Dena Corr, PHR, SHRM-CP, SHRM-PMQ
Dena Corr, PHR, SHRM-CP, SHRM-PMQ, is the Vice President of Human Resources at Checkered Flag Auto Group, bringing nearly 40 years of experience in human resources. She has been in the HR field since 1988, driven by a desire to help others, make a difference, and support people in finding their potential while building confidence. In her current role, she leads the people strategy across 10 dealerships, overseeing talent acquisition and development, benefits and compensation, leadership coaching, and all aspects of HR operations. Dena works closely with leaders to enhance the employee experience and foster a culture where individuals and the organization can thrive.
Over the course of her career, Dena has held senior HR leadership roles at Bauer Compressors Inc. and Dollar Tree Stores, gaining extensive experience in performance management, HRIS administration, succession planning, organizational change, and employee relations. She has served as a VP for approximately eight years and has spent nearly four years driving HR strategy in the retail automotive industry. One of her most notable achievements at Checkered Flag is the launch of a technician apprenticeship program, which cultivates talent from within while bringing in students pursuing automotive education. Despite entering a male-dominated field without an automotive background, Dena has leveraged her decades of HR experience to build strong relationships and trusted partnerships.
Beyond her professional accomplishments, Dena is deeply committed to mentoring, volunteerism, and community engagement. She serves as Campaign Chair for the United Way of South Hampton Roads and as a board member for Girls on the Run Hampton Roads. Dena earned her Master of Arts in Organizational Leadership, Coaching, and Mentoring from Regent University and her Bachelor of Science in Business Administration from Old Dominion University. Certified as a PHR, SHRM-CP, and SHRM People Manager Qualification holder, she is motivated by service to others and strives to create better experiences for employees, leaders, and communities alike.
• SHRM-CP
• People Manager Qualification (PMQ)
• Professional in Human Resources (PHR)
• Old Dominion University - BSBA
• Regent University - MA, in Organizational Leadership, Coaching and Mentoring
• Inside Business Woman in Business Honoree (December 2024)
• SHRM (Society for Human Resource Management)
• Hampton Roads SHRM
• United Way of Hampton Roads
• Girls on the Run Hampton Roads
• Hampton Roads Society for Human Resource Management
What do you attribute your success to?
I attribute my success to my mom, who was my role model. Watching how she cared for others, not just in our family but externally, and seeing how she demonstrates compassion and kindness and always takes the high road has been incredibly influential. Just seeing her in action and learning from her when I got into this field, and even through today, I think about how do I carry that forward? How do I make a difference in people's lives? I do this through mentoring several females in our company and outside of work as well, helping them find their voice and just grow and develop. My mom showed me what it means to truly care for others, and that's what drives everything I do.
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is to find my voice, use it, and trust it. Early in my career, I realized that confidence in expressing my ideas, advocating for my team, and sharing my perspective was just as important as technical skills or experience. Embracing my voice has allowed me to build stronger relationships, influence positive change, and take on leadership opportunities with clarity and purpose. I’ve learned that when you trust your own judgment and communicate with authenticity, it not only advances your career but also inspires and empowers those around you.
What advice would you give to young women entering your industry?
I would tell young women entering this industry to have the courage to speak up and be confident. Don't just go along with things - use your voice to influence change and don't wait for permission. Lean on your experience and knowledge, and trust yourself. It's so important to find your voice and actually use it, especially in male-dominated fields like automotive. You have a seat at the table for a reason, so make sure you speak up and let your expertise be heard.
What are the biggest challenges or opportunities in your field right now?
The biggest challenges in my field are, first, dealing with people and their emotions. People have experiences, they have a lot going on in life, and we're in a challenging environment from that regard. You don't always know what people are dealing with outside of work. The other major challenge is being a female in the automotive field. This is a male-dominated field, so coming in without an automotive background has been difficult. But I've been able to show that I have almost 30 years of HR experience, and I've put that to work by building relationships and partnerships. Those have been the main challenges I've faced in the last 4 years.
What values are most important to you in your work and personal life?
Honesty, integrity, and kindness are the values most important to me in both my work and personal life. I want people to know these qualities when they interact with me and when they work with me. It shows up in how I carry myself and how I interact with others, and I want them to see that I'm genuine. I just want to help people be better, so my work creates a better experience for everyone. I'm motivated by service to others and contributing to their growth and success.