San Francisco City Hall was lit up red in honor of the Red Cross Gala in 2022.
Photo by Eric Carmichael/American Red Cross
San Francisco City Hall was lit up red in honor of the Red Cross Gala in 2022.
Photo by Eric Carmichael/American Red Cross
The American Red Cross of the Northern California Coastal Region is comprised of five chapters that serve more than 10 million people throughout 15 counties. The North Bay Chapter serves Marin, Napa, Solano and Sonoma counties; the Bay Area serves Alameda, Contra Costa, San Francisco, and San Mateo counties; the Silicon Valley Chapter serves Santa Clara County; the Heart of the Valley Chapter serves Merced, San Joaquin and Stanislaus counties; and the Central Coast Chapter serves Monterey, San Benito and Santa Cruz counties.
Our region provides help and hope to those affected by disasters and empowers individuals in our community to prepare for, respond to, and recover from emergencies. Additionally, we collect and distribute lifesaving blood, provide support for active military, veterans and their families, and teach CPR/AED, first aid, aquatics and other vital skills throughout our region.
Our work is made possible through the strength of our volunteers, the generosity of our donors, and the support of our partnerships with government agencies, community organizations and businesses. It’s these very individuals and organizations who are the face of the Red Cross in our communities, enabling us to fulfill our mission 24 hours a day, seven days a week, 365 days a year.
The American Red Cross is proud to announce the appointment of Justin Mueller as the new Regional Chief Executive Officer of the organization's Northern California Coastal Region as of October 13, 2025. In this role, Mueller will also serve as the Executive Director for the Bay Area Chapter, one of five chapters in the region he now leads.
Mueller joined the American Red Cross in 2006 and has worked in various positions within the region including most recently serving as the Regional Blood Donor Services Executive. He was responsible for ensuring that the region collected enough red blood cell products safely and efficiently to supply the needs of hospitals and the community at large. The Red Cross is the largest single supplier of blood and blood products in the United States and thus plays a leading role in protecting the safety of donors and patients.
Justin is a regular whole blood, platelet and plasma donor and has personally donated 245 units of blood products. He is actively involved in the work and mission of the church and enjoys volunteering. He values balance in life and achieves it by spending quality time with his family and enjoying the great outdoors.
Amy joined the American Red Cross in 2019 as a Regional Philanthropy Officer on the Individual Gifts team. In 2020, she was promoted to Director of Development, first managing the Foundation segment, and was a proud leader on the team awarded the 2021 Presidential Award for Excellence. In October 2022, Amy shifted to manage the Individual Gifts team, where she managed a team of eight to grow giving from individuals and family foundations. In 2024, she was promoted to Regional Chief Development Officer and is honored to lead a team of twenty-two talented fundraising professionals to power the mission of the Red Cross.
Amy earned her bachelor’s degree in communication from the University of Cincinnati, graduating summa cum laude and Phi Beta Kappa. She comes from a family of three generations of firefighters and is a proud Sound the Alarm volunteer and advocate. Amy lives with her husband, Malcolm, and their two boys in Berkeley, California.
As the Regional Disaster Officer, John Ruiz leads a team of 19 full time staff and over 1,000 volunteers in response and preparedness programs for the American Red Cross Northern California Coastal Region.
John started his Red Cross career in 2005 as the Community Disaster Program Manager in San Francisco for the Bay Area Chapter. Soon after, he was promoted to Deputy Director in 2007 before taking a job with National Headquarters as the Red Cross Government Liaison Officer for FEMA Region 9 in 2011. In this role John managed the Red Cross relationship with FEMA, the State of California, and other statewide partners. John left the Red Cross in 2013 to work for the UC Berkeley as the campus Emergency Management Coordinator where he oversaw the Building Coordinator Program, lead planning and training efforts, and established a new campus Emergency Operations Center. John returned to the Red Cross in 2016 as the Regional Disaster Officer and has since built a program that is seen as a national leader in the development of leadership volunteers.
John is a graduate of UC Berkeley and holds a master’s degree in public administration from San Francisco State University.
