Everyone in Northwest Arkansas deserves the opportunity to thrive.

As Northwest Arkansas grows, so does its prosperity. But for many in our community that prosperity remains out of reach. More than 150,000 people in Benton, Madison, and Washington County face financial insecurity, housing instability, and a host of other challenges every single day. These people need tangible, lasting change in the systems that shape their lives, and they need someone to fight for that change right now.

Helping drive lasting change.

Excellerate, a name combining ‘excellence’ and ‘accelerate’, knows that transforming our region requires strategy, diligence, and, most importantly, decisive action that keeps the process moving forward. It must also be a collaborative effort, one that allows each of us to bring our knowledge, our talents, and our resources to the table so that we can play to our collective strengths. Together, we can build a Northwest Arkansas where everyone has the opportunity to thrive.

Our History

Excellerate Foundation (formerly Endeavor Foundation) was established through the sale of Springdale Memorial Hospital and Bates Memorial Hospital in Bentonville in 1998. As a result, Excellerate focuses its efforts on the service areas of the two hospitals: Benton, Madison, and Washington counties.

Excellerate has always leveraged its assets to impact the greatest needs of Northwest Arkansas, including primary and secondary education, health and well-being, and community building among our diverse residents. Since inception, Excellerate has invested more than $115 million to improve the lives of all those who call Northwest Arkansas home.





Driving Toward the Future

We are now Excellerate Foundation, which reflects our ongoing commitment to excellence and a new focus on accelerating decisive action. We will continue to invest in the forward-looking ideas and tangible solutions of our ever inventive and resourceful community. But we will also step forward to drive lasting change when we see untapped opportunities through our data-driven insights. We will operate at the systems level, standing side by side with the businesses, municipalities, and institutions that shape our region, developing a shared vision and a common will to ensure that all may fully benefit from the prosperity of Northwest Arkansas.

This more proactive approach towards the bigger picture and long-term impact defines Excellerate as we move into the next phase of our work.


Excellerate Leadership

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Jeff Webster

President / CEO

As President/CEO of Excellerate Foundation, Jeff works closely with Excellerate’s Board of Directors and is responsible for the overall management, leadership, and strategic direction of the Foundation.

Jeff has decades of experience as a high-level executive at companies in Northwest Arkansas and across the country, including President/COO Simmons Feed Ingredients, Group VP Renewable Products and Senior VP Strategy at Tyson Foods, Inc., VP Global Strategy for Kellogg Company, and CEO/COO for multiple start-ups in technology and human performance sectors.

Jeff is originally from Kalamazoo Michigan, attended Michigan State University in their Geophysics program and attended Northwestern's Executive Development Program. Jeff is married to his wife Teena of 36 years and has two daughters and 4 granddaughters all residing in NWA.


Susan Upchurch


Susan is the Chief Financial Officer responsible for all financial and administrative activities at Excellerate Foundation. She brings decades of experience across a wide set of financial disciplines. 

Previously, Susan had a twenty-one-year career at Tyson Foods, Inc. where she held various Director and Senior Director roles in External Financial Reporting, Shared Services Accounting, Retail and Foodservice Sales Finance, and Foodservice Revenue Management.  

Before Tyson Foods, she was an Auditor at Ernst & Young LLC in Little Rock, AR for five years.

Susan graduated from Hendrix College with a BA in Economics and Business with an Emphasis in Accounting. She is also a Certified Public Accountant.

She has lived in Northwest Arkansas for the last 21 years with her husband and three children.

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Justin Fletcher

Vice President / Programs

Justin Fletcher leads and directs the implementation of the foundation's philanthropic investments, demonstrating forward-looking ideas and tangible solutions to the most urgent issues in Benton, Madison, and Washington counties.

Justin joined Excellerate in 2012, leveraging more than two decades of experience in arts and nonprofit management, fundraising, and program development. Much of his career was spent in Chicago, IL, where he served as artistic director for both City of Chicago and off-Loop theater companies, as well as in development roles for After School Matters, Chicago's premier organization for out-of-school time programming for high school teens in underserved communities.

