United Way of North Carolina announces appointment of new board member and board officers

Brian White (L) and Geoffrey M. Roche (R). (Albemarle Area United Way)

United Way of North Carolina (UWNC) is thrilled to announce that Brian White has taken on the role of Board Chair, effective February 23, 2024. Immediate Past Chair Jeff Johnson completed his two-year appointment and will remain on the Board in this role. UWNC is also excited to share the appointment of one new board member, Geoffrey M. Roche.


Brian White, Director of Strategic Operations, ECU Health 

Mr. White has been a member of United Way’s Board of Directors since 2020 and most recently served as Vice Chair of the Board of Directors. He is the Director of Strategic Operations for ECU Health at three community hospitals in northeastern North Carolina, including ECU Health Bertie Hospital in Windsor, ECU Health Chowan Hospital in Edenton, and ECU Health Roanoke-Chowan Hospital in Ahoskie. He received his Master’s in Business Administration from Strayer University and his Bachelor of Science in Business Administration from Elizabeth City State University, concentrating in management.  Before his career in healthcare, he worked for NASCAR public relations. 

Mr. White serves as the chair of the College of the Albemarle Foundation and Chowan County Board of Adjustments and past president of the Edenton Lions Club. He serves as a board member of the Edenton-Chowan Chamber of Commerce. He is also a member of the George and Alex Memorial Foundation, Edenton-Chowan Partnership Board, Edenton-Chowan Schools Education Foundation, and the North Carolina State Employees Credit Union Advisory Board in Edenton. Additionally, he is a member of the American College of Healthcare Executives. Previously, Mr. White served as the chair for the Albemarle Area United Way, founder and past president of Cycle Speedway, and past Treasurer for the Edenton-Chowan Young Professionals. 

On weekends he is often at motorsports complexes providing commentary for NASCAR Regional Series and other NASCAR races.

UWNC President and CEO Brittany Pruitt Fletcher expressed her enthusiasm about UWNC’s new Board Chair, stating, “I feel fortunate to have Brian White stepping into the Board Chair role. He has been an incredible asset to our United Way and a community leader in eastern North Carolina. I am privileged to get to work with him in this expanded role to further our mission to bridge people, local United Ways, and resources so individuals, families, and communities thrive in North Carolina.”

Pruitt Fletcher stated, “I am also delighted to welcome Geoffrey M. Roche to the UWNC board. He is deeply involved and committed to health equity and certainly subscribes to the group of true believers who understand the unique role that United Way can play in driving change in communities. He is a leader in speaking about social determinants of health, and he also understands how 211 should be partnered more closely with healthcare in community-centered models that improve health outcomes.” 


Geoffrey M. Roche, North America Director of Workforce Development, Siemens Healthineers 

Mr. Roche is the son of a nurse, as well as a healthcare expert, diversity advocate, and education enthusiast, presently serving as the inaugural North America Director of Workforce Development at Siemens Healthineers, Executive Advisor, LEAD3R, and National Healthcare Practice Executive Advisor at Core Education PBC. In 2022, Mr. Roche was nominated to the Forbes Business Council for his national-level work. He has over nine years of experience in hospital administration and has held leadership positions at various universities in the United States. He has served on various boards and committees, including the United Way of Lebanon County, the United Way of Pennsylvania, and the Patient Safety Committee for WellSpan Good Samaritan Hospital. Mr. Roche also serves as a Senior Advisor with Econsult Solutions, a Partner with Product10x, DNPs of Color Advisory Committee, and Leavitt School of Health Advisory Council at Western Governor’s University, and a strategic advisor to numerous startups.

The UWNC Board of Directors also approved the appointment of the following officer positions:

Vice Chair – Sherry Bradsher, Cansler Collaborative Resources

Treasurer – Gareth Montague-Smith, CPA

Secretary – Roy Watson, Jr., Blue Cross Blue Shield of North Carolina

For more information about the UWNC Board of Directors, visit https://www.unitedwaync.org/uwnc-board-directors.