Goodwill Tenneva President Takes on National Role

Morris Baker to lead donated goods and retail development program for Goodwill Industries International

Jan. 29, 2026 at 4:23pm

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Goodwill Industries of Tenneva President and CEO Morris Baker is leaving his local role to take on a national position with Goodwill Industries International. In his new role, Baker will work with Goodwill CEOs and senior leadership teams across the country to strengthen donated goods and retail operations and develop leaders.

Why it matters

Baker's move to the national level highlights the success and growth of the Goodwill Tenneva organization under his leadership over the past decade. His experience and expertise will now be applied to supporting Goodwill operations across the broader network.

The details

During his tenure, Baker oversaw major initiatives for Goodwill Tenneva including the purchase of the former Traders Village property to serve as the company's local headquarters. He also guided the organization through the COVID-19 pandemic and adapted mobile store models to assist the community during Hurricane Helene.

  • Baker has been Goodwill Tenneva's President and CEO for nearly a decade.
  • He is taking on the new national role effective immediately.

The players

Morris Baker

The outgoing President and CEO of Goodwill Industries of Tenneva, who is now taking on a national role with Goodwill Industries International.

Goodwill Industries of Tenneva

A regional Goodwill organization serving 17 counties and 2 cities in Northeast Tennessee and Southwest Virginia.

Goodwill Industries International

The national organization that oversees and supports local Goodwill chapters across the United States.

Steve Hightower

The chair of the Goodwill Tenneva board of directors.

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What they’re saying

“Morris Baker's leadership has been both transformative and deeply rooted in our community. He is taking the experience and success built here and applying it at the national and international level. We are proud of the work accomplished under his leadership and confident in the organization's strong position moving forward.”

— Steve Hightower, Chair, Goodwill Tenneva Board of Directors

“This opportunity allows me to support Goodwill organizations across the broader Goodwill network by strengthening donated goods and retail operations and developing leaders. It brings together leadership, teaching, and service in a way that fits this season of my life, while leaving Goodwill Tenneva strong, stable, and people-centered.”

— Morris Baker

What’s next

Goodwill Tenneva will now begin the process of finding a new President and CEO to lead the regional organization.

The takeaway

Morris Baker's transition to a national role with Goodwill Industries International is a testament to the success and growth of the Goodwill Tenneva organization under his leadership. His expertise will now be applied to supporting Goodwill operations across the country, while leaving the regional chapter in a strong position for the future.