Justin sits on the steering committees for Arkansas Impact Philanthropy—which supports the creation of more equitable systems across the state—and the Arkansas chapter of the Asset Funders Network—which engages philanthropy to advance economic opportunity and prosperity for low and moderate income people.

Justin graduated from the University of Arkansas with a Bachelor of Arts in Drama. He lives in his hometown of Fayetteville with his wife and children and is so grateful to be able to give back to the region that has given so much to him.

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Josh Hall, LCSW

Vice President / Executive Director Hark at Excellerate Foundation

During his over ten year career in human services, Josh has gained extensive experience in a multitude of practice areas including clinical services, program development, and implementation, curriculum development, clinical supervision, poverty, multicultural issues, community development, organizational strategy and management, and social justice advocacy.

Josh received his Bachelor’s Degree in Social Work from the University of Oklahoma and a Master's Degree in Social Work from the University of Arkansas.

Although not a native on NWA, Josh, his wife, and their two sons, Luke and Josiah, have put down significant roots. Having lived in Northwest Arkansas for twelve years, Josh and his family love the community and enjoy all it has to offer.

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Ali Johnson

Director / Technology, Marketing, Security Officer

Ali is the Director of Technology, Marketing, and Security Officer for Excellerate Foundation. Prior to Excellerate, Ali has overseen the build and launch of multiple technology platforms and applications including Hark at Excellerate Foundation.

After graduating from the University of Arkansas and the Razorback soccer team in 2008, Ali was armed with a Bachelor of Science and a specific concentration in Marketing. She gained extensive knowledge and experience at Fortune 500’s, J.B. Hunt Transport, Inc., in operations, customer success, market research, and national account sales and was also was a part of the company’s first Women’s Executive Resource Group.

After JBHT, Ali joined the team at Field Agent where she helped build, launch, and run a location-specific smart device application that allowed users to “check-in” at designated venues called ClassCheck.  

Ali has been in Northwest Arkansas since 1990 and is married (Justin) with three kids (Parker, Easton, & Palmer).  

Excellerate Team

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Sara Allbright, LCSW

Director / Programs

Sara is the Director of Programs at Excellerate Foundation. Prior to her time at Excellerate, Sara’s postgraduate professional focus was in mental health services with a special emphasis on trauma therapy practices as well as serving as a clinical supervisor for the NWA region. Sara has also worked as an Employee Assistance Program (EAP) contract manager, served as a lecturer for the University of Arkansas School of Social Work and provides supervision for social work licensure. 

Sara received her Bachelor’s Degree in Family and Human Services from John Brown University and a Master of Social Work degree from the University of Arkansas.

Sara and her husband, Tyler, have lived in NWA for over a decade and have a son, Will. 

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Lacey Bailey

Director / Social Support

Lacey is the Director of Social Support at Excellerate Foundation.  Prior to Excellerate, Lacey spent over a decade in the implementation and growth of Camp War Eagle, where her work focused on program development, strategic recruitment, and community partnerships. Lacey also worked as a Program Manager for Girls on the Run in Kansas City, Missouri, building corporate support and collaboration for under-resourced communities.

Lacey received her Bachelor’s Degree in Sociology from Ouachita Baptist University. 

She and her husband, Josh, have called Northwest Arkansas home for a decade, where they are raising their three daughters (Annalee, Eleanor, and Brynn).

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Tim Black

Director / Analysis & Insights

Tim Black is the Director of Analysis and Insights for the Excellerate Foundation. He is responsible for leveraging data generated by the foundation and others to help Excellerate and community stakeholders draw clearer insights into solving the most pressing needs across NWA.

Prior to Excellerate, Tim orchestrated the corporate strategy and vision for American Foods Group as the Vice President of Strategy and Analysis.  Before joining American Foods Group, Tim had a twenty-three-year career at Tyson Foods, Inc, where he held various Director roles in Finance, Accounting, Quantitative Analysis, and Pricing.

Tim graduated from Northwest Missouri State University with a Bachelor of Science Degree in Accounting.  Outside of work, Tim enjoys spending time with his wife Dawny, two children, and four grandchildren all residing in NWA.

