City Year Orlando, Prospera, Co-Chair of Orange County Sustainability Committee, and many others.
Graciela Noriega Jacoby
Chief Operations Officer
Graciela was born and raised in Sarasota, Florida and moved to Orlando to attend the University of Central Florida (Go Knights!), where she received both a Bachelor of Arts in Political Science and a Master of Public Administration with a certificate in Urban and Regional Planning.
She began her public service career as a Team Leader for the National Civilian Community Corps in Washington, D.C. with AmeriCorps. Graciela earned the All AmeriCorps Award, presented to her by President Bill Clinton and the late Coretta Scott King, for a foreign pen pal and cultural education program she launched in one of the outlying communities within Orange County.
Graciela’s career then led her to serve as an Aide to Orange County Commissioner Teresa Jacobs for eight years. In 2011, Orange County Mayor Teresa Jacobs took office and Graciela became the Mayor’s Chief of Staff.
She continues to be engaged with the Central Florida community through leadership positions with several local community organizations including serving as a Board Member of Visit Orlando, City Year Orlando, Prospera, Co-Chair of Orange County Sustainability Committee, and many others.
Jill Grevi
Chief Financial Officer
An accounting graduate of Florida Southern College in Lakeland, Jill began her career in the commercial real estate and insurance industries. Guided by her passion for helping others, she joined United Way as Finance Director in 1991. After three years of working with the agency, she returned to Heart of Florida United Way (HFUW).
Jill Grevi
Chief Financial Officer
An accounting graduate of Florida Southern College in Lakeland, Jill began her career in the commercial real estate and insurance industries. Guided by her passion for helping others, she joined United Way as Finance Director in 1991. After three years of working with the agency, she returned to Heart of Florida United Way (HFUW).
Raymond L. Larsen, M.A.
Senior Vice President, Community Impact
Ray Larsen leads Heart of Florida United Way’s efforts to develop the strategic directions and initiatives that support our mission and create positive changes in people’s lives by providing leadership and vision to address root causes of community issues and the community.
Raymond L. Larsen, M.A.
Senior Vice President, Community Impact
Ray Larsen leads Heart of Florida United Way’s efforts to develop the strategic directions and initiatives that support our mission and create positive changes in people’s lives by providing leadership and vision to address root causes of community issues and the community.
Kelly Astro
Senior Vice President, Community Impact
As SVP of Community Impact, Kelly leads efforts to develop the strategic direction and community impact initiatives that support Heart of Florida United Way’s mission and create positive changes in people’s lives.
With over 25 years of experience, Kelly is a dedicated leader who excels in program development, teaching, and community engagement.
Prior to joining Heart of Florida United Way, she served as the Children’s Home Society of Florida’s Community Partnership School (CPS) Director serving Evans High School. In this role, she spearheaded the redesign of the CPS model at Evans, impacting more students through on-campus healthcare services, mentoring programs, college and career readiness programming, and a redesigned resource market. Kelly led the school’s recertification as a UCF-Certified Community Partnership School.
Kelly’s passion for education blossomed during her first teaching experience in the Parramore district. After receiving her master’s degree from Drexel University, she developed the Drexel Experience, a first-year course that included a service-learning program for 2,100 first-year students in 110 Philadelphia Public Schools annually.
Returning to her alma mater, the University of Central Florida, she joined the Burnett Honors College (BHC) and redesigned the Honors Symposium, which included the largest Honors College service-learning program in the country, led a robust volunteer program, developed a study abroad program with the New York Mets and oversaw prestigious research initiatives. Her leadership resulted in national recognition and UCF receiving the U.S. President’s Volunteer Service Award four years in a row.
From 2016 to 2021, Kelly led the Horizon Scholars program at Valencia College, dramatically expanding the program for underprivileged high school students. Under her leadership, the program saw a fivefold increase in enrollment, with all students graduating and nearly all pursuing college degrees.
Throughout her career, Kelly has raised over $4 million for educational programs and garnered numerous awards for her service and leadership, including being recognized as an Orlando Magic “Diversity Game Changer”.
Kelly Astro
Senior Vice President, Community Impact
As SVP of Community Impact, Kelly leads efforts to develop the strategic direction and community impact initiatives that support Heart of Florida United Way’s mission and create positive changes in people’s lives.
With over 25 years of experience, Kelly is a dedicated leader who excels in program development, teaching, and community engagement.
