Executive Team

Executive profiles

Shawna Forsberg

Shawna Forsberg
President and Chief Executive Officer
(402) 522-7964

Forsberg is responsible for implementing the organization's strategic initiatives in the areas of basic needs, workforce readiness and classroom readiness, with a goal to reduce poverty and strengthen the greater Omaha-Bellevue-Council Bluffs metro area. She oversees United Way of the Midlands’ fundraising, marketing and financial management initiatives.

Forsberg has over 15 years of marketing and communications leadership experience in not-for-profit and for-profit environments. Prior to joining the United Way of the Midlands, she was the Director of Marketing at The Durham Museum, where she led the museum’s rebranding effort which resulted in substantial membership and admission growth. During her tenure at ConAgra Foods, she managed corporate brand equity and led three functional teams – event marketing, social media, and creative services – providing strategy and execution for brand and business leadership. Forsberg currently serves on the Omaha Chamber Board of Directors, the Omaha Community Partnership, and is a trustee of the Business Ethics Alliance.

A Nebraska native, Forsberg received a BS in Business Administration from the University of Nebraska-Lincoln and a Masters in Business Administration from Sam Houston State University.


Pam Schwalb

Pam SchwalB, PH.D
Chief Operating Officer
(402) 522-7926

Pam joined United Way of the Midlands in 2013 as the Senior Vice President of Finance and Operations. In her role, Pam leads a team of professionals in the day-to-day operations of the organization, including Human Resources, Accounting, Benefits and Information Technology. She works closely with United Way departments and board-level volunteer committees to set the yearly budget and ensure that United Way is accountable to donors, companies and our community.

Prior to joining United Way, Schwalb served in faculty positions at Clarkson College and College of Saint Mary in Omaha, with a focus on business management, finance, and health care economics.

Pam received her doctorate in Human Sciences-Leadership at the University of Nebraska-Lincoln in 2011. She holds a Masters in Business Administration from University of Phoenix and a Bachelor of Science degree in Accounting from Eastern Illinois University. Prior to her academic positions, she served in senior management at First Data Corporation in Omaha, and KPMG Peat Marwick and MasterCard International in St. Louis.

In addition to her professional accomplishments, Pam has a long history of volunteer and corporate leadership experience with business, civic, health and nonprofit organizations including: the National Society of Leadership and Success, Alegent Health, Chase Merchant Services LLC, Youth Emergency Services and the Great Plains Minority Supplier Development Council.

Schwalb was a member of an international delegation on cross-cultural business challenges held in Shanghai, China in 2004. She’s a member of several professional associations including the Academy of Management and the Association for Leadership Educators.


 Joanna Murray 

Joanna Murray
Senior Vice President, Community Impact
(402) 522-7950

Joanna M. Murray joined the UWM team in July of 2014 and leads UWM’s efforts in community impact, community engagement, volunteering and court referral.

Previously, Joanna served as the President and CEO of The Leadership Investment, based in Denver, CO. During her tenure, she crafted a five-year strategic plan and helped position the organization in the forefront of women’s leadership development in the Mountain Region.

Joanna’s career includes serving as a founding partner with the national consulting firm, Ki ThoughtBridge, an organization specializing in an integrated approach to the transformation of individual, organizational, and community systems. She also held the role of Vice President for Trustee Leadership Development, a company that focused nationally on creating non-profit excellence through board and executive leadership training. Joanna was the founding Executive Director of the Metro Denver Chamber Leadership Foundation, where she led hallmark programs such as Leadership Denver and the Chamber’s annual Leadership Exchange program. Prior to her roles in the business sector, Joanna worked in higher education, including five years as the Assistant Dean of Students at the University of Denver.

Joanna holds a Masters of Science in Education with an emphasis in Organizational Development and a Bachelor of Arts with a double major in English and Sociology.