Committee on Directors Chair
Neighborhood: Buena Vista Heights
Gina Falsetto has experience in business development, project management, client service, and corporate communications. Most recently Gina was Manager of Real Estate at SFMade , a non-profit serving manufacturers; prior to SFMade she was Senior Vice President and Director at Callan Associates, a financial consulting firm; and out of college she was on the sales and marketing team at ShareData. She holds a BA in International Relations from the University of California at Davis. Gina regards trees as magical because of all they do: clean the air, filter water, reduce crime, mitigate climate change, save energy, provide oxygen, and increase home value — and they’re beautiful to look at. See Gina’s LinkedIn profile.
Neighborhood: Lower Pacific Heights
Kent has lived and practiced law in San Francisco for more than 40 years. He thinks that while the city is obviously a great place to be, one thing that can be improved is how it hits your senses when you walk out the door. He has lived in different parts of the city, and has always felt better somewhere with trees. Kent also feels that the city government has not done as much as it should to prioritize tree planting and maintenance, and that an organization like FUF is essential to make up the shortfall. He is delighted to serve on the Board.
Neighborhood: Cole Valley
Sarah grew up in New York City, and discovered city planning in college. She has been a planner for 25+ years, mostly for the City and County of San Francisco. For part of that time she was the City’s Environmental Review Officer, overseeing adherence to the California Environmental Quality Act. She’s currently Planning Director for the SFMTA. She sees streets as important public and community spaces, and trees as perhaps the most important factor contributing to the quality of those spaces. She believes that strategically improving the urban forest in a community-based way is a step towards racial, social, and climate justice. Sarah and her husband Jim have two adult children. See Sarah’s LinkedIn profile.
Neighborhood: Inner Sunset
As the Director of Planning and Capital Management for the San Francisco Recreation and Parks Department, Dawn is responsible for the delivery of more than $300 million in capital improvements across San Francisco’s 220 parks and 3,000+ acres. She has developed innovative stakeholder engagement strategies to build consensus and support for park projects; she joined FUF to achieve the same for the city’s urban forest. She has lived in the Bay Area since 1998, and worked for the City of San Francisco since 2002. She has a Master’s in Public Policy from UC Berkeley. See Dawn’s LinkedIn profile.
SaraT (ST) Mayer
Neighborhood: St. Mary’s Park
ST has experience working inside and outside government to advance equity. She most recently worked as the Chief Program Officer at Code for America, and before that as the Director of Public Health, Policy, and Planning for the San Mateo County Health Department. She has served on the Community Advisory Board for the Bay Area Air Quality Management District, as Board Chair at Human Impact Partners, and as a Board Member for the Housing Leadership Council. She joined the FUF Board because she loves walking and biking the city streets. She believes FUF is a part of making our public spaces healthy, green, and enjoyable for everyone. See ST’s LinkedIn profile.
Howe joined FUF’s board because he loves trees and San Francisco. He is passionate about climate and conservation issues and would like to see the continuous greening of our city. He is an avid runner and enjoys spending time outdoors with his dogs. Howe has lived in San Francisco for over 20 years and is a finance professional with extensive experience in strategy, business operations, and institutional asset management. See Howe’s LinkedIn profile.
Lives in: Oakland
Sarah is a sustainability expert with 15+ years working in consulting, nonprofit, and startup environments. She helps the largest companies in the world use business as a force for good, reducing their carbon footprint through strategic near and short-term plans. Sarah joined the FUF board because she has long loved being outside, in both wild and urban places. She holds a BA in Environmental Science from Connecticut College and an MA in Environmental Studies (a self-designed concentration in corporate strategy) from Brown University. See Sarah’s LinkedIn profile.
Neighborhood: North Waterfront
A third-generation Bay Area native, Yvette is sharing in the joy of raising her granddaughter. Her career has been varied, from corporate recruiting on Wall Street to international banking in Los Angeles, corporate HR consulting, marketing for European schools, and running a family commercial property business in Tahiti. While living abroad for 31 years in 7 countries, Yvette has always made volunteering part of her raison d’être. Friends of the Urban Forest focuses on what she cares about most: growing a green and healthy environment for all.
Neighborhood: Potrero Hill
Ray joined FUF’s Board in 2020 after having been a Volunteer Planting Leader since 2018. The longtime San Francisco resident believes in the power of trees to improve lives, fight climate change, and make everyone smile. He is committed to restoring and establishing a healthy, thriving tree canopy, especially in underserved neighborhoods. Ray has worked in leadership roles within enterprise software and technology firms for more than 20 years. His technology interests and experience range from supply chain and logistics solutions, wireless networks, and IoT technologies to data analytics. Ray has a BS and MS in Electrical Engineering from the University of Michigan and an MBA from Cornell University. See Ray’s LinkedIn profile.
Neighborhood: Clarendon Heights
Dave joined the FUF Board in 2016 because of the importance of growing and protecting the urban forest in a time of climate change. He grew up in Newton, Massachusetts — nicknamed “The Garden City” — and sees trees as the symbol of a healthy community. He graduated with a BA from the University of Vermont, where he studied Political Science and Environmental Studies. Dave has worked at the intersection of public policy, advocacy, and communications for some of the most well-recognized brands in the technology industry. He is currently the Head of Global Product Marketing for Trust, Safety, and Identity at Twitter. See Dave’s LinkedIn profile.
Neighborhood: Pacific Heights
Joyce is the director of conservation programs and corporate engagements at the Wildlife Conservation Network. She helps steer the growth strategy of WCN’s portfolio of field investments, while also executing impactful cause marketing partnerships to benefit animals and the bottom line. Joyce was once a corporate deal attorney in Silicon Valley, and has a law degree from the University of Pennsylvania and a Master’s of Environmental Management from Duke University. She has lived in the Bay Area for over 20 years and in San Francisco since 2009, and believes deeply in FUF’s mission. She loves hiking in the Presidio with her dog and backpacking trips. See Joyce’s LinkedIn profile.