Cheryl A. Lee, CEO and Founder of RocaBella Brands & RocaBella Gives

VP of Captain Mark Lee Fund
Widow of 9/11 First Responder Captain Mark V. Lee Sr.

RocaBella Brands is dedicated to building a better tomorrow with a hands-on approach. We are committed to supporting the widows and children of fallen first responders through our 501(c)(3) nonprofit charity organization, RocaBella Gives, and internationally through RocaBella Gives International.

Born and raised in Jersey City, New Jersey, Cheryl and her late husband Mark have three children: Jennifer, Christina, and Mark Jr., and four grandchildren: Sebastian, Demetria, Logan, and Frankie.

Cheryl is an advocate for all! She has dedicated her life to supporting those less fortunate and truly enjoys volunteering her time, energy, and networking abilities to help young children, impoverished women, burn victims, families of fallen firefighters, first responders, and cancer research.

In 2014, Cheryl’s husband, Captain Mark V. Lee of the Jersey City Fire Department, passed away as a heroic 9/11 First Responder. After 30 years of organizing the Captain Mark Lee Fund, it was renamed in his honor. Cheryl and her son, Captain Mark V. Lee Jr., also a Jersey City Fire Captain, took over the management of The Jersey City Fire Department Captain Mark V. Lee Sr. Christmas Fund Drive. In the last six years, they have expanded its reach tenfold, serving over 8,000 children and families across several communities in New Jersey.

Cheryl and her son, Captain Mark Lee Jr., have received several awards and recognition for their service and dedication to the Exempt Firemen of Jersey City, New Jersey Firefighters Reliefs, and Jersey City Firefighters Distress Fund. Each year, a special humanitarian plaque is issued to a firefighter in honor of Captain Lee.

In 2024, Cheryl partnered with The Jersey City Firefighters Foundation to establish a College Scholarship Fund for firefighters' children in honor of Captain Lee. There is also a Hudson Catholic High School Scholarship Fund in Jersey City for students in honor of Captain Lee.

It is said that if you ever want to see the face of strength, look no further than the widow of a firefighter. There you will see faith, courage, and strength. In her continued dedication to her husband’s legacy, in 2014, Cheryl teamed up with the American Cancer Fund and began the Mark V. Lee Sr. Memorial Fund with an annual 5K Walk/Run in his honor each May in Liberty State Park, where all proceeds go to cancer research. Cheryl is also dedicated to the 9/11 Friends and Family Committee.

Cheryl was a Board Committee Member for the Greater Bergen Action Community in Jersey City, where she served as a Community Representative. She volunteered her time at several schools in Jersey City with their special needs population. She continues to serve the community with much-needed resources.

In May 2015, Cheryl started a Fallen Firefighters’ Widows Support Group.

In 2016, she was awarded the Lois A. Braithwaite Community Advocacy Award for Outstanding Women Leaders. Cheryl works closely with the Jersey Fire Department Distress Fund and The Jersey City Fire Department Reliefs Organizations to support fallen firefighters and their families in need of financial assistance.

In 2024, Cheryl and The Jersey Fire Foundation collaborated on a College Scholarship Fund for firefighters' children in honor of her husband, Captain Mark V. Lee Sr.

For Cheryl, the journey is never-ending. She constantly seeks to do more to support and advocate for others. In 2019, with an eye to the clouds, she founded the award-winning RocaBella Brands. Proceeds from the products go to supporting first responder families. With the launch of RocaBella Brands came the launch of the RocaBella Gives Nonprofit Charity Organization.

The long-range mission of RocaBella Gives is dedicated to advocating for and supporting children in need: autistic children, children with cancer, or impoverished children around the state, the nation, and the world!

In 2019, Cheryl partnered with Compel America, a foundation whose mission is to Stand Up to Bullying! During the pandemic, Cheryl provided meals to hospitals and nursing homes throughout several counties in New Jersey. She also donated masks and gloves to the elderly in need.

Cheryl continues to provide holiday food baskets and food gift cards to churches and families in need during the holidays.

For the past several years, Cheryl has traveled internationally across Ghana, Africa, to feed and provide assistance to the poorest families in the villages. With the help of her international charity partner Nana Boateng Sarkodie, she continues to provide much-needed assistance to the poorest communities, schools, youth community organizations, and orphans affected by poverty. She spends time with the elderly, disabled children, schoolchildren, young moms, and their children, who have hopes of a better education and life. She has traveled through several African regions, meeting young athletes who are dedicated and passionate about fulfilling their dreams of one day becoming professional athletes.

Cheryl met with the Ghana Fire Department in hopes of getting them support for proper fire safety equipment and upgrading their broken-down fire trucks.

In 2024/2025, Cheryl looks forward to continuing her work and projects.

In the Spring of 2021, Cheryl was featured in P.O.W.E.R. Magazine and received an award from the Professional Organization of Women of Excellence Recognized.

On April 3, 2022, at the Festival of Song USA, Cheryl received the Silvana Romania “Making A Difference” Community Award in recognition of her loyal dedication and service to families in need.

In January 2023, Cheryl was featured on the first cover of Trust Your Transformation Magazine.

In June 2024, Cheryl partnered with We Water Energy as a National and International Ambassador for Clean Water and Hydrogen Generators.