Prior to joining Heart of Florida United Way, she served as the Children’s Home Society of Florida’s Community Partnership School (CPS) Director serving Evans High School. In this role, she spearheaded the redesign of the CPS model at Evans, impacting more students through on-campus healthcare services, mentoring programs, college and career readiness programming, and a redesigned resource market. Kelly led the school’s recertification as a UCF-Certified Community Partnership School.
Kelly’s passion for education blossomed during her first teaching experience in the Parramore district. After receiving her master’s degree from Drexel University, she developed the Drexel Experience, a first-year course that included a service-learning program for 2,100 first-year students in 110 Philadelphia Public Schools annually.
Returning to her alma mater, the University of Central Florida, she joined the Burnett Honors College (BHC) and redesigned the Honors Symposium, which included the largest Honors College service-learning program in the country, led a robust volunteer program, developed a study abroad program with the New York Mets and oversaw prestigious research initiatives. Her leadership resulted in national recognition and UCF receiving the U.S. President’s Volunteer Service Award four years in a row.
From 2016 to 2021, Kelly led the Horizon Scholars program at Valencia College, dramatically expanding the program for underprivileged high school students. Under her leadership, the program saw a fivefold increase in enrollment, with all students graduating and nearly all pursuing college degrees.
Throughout her career, Kelly has raised over $4 million for educational programs and garnered numerous awards for her service and leadership, including being recognized as an Orlando Magic “Diversity Game Changer”.
Carolyn Shermer
Senior Vice President, Technology
Carolyn Shermer is the Senior Vice President for the Heart of Florida United Way. Shermer provides leadership for the continued enhancement of United Way’s innovative and secure information technology environment, setting the direction and infrastructure required to ensure goal accomplishments and results.
Carolyn Shermer
Senior Vice President, Technology
Carolyn Shermer is the Senior Vice President for the Heart of Florida United Way. Shermer provides leadership for the continued enhancement of United Way’s innovative and secure information technology environment, setting the direction and infrastructure required to ensure goal accomplishments and results.
Ashley Blasewitz
Senior Vice President, Communications and External Relations
Ashley Blasewitz leads the strategic direction of the Marketing and Communications department and the Volunteer Resource Center at Heart of Florida United Way. She joined Heart of Florida United Way’s leadership team from Costa Communications Group in Winter Park, Florida, where she was a Senior Account Executive for nearly five years.
Ashley Blasewitz
Senior Vice President, Communications and External Relations
Ashley Blasewitz leads the strategic direction of the Marketing and Communications department and the Volunteer Resource Center at Heart of Florida United Way. She joined Heart of Florida United Way’s leadership team from Costa Communications Group in Winter Park, Florida, where she was a Senior Account Executive for nearly five years.
JahKiya Bell
Senior Advisor to the President and CEO
JahKiya Bell is a stalwart supporter of the nonprofit sector and a firm believer in nonprofits’ role in supporting and lifting the community. She began her work in the nonprofit sector as an INROADS intern with the Heart of Florida United Way in May 1995 and joined the team as a staff member in 1998. JahKiya currently serves as the Vice President of Strategic Impact for Heart of Florida United Way, a role that allows her to work with the senior leadership team to develop long-term strategies in the areas of community impact, investment planning, outcome measurement, innovation, and public education.
JahKiya Bell
Senior Advisor to the President and CEO
JahKiya Bell is a stalwart supporter of the nonprofit sector and a firm believer in nonprofits’ role in supporting and lifting the community. She began her work in the nonprofit sector as an INROADS intern with the Heart of Florida United Way in May 1995 and joined the team as a staff member in 1998. JahKiya currently serves as the Vice President of Strategic Impact for Heart of Florida United Way, a role that allows her to work with the senior leadership team to develop long-term strategies in the areas of community impact, investment planning, outcome measurement, innovation, and public education.
Catherine Rea
Vice President, 211 and Crisis Services
Catherine Rea joined Heart of Florida United Way in 2019 and is former CEO of Community Information and Referral Services, provider of statewide 211 and HMIS services in Arizona. Prior to this, Catherine was Director for Livingston County Human Services in Michigan for nearly 10 years, administering over 30 human service programs, in addition to starting regional and statewide 211 programs.
Catherine Rea
Vice President, 211 and Crisis Services
Catherine Rea joined Heart of Florida United Way in 2019 and is former CEO of Community Information and Referral Services, provider of statewide 211 and HMIS services in Arizona. Prior to this, Catherine was Director for Livingston County Human Services in Michigan for nearly 10 years, administering over 30 human service programs, in addition to starting regional and statewide 211 programs.
