The distribution industry presents vast opportunities for professionals seeking dynamic career paths with significant growth potential — made apparent by the array of expertise, industry sectors and titles represented by MDM’s 2025 Women in Distribution honorees.  

Meet MDM’s 2025 Women in Distribution

As up-and-coming leaders take prominent roles across the sector and newcomers find their entrance into the industry, they will eye opportunities. And there will be no shortage of them, explained Robin McGuire, the Chief Information Officer of Wisconsin-based commercial green industry distributor Reinders Inc. 

“Don’t underestimate the opportunities in this industry,” she told MDM. “Distribution is the backbone of commerce, and while it may not always be the first industry that comes to mind, it offers incredible career paths in leadership, technology, operations, sales and beyond. There is so much room for innovation, problem-solving and strategic impact, and we need more diverse perspectives to help shape the future of distribution.” 

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The perception of the industry may still be one dominated by men, but the landscape has been dramatically evolving, according to Sheila Hernandez, Vice President of Marketing and Supplier Relations at electrical supply distributor Summit Electric Supply, who has been in distribution for 38 years. 

 “When I began attending … industry meetings many years back, there were very few women, especially in any type of leadership role,” Hernandez shared. “It was not unusual for people to think I was someone’s wife or daughter because there were so few of us attending in a professional capacity. Today, it is exciting to see so many women in significant leadership roles in this industry. Much has changed but there is still much to be accomplished.” 

“As women, we have the unique opportunity to contribute to this mission while also paving the way for future generations.” — Competitive Choice CEO

The breadth of opportunity continues to expand as the industry transforms.  

Jerusha Coffin, the Systems Integration Manager of contact lens distributor ABB Optical Group, called the industry “vast, essential and constantly evolving,” and Aundrea Young — President and CEO of Texas-based industrial supply distributor Competitive Choice — characterized the industry as one “pivotal in shaping a more sustainable, efficient and resilient world.” 

“As women, we have the unique opportunity to contribute to this mission while also paving the way for future generations,” 25-year distribution industry veteran Young told MDM. “By embracing both your strengths and areas for growth, you will find immense fulfillment and opportunity in this field.” 

On MDM Premium: Meet MDM’s 2025 Women in Distribution

To share a bit of collective wisdom and offer an invaluable resource for the next generation, MDM asked 20 women leaders across various distribution sectors to share their advice for those considering entering the industry. Some of their insights are presented here and organized into four common themes.  

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4 Levers for Success in Distribution 

Based on the common thread throughout each woman’s best advice, the essential traits for success in distribution boil down to four levers: confidence and initiative; mentorship and networking; perspective; and commitment to growth. 

1. Build Confidence and Take Initiative 

One of the most consistent themes that emerged from the 2025 MDM Women in Distribution was the critical importance of confidence. In an industry that continues to evolve from its traditionally male-dominated roots, the courage to claim your space can make all the difference, they shared. 

“This has traditionally been a male-dominated field, but that has evolved — and it’s because more women are stepping into leadership roles, bringing fresh ideas, and proving their value in every area of the business,” Reinders’ McGuire said. Her advice is straightforward: “Embrace confidence and take up space. Don’t be afraid to speak up, ask questions and push for opportunities. Your voice and perspective are needed.” 

This sentiment was echoed by Sonia Timmons, Chief Financial Officer of MRO products distributor Vallen Distribution, who emphasizes that women shouldn’t wait until they feel completely prepared before pursuing new challenges.  

“I would encourage other women to be consistent, ask for the hard projects, don’t be afraid to use your voice and speak up respectfully,” Timmons, who has spent 18 years in distribution, said. “It is essential that you don’t wait until you feel you are 100% qualified for the next opportunity before taking a chance.” 

“Don’t be afraid to speak up, ask questions and push for opportunities. Your voice and perspective are needed.” — Reinders Inc. CIO

For those hesitant about technical aspects of the industry, Birte von Schwarzenfeld, Senior Vice President of Commercial Solutions at QXO, offers reassurance.  

“The people are very nice and welcoming and if you are willing to learn, you can pick up the technical aspects quickly,” she said. “It’s been a lot of fun.” 

While confidence is crucial, Aundrea Young, President and CEO of specialty chemical distributor Competitive Choice, points out that authentic confidence in your capabilities includes recognizing when to seek support. 

 “Don’t be afraid to admit what you don’t know and ask for help — it’s through collaboration and learning from others that we grow,” she shared. 

This balanced approach — combining self-assurance with hard work and continuous improvement — creates a foundation for lasting success.  

As Summit Electric Supply’s Hernandez puts it: “Roll up your sleeves, dig in, work hard and smart … so you earn every job/promotion because you are the best and most qualified person for it. By doing this, you will earn the credibility and respect you need to be successful not only in your current role, but in future roles as well.”

And a word of advice for those struggling from Sarah Weiss, former CEO & President of Elite Roofing Supply, who sold her business to Gulfeagle Supply in 2024: “Realize that when people gaslight you, say you are intimidating or speak over you in meetings or don’t include you in social activities, that is a reflection on their self-confidence and character, it has nothing to do with you.” 

