Colleen Keyworth

I attribute my success to being naturally outgoing, relationship-driven, and committed to creating meaningful connections. I have never been hesitant to introduce myself, build new relationships, or bring people together, and I believe that collaboration creates opportunities for everyone involved. Rather than limiting myself to one segment of the industry, I have always taken a broad perspective, recognizing the value of connecting contractors, manufacturers, wholesalers, and other stakeholders. By breaking down traditional boundaries, fostering inclusive networks, and maintaining a genuine interest in helping others succeed, I have built strong partnerships and earned the trust that has been instrumental in my professional growth.

The best career advice I’ve ever received is to “work until you no longer have to introduce yourself,” which has guided me to focus on consistency, impact, and building a reputation through results rather than words. It’s a reminder that sustained effort and credibility eventually speak for themselves in any industry. Another important lesson that has shaped my approach is to always ask, “Would you rather be right or would you rather be successful?”—which emphasizes the value of collaboration, adaptability, and prioritizing outcomes over ego. Together, these principles have helped me stay focused on long-term growth, strong relationships, and meaningful professional success.

I would advise young women entering the industry to focus on building a strong professional network early and actively seek out mentors who can provide guidance, perspective, and support throughout their careers. Don’t hesitate to reach out to people you respect most professionals are more open to connecting than you might expect, and those relationships can open meaningful opportunities over time. It’s also important to stay inclusive in your approach to relationships across the industry; advocates and supporters can come from many backgrounds, and building connections broadly strengthens both individual growth and overall retention in the field.

The biggest challenge and opportunity in the field right now is the rapid evolution of AI and how it is reshaping consumer behavior, digital marketing strategies, and the way contractors and businesses access information and education. As a digital agency, this requires staying highly adaptive—continuously learning, testing new tools, and evolving service offerings to remain relevant in a fast-moving environment. At the same time, there is a strong opportunity to use automation to improve efficiency, streamline workflows, and enhance client outcomes, while being intentional about how technology is integrated so it supports teams rather than replacing them. The organizations that succeed will be those that balance innovation with human expertise and continue to invest in educating and empowering their clients.

The most important value in my work and personal life is inclusion in its fullest sense—making sure people feel welcomed, seen, and meaningfully connected. I place a strong emphasis on building networks and fostering environments where no one feels isolated or left out, because connection directly impacts engagement, trust, and long-term success. In industries that are often predominantly male, I see inclusion not just as a principle but as a practical driver of retention, collaboration, and healthier workplace culture. Ultimately, I strive to create spaces where diverse perspectives are valued, and everyone has the opportunity to contribute and thrive.