Lynnea Crawford
Vice President, Events and Experiences
Lynnea Crawford first joined the team at Heart of Florida United Way in 2016 as the ReadingPals Coordinator and continuing to grow in the organization by way of the Director of the Volunteer Resource Center, and into her current role as VP, Donor and Volunteer Experiences.
Lynnea Crawford
Vice President, Events and Experiences
Lynnea Crawford first joined the team at Heart of Florida United Way in 2016 as the ReadingPals Coordinator and continuing to grow in the organization by way of the Director of the Volunteer Resource Center, and into her current role as VP, Donor and Volunteer Experiences.
Parker Smith
Vice President, Resource Development
Before arriving to Central Florida in 2021, Parker Smith began his career serving as a legislative aide and working on political campaigns in his hometown of Cleveland, Cincinnati and throughout Ohio, including campaigns for U.S. Senate and county-wide office. After successfully managing a race for the Ohio House of Representatives, Parker transitioned to the non-profit sector where he served as an integral member of the Advancement and Community Engagement office at The Children’s Home of Cincinnati, a United Way Agency Partner.
Parker Smith
Vice President, Resource Development
Before arriving to Central Florida in 2021, Parker Smith began his career serving as a legislative aide and working on political campaigns in his hometown of Cleveland, Cincinnati and throughout Ohio, including campaigns for U.S. Senate and county-wide office. After successfully managing a race for the Ohio House of Representatives, Parker transitioned to the non-profit sector where he served as an integral member of the Advancement and Community Engagement office at The Children’s Home of Cincinnati, a United Way Agency Partner.
Susan Makowski
Vice President, Resource Development
Susan has over 20 years in both the non-profit and public sector. Prior to joining HFUW, she served as the Grants Manager for United Against Poverty Orlando and also served on their advisory board, before joining as staff. Prior to United Against Poverty, Susan served for seven years as the Chief Aide to Orange County Commissioner, Jennifer Thompson, helping constituents navigate the complexities of local government. Susan is extremely active in her local community, serving as an Adjunct Professor for the Valencia College Lake Nona campus, the board of the East Orlando Chamber of Commerce, and she currently serves on the board of Back to Nature Wildlife Refuge and the Lake Nona YMCA.
Susan Makowski
Vice President, Resource Development
Susan has over 20 years in both the non-profit and public sector. Prior to joining HFUW, she served as the Grants Manager for United Against Poverty Orlando and also served on their advisory board, before joining as staff. Prior to United Against Poverty, Susan served for seven years as the Chief Aide to Orange County Commissioner, Jennifer Thompson, helping constituents navigate the complexities of local government. Susan is extremely active in her local community, serving as an Adjunct Professor for the Valencia College Lake Nona campus, the board of the East Orlando Chamber of Commerce, and she currently serves on the board of Back to Nature Wildlife Refuge and the Lake Nona YMCA.
Susan holds an MBA, and in her spare time, you can find her on the coast boating, paddle boarding or spending time in the water.
Heath Wells
Vice President, Community Impact
Most recently serving as the Director of Community Engagement on the Strategic Impact and Community Engagement team, Heath has given over a decade of leadership to HFUW. Known for his thoughtful and strategic leadership style, Heath has been instrumental in leading numerous programs over the course of his career – including Orlando Health Pathways, AmeriCorps, Destination Graduation and more. Prior to his impact at HFUW, Heath spent over 10 years serving in leadership capacities at the Foundation for Orange County Public Schools.
Heath Wells
Vice President, Community Impact
Most recently serving as the Director of Community Engagement on the Strategic Impact and Community Engagement team, Heath has given over a decade of leadership to HFUW. Known for his thoughtful and strategic leadership style, Heath has been instrumental in leading numerous programs over the course of his career – including Orlando Health Pathways, AmeriCorps, Destination Graduation and more. Prior to his impact at HFUW, Heath spent over 10 years serving in leadership capacities at the Foundation for Orange County Public Schools.
Board OF DIRECTORS
EXECUTIVE COMMITTEE
Board Chair
Hope Newsome, Esq
Managing Partner at Meris Law, PLLC
Board Vice Chair
Naveed Shujaat
Central Florida Market President at Bank of America
Treasurer
Stephanie Gardner
Senior Manager, Tax Services at RSM US LLP
Secretary
Jim Toscano, Esq.
Shareholder at Lowndes
Immediate Past Chair
Tracey Powell
Senior Vice President, Consumer Insights, Measurement, and Analytics at The Walt Disney Company
Non-Executive Members
Committees
AUDIT AND ETHICS COMMITTEE
Community Investment Committee
COmpensation Committee
Finance Committee
Investment Committee