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2. Find Mentors and Strengthen Networks 

Several of the 2025 Women in Distribution Honorees are connected to various trade associations and women-specific cohorts which hold events to build professional networks, offer support and provide career resources. Some, like SRS Chief Information Officer and Senior Vice President of IT Sonya Wells, also lead employee resource groups at their companies and advise leaders to not only build relationships across the organization, but also with the customer base. 

Below is a (not exhaustive) list of some of the organizations the 2025 Women in Distribution are a part of:

• American Supply Association (ASA) Women in Industry group  
• Industrial Supply Association (ISA) Women in Industry  
• Women in HVACR  
• National Women in Roofing 
• Empowering Women Mentor Program

For Jenna Hoertz, Director of Strategic Initiatives and Project Management at APR Supply Co., she notes that the industry “offers exceptional opportunities for professional development. While traditionally male-dominated, this creates significant advancement potential for women, along with a supportive community of female professionals who actively champion one another.” 

Other comments:  

• “So much of my career has been driven by the strong women I am surrounded by. Being around other women who support your goals and encourage your successes has been so impactful in feeling confident in my role and with my place at the table. It is also important to be that advocate for those who come after you to encourage others in the same way that you once were.” — Kathryn Poehling Seymour, CEO & President of First Supply
• “Seek out strong mentors who see your talent and potential and who root for you. And do the same for another person, be the mentor who helps the next generation within the industry.” — Sarah Weiss, former CEO & President of Elite Roofing Supply
• “Surround yourself with mentors, peers and industry connections who can support you, offer guidance and help you grow. Find those spaces, lean into continuous learning, and know that you belong in this industry just as much as anyone else.” — Robin McGuire, CIO of Reinders 

3. Embrace Your Perspective 

One sentiment rang true for several honorees: Don’t forget that your point-of-view and differences are your superpower. 

“Do not hesitate! Women are some of the most successful sellers I have worked with due to their mindfulness, their ability to listen for understanding, and build collaboration amongst their resources,” explained Melissa Shute, a 37-year veteran of distribution and the Director of Regional Sales at MSC Industrial Supply. “They have a genuine desire to problem solve and lift others up along the way. Industrial distribution is always interesting, challenging and has vast opportunities to gain experience and grow.”

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Similar comments made by other honorees:

• “Be committed to your beliefs and don’t be afraid to speak out when your opinion differs from the room.” — Lauren Lanter, Co-CEO at B&D Industrial. 
• “Embrace your minority as your superpower. This is an industry where women can amplify our impact and bring a much-needed different perspective.” — Katy Vu, CFO of Bunzl North America

4. Commit to Growth and Excellence 

In the fast-evolving distribution industry, a commitment to continuous professional development and excellence emerges as a defining factor for long-term success.  

For Melissa Gordon, President and CEO of beverage distributor MGX Beverage Group, growth requires embracing rather than avoiding challenges.  

“Remind yourself often to embrace discomfort and look at challenges as opportunities for growth,” the 29-year industry veteran told MDM. “Don’t shy away from setbacks — lean into them as opportunities to learn and transform.”  

“Remind yourself often to embrace discomfort and look at challenges as opportunities for growth.” — MGX Beverage Group CEO

Coffin of ABB Optical Group, agreed: “I encourage women to embrace advancements in technology, develop their leadership skills and foster a strong network. Additionally, continually deepening their industry knowledge will distinguish them and position them for success.” 

Teesee Murray, Group President of Turtle and 25-year industry veteran, offers a comprehensive approach to professional growth centered on delivering exceptional value.  

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“Build your story. Focus on being a stellar contributor, going above and beyond working with your team to deliver outcomes that benefit your company. It will ultimately benefit you too,” she said. “Be curious and learn what’s new. It may seem intimidating at first. Create support network with others who also want to learn, be a great team player and ask for a sponsor who will recognize your efforts to facilitate your development.”

The willingness to learn is key in an ever-changing industry like distribution. The biggest piece of advice from Nichole Leonard, a sales executive at foodservice and JanSan distributor Leonard Paper Company, is patience.

“There’s a learning curve due to the sheer number of products in the industry, but I’ve found that staying true to my core values and consistently selling with integrity leads to incredibly loyal customers and long-lasting relationships,” said the 13-year industry veteran.

Collective Wisdom

Combined, the insight from these leaders reveals that excellence in distribution isn’t about avoiding mistakes or playing it safe, but rather consistently pushing beyond comfort zones, acquiring new skills and building a reputation for exceptional contribution.  

Recognition at SHIFT 

We are excited to recognize these honorees at MDM’s marquee event of the year, SHIFT, to be held May 13-15 in Denver. There, we will host a Women in Distribution forum on the night of May 14, emceed by one of our 2021 honorees, Allie Copeland of ADI Global Distribution, with special guest Teesee Murray. Pre-registration is required and is done when registering for SHIFT. Please direct any questions on the forum to [email protected].