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Christy Guiterrez

Director / Technology Development

Christy is the Director of Technology Development for Hark at Excellerate Foundation. She has worked in Social Services in some capacity since 2004. 

Previous to Hark at Excellerate Foundation, Christy worked at the Children's Advocacy Center of Benton County in various roles; Bilingual Advocate and Bilingual Advocacy Team Lead. Additionally, she has held two international posts in both El Salvador and Costa Rica. In both countries, she focused on initiatives to strengthen community members while addressing the needs for systemic change within the communities. 

Christy got her BA of Science in Family and Human Services/Psychology from John Brown University. 

She has lived in Northwest Arkansas for 20 years and loves spending time with her husband and son. 

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Regina Mitchell

Office Manager

Regina is the Office Manager at Excellerate Foundation and has been with the Foundation for thirteen years.  Previously, Regina worked at Helen Tyson Middle School in Springdale for eleven years in multiple roles that included Registrar/ Secretary to the Principal and Computer Lab Manager. 

Regina studied at the University of Arkansas and hails from Hunstville, AR. She loves spending time with her husband, daughter, son-in-law, and granddaughter as well as extended family and friends.

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Shawntill Puryear

Hark Director / Community Resources

Excellerate Board Members

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Henry Ho


Henry is the Chairman of Excellerate Foundation's board and serves on the Executive, Finance, and Education Committees.

Henry Ho is the Chief Strategy Officer and Co-Founder of Field Agent.  As the company’s customer and technology strategist, he leads the new product innovation process, global customer development, and International expansion for Field Agent.  Henry worked 19 years with Procter & Gamble, with a broad array of assignments across the U.S. and Asia.  Henry was a founding member of P&G’s Global Walmart Customer Team in 1988 and has worked with Walmart for over 31 years.  Henry’s international experience includes Walmart Asia Team Leader, Country Manager of Procter & Gamble Hong Kong, and Asia Region Category Management and Shopper Insights Leader. 

After leaving P&G, Henry has been a part of multiple start-ups, including the Northstar Partnering Group, CORE4 Research, JOYN, LLC, and most recently Field Agent.  Henry is also a member of the global Endeavor Entrepreneur network.  He serves on the Boards of The Stony Brook School, The Excellerate Foundation, and JoyCorps.  One of Henry’s main passions is investing time, energy, and resources in entrepreneurial leaders and redemptive ventures in his local community and around the world.   

Henry has a B.S. degree in Computer Science/Business from Furman University.
Henry and his wife Nancy reside in Fayetteville, have four grown kids, and two grandkids.  
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Trey Carter

Vice Chair

Trey is the Vice Chair of Excellerate Foundation’s board of directors. He serves on the Executive, Housing, and Finance committees.

Trey works for Walmart Inc. as a Director of Design & Construction for the Industrial Development Team which handles real estate, design, and construction for partners in Supply Chain and eCommerce. His expertise is in design, construction, and development in the commercial/retail/industrial markets. He has seventeen years of experience working with government entities, commercial contractors and owners and is familiar with all sides of the industry including commercial design and construction.  

An alumna of Louisiana Tech, Trey’s degree is in Civil Engineering and he also carries an MBA from Arkansas State.

Trey and his wife Hannah have two boys, Colin (eleven) and Mason (eight), and have lived in Northwest Arkansas for thirteen years. He is an active member at Central United Methodist Church of Rogers and enjoys participating in endurance sports like ultra-running and triathlons.


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Rick Parsons


Rick Parsons has been bettering Northwest Arkansas for over 65 years. We are proud to have Rick as a board member at Excellerate Foundation where he serves as our Treasurer. In addition to his long-standing role as Treasurer, he currently serves on our Finance and Housing committees, where he provides us with immeasurable direction, knowledge, and guidance.

Rick has over a 40-year career with Bank of America and also served as a Credit Risk Executive for Coopers & Lybrand for a period of time previous to B of A.

A graduate of the University of Arkansas, Rick and his beautiful family reside in Springdale where they are constantly giving back to our region.

