Cold Morning Can’t Stop UWS CEO Jessica Muroff, Business Leaders

Blog Post By Candace Rotolo

On one of the coldest mornings of the year, United Way Suncoast CEO Jessica Muroff joined 20 Tampa Bay community leaders in St. Petersburg to raise the walls of a future home for a Pinellas County family. Muroff, a dedicated supporter of Habitat for Humanity Tampa Bay Gulfside, participated in her third CEO Build to strengthen her connection with Habitat and address one of the emerging issues of the day — the affordable and workforce housing shortage.

This year’s build held special significance for Muroff as she helped frame a house for the first time. In previous years, she contributed by painting homes and installing closets.

“Participating in the CEO Build is truly inspiring,” Muroff said. “It’s humbling to take part in the hands-on work that transforms lives. This experience shows how just a few hours of our time can make a lasting difference for a family like the Simmons. It’s about more than building a house—it’s about building hope and opportunity.”

Family seeks brighter future

The Simmons family—Lace and her daughters, Liana and Kalynn—are on an inspiring journey to homeownership through Habitat for Humanity. Lace, a single mother and Product Specialist at Crown Kia, strives to provide a safe and stable environment for her daughters. Liana, her eldest, is pursuing a degree in Studio Arts and Digital Design, while Kalynn, a high school senior, channels her passion into music and dance.

Lace joined Habitat to create a brighter future for her family.

“I’ve rented my whole life, and I am ready to be a homeowner,” she explained. “The house we live in now has many issues, from leaks to a dilapidated garage. I want a peaceful environment where my girls and I can feel safe and proud of our home.”

A Foundation Of Hope, Security

Ranked among the top three Habitat chapters in the U.S. for the number of homes built, Habitat for Humanity Tampa Bay Gulfside has hosted the CEO Build since 2022. Each year, local leaders raise funds and roll up their sleeves to make a lasting impact on local families.

“When we rolled out the CEO build, the whole purpose was to bring together community leaders, people in CEO and president roles, so we could put a little bit more information in their hands and in their minds about such a need,” said Habitat Tampa Bay Gulfside CEO Mike Sutton. “We’re seeing the workforce leave the area. We have to figure out ways to keep people in the community, so we feel there’s no better way than to get in front of the CEOs of these big companies in order to do so. The hope would be that they rally behind us and support Habitat in a greater way.”

Muroff and the other community leaders certainly did that, helping Lace’s dream of homeownership is becoming a reality. This home will offer much more than walls and a roof—it will serve as a foundation of hope, security, and opportunity for years to come.

Similarly, United Way Suncoast’s financial security efforts work to help community members create the life they imagine for themselves.

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