goodwill
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At this Goodwill, the first thing worth keeping is a job
In South Central California, donated goods pay for paid work. Behind the thrift-store racks is a hiring model whose most revealing measure is what happens after someone gets the job.
Onney Crawley
Onney Crawley is the Chief Marketing Officer of Goodwill Industries International, where she leads brand management, creative, digital, public relations, consumer insights and corporate communications across roughly 3,300 stores and hundreds of job service centers. A University of Michigan MBA, she built a career growing billion-dollar brands at General Mills, Kellogg, Mars/Wrigley, Sears and Serta Simmons Bedding before turning her marketing firepower toward a 122-year-old mission brand and its unlikely rise as a Gen Z thrift obsession.
Thomas Moran
Thomas (Tom) Moran is the former President and CEO of Goodwill Central Coast, the Salinas-based nonprofit that runs retail thrift stores, donation centers, and job-training programs across Santa Cruz, Monterey, and San Luis Obispo counties. A physics major turned MBA turned retail-finance lifer, he came in as CFO in 2018 and was elevated to CEO in 2020 after stints at Conn's, West Marine, ARAMARK, Limited Brands, and CarMax.