Jonathan has been with the American Red Cross since 2012, first joining as a volunteer to support the Silicon Valley Chapter’s youth services program. This seemingly small decision would lead him to accept a position with the AmeriCorps program in October of the same year. This in turn led to joining the regional Volunteer Services team as an employee, after discovering a passion to support the people behind the Red Cross mission.
Now leading the regional Volunteer Services team, Jonathan leads a team of six specialists responsible for the Northern California Coastal Region’s recruitment, placement, and engagement of the region’s 6000+ adult and youth volunteers.
Originally from Matane, Quebec, Canada, Jonathan immigrated to the US in 2021. He lives in San Jose with his spouse.
Arianna manages California Government Relations for the American Red Cross. She was born and raised in San Francisco, and first began working in government in 2016, serving as a San Francisco City Commissioner for three terms. She joined the Red Cross upon her return to California, and shortly thereafter deployed to Los Angeles to support the response to the Palisades and Eaton fires. She is honored to use her background in public service and her dedication to the mission of the Red Cross to advance legislation and policy initiatives critical to humanitarianism and volunteerism in California.
Arianna graduated cum laude from Georgetown University, with majors in public policy and business administration.
Nikki (she/her) joined the Red Cross in early 2018 as the Disaster Program Manager for the Silicon Valley Chapter. After serving in that role for 3 years, she was promoted to Regional Program Manager for Service to the Armed Forces and International Services. In this role, Nikki manages Red Cross programs supporting military members, veterans, and their families, including hospital programs in the David Grant Medical Center at Travis Air Force Base and local VA clinics. Nikki also manages International Humanitarian Law education, including a peer-to-peer youth education program, across the Northern California Coastal Region. Nikki has a background in law and volunteer management, and prior to working at the Red Cross worked for Oxfam Ireland in Belfast, Northern Ireland. Nikki grew up in New Zealand and is a passionate outdoors person who loves spending her weekends hiking and camping.
Pooja has 15 years of experience in the nonprofit sector and currently serves as the Regional Communications Director for the American Red Cross Northern California Coastal Region. She is responsible for overseeing field, visual, crisis and internal communications, leading a team of staff, board members, and over 60 Communications volunteers to amplify the Red Cross mission.
Pooja began her Red Cross career in 2009 as an intern with the Orange County Chapter, later joining the Silicon Valley Chapter as an AmeriCorps member, where she coordinated disaster training and volunteer services. She went on to serve as the region’s Marketing Program Manager, developing materials that reached over 8 million people and managing a team of 25 volunteers. As the Special Events Manager, she led impactful fundraising events that contributed to achieving the region’s $1.5 million annual event goal, while playing a key role in planning division and national Red Cross events and conferences.
Outside of her Red Cross work, Pooja has worked with the Silicon Valley Leadership Group and the Leukemia & Lymphoma Society, where she continues to volunteer in leadership roles. In her free time, you can catch her spending time with family, organizing themed parties, skiing in Tahoe, teaching dance, and exploring the world.
Steph has over 25 years of experience in development, operations and fundraising, with both global and local non-profits. Joining the American Red Cross in 2014 – Steph initially led the Foundations, Grants and Development Operations teams and in April 2020 transitioned to leading the Corporate Partnerships team. In April 2023 Steph was hired into her current role, working with a team of 40 employees and volunteers to deliver the operational platform necessary to support all lines of service and business. Alongside this powerhouse Operations Team, Steph is responsible for Financial Budgeting, Administration & Reporting; Facility Management of 26 sites; Fleet Management of 140 Vehicles & Trailers; Real Estate Initiatives; Safety & Security; Procurement; Coordination of IT, Phone & Mail Systems; Sustainability Initiatives & Special Projects.
Steph is fluent in French and Spanish and volunteers with the Red Cross in the lifesaving Sound the Alarm program and as an International Humanitarian Law trainer.