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Celia Swanson

A member of Excellerate's Executive committee, Celia Swanson, has served diligently on our board for many years and provides immeasurable value to our team and community. Additionally, she serves on our Education and Hark committees.

Celia is an accomplished senior executive who spent 25+ years at Walmart championing its culture and its people. She is notably recognized as the first female executive vice president at Walmart Stores, Inc. breaking the glass ceiling for women. Her deep expertise in commerce, large-scale transformation, company culture and multi-generational workforce engagement serves as the cornerstone of her career legacy. 

Currently, Celia is a highly sought after speaker, author and consultant. You can read more about her current endeavors here.

Originally from Nebraska, Celia is based in Bentonville, AR. She enjoys traveling, the outdoors and spending time with close friends and family. 


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James L. Hawkins II, PhD, LPC

James L. Hawkins II, Ph.D. has over a decade of experience as a Licensed Professional Counselor and we are thrilled to have him on Excellerate Foundation’s board. As a board member, James specifically focuses and serves on our  Social Support and Hark committees.

James is a certified Emotionally Focused Therapist and Supervisor and serves as a clinical director and therapist at The Joshua Center. Additionally, he is a speaker, consultant, is a co-host of a wonderful podcast called The Leading Edge, and is on the team at Success in VulnerabilityHe has a passion to help people flourish in relationships from marriage and family to organizational health, and community race relations.

You can read more about James on his website dochawklpc.com.

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Stephen Dacus

Stephen Dacus brings a wealth of business and legal knowledge in his role as a board member at Excellerate Foundation. He serves specifically on our Hark, Social Support, and Finance committees.

As a Partner at Kutak Rock LLP, Stephen focuses on complex business disputes in state and federal trial and appellate courts. He has represented clients across a wide range of industries including financial services, technology, and healthcare, and has a brilliant litigating record in business-related disputes like breach of contract, breach of fiduciary duty, intellectual property and trade secret litigation, and more.

Stephen began his law career in Dallas at K & L Gates. He and his wife Leslie moved to Northwest Arkansas in 2014 to be closer to family and to be part of the vibrant and wonderful community. Stephen and Leslie are the proud parents of two beautiful daughters, Elle and Audrey.

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Ana Echegoyen

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Susan Goss, LMFT, LPC

Susan Goss wears many hats. She is an author, speaker, LMFT, LPC, podcaster, business builder, wife, mother, grandmother, friend to many, and board member at Excellerate Foundation. She has served on the Excellerate Foundation board for many years and played a key role in the creation of Hark and currently serves on our Hark and Education committees. An advocate for all, Susan strives to serve and love people well in the Northwest Arkansas community.

Susan is the founder and director of Tangible Truth Ministries, is a Licensed Professional Counselor (LPC) and Licensed Marriage and Family Therapist (LMFT), and a Co-founder of The Joshua Center, a faith-based therapy center based out of Northwest AR.  Susan currently sees clients at Fresh Roots Family Counseling in Rogers, AR where the Tangible Truth Office resides.

In addition, Susan is a contributing writer at Celebrate Magazine NWA, guest commentator on KLRC Radio and produces a weekly video blog called “Susan Shares” and a new podcast called Tangible Truth Podcast which can be found anywhere that podcasts are played.

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Melody Martens

Melody Martens, President of Signature Bank of Bentonville, has been bettering the banking industry for over 27 years and serves alongside us as Board Member at Excellerate Foundation. Currently,  she focuses her efforts on our Housing and Hark committees. Melody uses the core tenants of listening and investing in people, not only in banking but in board room decisions.

Before her tenure at Signature Bank, Melody was with Harrison-based Community First Bank since 2002 before accepting her role in Bentonville in 2013. She is passionate about the Northwest Arkansas community, its people, and seeing that all have the opportunities to achieve their passions and desires.  

It is worth noting that Melody was named to Arkansas’ Power Women in 2019. She currently resides in Bentonville.

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Mark Snodgrass

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Kelly Sikorski


Together, we can drive systemic change in Northwest Arkansas.

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