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Our Staff

Larry Olmstead, President & CEO

Larry Olmstead joined United Way of Northern California as President & CEO in February 2016, overseeing agency staff and all operations. Previously, Larry was an executive at United Way Silicon Valley in San Jose, CA, responsible for operations, human resources and the 2-1-1 help line.

Over the years, Larry has worked as a journalist, media executive and human resources executive. He held significant newsroom management posts at the Detroit Free Press, New York Times and Miami Herald, where he was managing editor. Larry was part of a Pulitzer Prize-winning team at the Times and was a Pulitzer finalist at the Free Press for reporting from South Africa.

Larry has served on – and chaired – numerous non-profit and industry Boards. He is active in tennis, and currently holds volunteer leadership positions with the United States Tennis Association’s Northern California Section.

Larry studied journalism and political science at George Washington University. He and his wife Michele have two grown children.

Contact Larry at


Norma Mosqueda, Community Impact Director 

Norma Mosqueda joined United Way of Northern California as Community Impact Director Impact in September 2016. United Way reaches nine counties in Northern California and within her role, she administers the regional grant allocation process, oversees 2-1-1 services in Shasta and Tehama Counties and development of the Prosperity Initiative, which seeks to improve financial stability, youth development and workforce readiness in Shasta County.

Norma has worked in the community services field for over 29 years for such programs as CalFresh, Women, Infants, and Children (WIC), and Comprehensive Approaches to Raising Educational Standards. Norma believes in the power of community impact and has spent much of her career collaborating with various community agencies to improve the quality of life for all residents. Her volunteer experience includes: working with agencies that help stray animals find homes, working with food banks in both Shasta and Tehama Counties, and

Norma graduated from CSU Chico in 2007 with a Masters Degree in Business Administration. She likes to hike, bike, swim, read, and bake and enjoys spending time with her husband and dogs.

Contact Norma at


Shelly Nelson, Donor Services Administrator 

Shelly Nelson is has worked with United Way of Northern California since 2011 and is the Donor Services Administrator.

Shelly is responsible for the financial management of donor pledges, payments, and designations.  She also serves as a Customer Service Representative for donor financial management.

Shelly has resided in Shasta County for over 25 years. She has worked for Shasta County in various legal positions and departments for 15 years and owned and operated a restaurant in Redding for the same time period.

Contact Shelly at 


Jacob Peterson, Development Director

Jacob Peterson is the Development Director at United Way of Northern California. In his role, Jacob leads major fundraising efforts including our workplace-giving model, fundraising events like Breakfast of Champions, our major gifts program and other sources of revenue needed to carry out UWNC’s mission.

Jacob graduated from Chico State University with a degree in both business and project management and has since spent more than six years working as an executive in the non-profit sector. Some of his proudest accomplishments include winning the Unsung Hero’s Award for his region, starting and growing his own non-profit organization (Junior Leadership Development Program) and being a BIG for more than 10 years as part of the Big Brothers Big Sisters program.

Jacob has a strong passion for helping others and enjoys the opportunity to collaborate with organizations to make meaningful impacts on the lives of people in his community and beyond.

Contact Jacob at


Christina Gutierrez, Communications & Outreach Specialist

Christina Gutierrez joined United Way of Northern California in August 2016 as a part-time staff member and now works full time as Communications & Outreach Specialist. Through her role, Christina assists in conveying UWNC’s mission, programs and services to the public through digital media, press releases, newsletters, outreach events and more. Christina also produces video content and outreach materials, utilized at events and campaign meetings. 

Before working at United Way, Christina worked for variety of local print publications including Chico Enterprise-Record, Record Searchlight and North State Parent Magazine. She has also worked on independent media projects for Art Docent Program, Nature Tale Books and Shasta Family YMCA.

Christina graduated from California State University, Chico in 2012, with a bachelor’s degree in Journalism. During her time at Chico State, she also completed internships at the award-winning student newspaper, The Orion, and the university’s student-run public relations agency, Tehama Group Communications.

Christina is passionate about United Way’s work regarding low-income families and is very active in the community, attending many family & education based events with her young daughter.

Contact Christina at