Felicia serves as the CEO of the Heart Valley Chapter of the Red Cross, where she leads strategic initiatives and operations across San Joaquin, Stanislaus, and Merced Counties. Since joining the Red Cross in 2019 as Recruitment Manager in Volunteer Services, she quickly demonstrated her ability to drive results, earning a promotion to CEO in 2022. A cum laude graduate of the University of the Pacific, Felicia is deeply committed to community leadership. She holds prominent roles as a member of Ujoma and Co-Chair of the IBEA Task Force, where she fosters collaboration and advocates for equity and empowerment.
With over a decade of experience in human resources and management, Felicia is a seasoned leader known for her dedication to building strong partnerships and creating mentorship opportunities. Her leadership style is centered on driving innovation, inspiring teams, and ensuring the communities she serves have access to critical resources.
Beyond her professional accomplishments, Felicia is passionate about continuous learning, travel, and spending time with her family, all of which fuel her commitment to making a lasting impact in the world.
Michele Averill is the Chief Executive Officer (CEO) of the Central Coast Chapter of the American Red Cross, a position she has held since 2014. In this role, Michele leads a dedicated team of six employees and nearly 400 local volunteers, serving the Monterey, Santa Cruz, and San Benito Counties. Together, they provide essential disaster relief and humanitarian services to a community of approximately 750,000 residents.
In addition to overseeing day-to-day operations, Michele collaborates with a Board of Directors comprising 20 community leaders to advance the Red Cross's mission. Under her leadership, the Central Coast Chapter continues to build resilience and deliver vital resources to those in need.
Michele's passion for community service is deeply rooted, having grown up in Corralitos, Santa Cruz County. She finds her work especially rewarding, knowing that the efforts of the Red Cross impact the lives of so many individuals and families across the region.
Before joining the Red Cross, Michele gained extensive experience in healthcare leadership. She served as a Director of Business Development at Telemed2u, a Roseville-based company specializing in diagnostic radiology and oncology services. Earlier in her career, she held executive roles at Saint Louise Regional Hospital in Gilroy, where she served as Foundation CEO and Vice President of Development.
Reagan Lund is a seasoned leader with a passion for forging impactful partnerships and driving community-focused initiatives. With a dynamic career spanning finance, logistics, technology and nonprofit sectors, Reagan brings a wealth of experience and a commitment to creating meaningful change. She has dedicated the past decade to advancing the mission of nonprofit organizations, leveraging her expertise to build relationships that deliver measurable results.
In this role that serves more than 1.9 million people Santa Clara County with the support of more than 1,500 local volunteers, Reagan leads efforts to mobilize resources, engage communities and amplify the organization's humanitarian mission. Known for her ability to cultivate strategic alliances, she works closely with local leaders, donors and volunteers to maximize the impact of Red Cross programs and services. Reagan's leadership emphasizes collaboration and innovation, ensuring that the Silicon Valley community is well-prepared for and resilient in the face of disasters.
Previously, Reagan served as the Director of Corporate Partnerships for the American Red Cross Northern California Coastal Region for six years, where she secured over $17M in generous gifts, led a team of seven fundraisers, and partnered with key stakeholders to support mission-critical programs. Her ability to inspire and develop her team has been instrumental in achieving fundraising goals and fostering a culture of excellence.
Vincent’s journey with the Red Cross began in 2018 as a Disaster Program Manager for Solano and Marin Counties. In this role, he successfully built strong internal connections with the volunteer base while also establishing partnerships throughout the community, working closely with the local Voluntary Organizations Active in Disaster (VOAD) in the North Bay Chapter. He has supported the Red Cross mission with multiple local and national disaster deployments to hurricanes, wildfires, floods and home fires.
Vincent has over 24 years of non-profit experience and is dedicated to supporting communities, families and building connections. In his role as Chapter CEO, Vincent will work to bridge our Red Cross leadership to the volunteers carrying out the mission on a daily basis, facilitating the free flow of information and sharing of ideas. He will also focus on developing even stronger connections with our donors and recruiting partners and board member prospects.
A North Bay resident, Vincent enjoys adding to his vinyl record collection, cheering for A’s, Warriors & 49ers and spending time with family and friends.
