Dominique Herring, MBA, CSM

As a Senior Market Manager, I lead a team of sales managers and retail merchandising associates across five operating companies. I’m responsible for developing and executing market-level store strategies, coaching field leaders, and partnering with brands to deliver programs that drive share growth and product velocity at retail. My days are a blend of strategic and hands-on work—analyzing performance, setting priorities, providing my team with the tools and insights they need, and spending time in the field to coach execution, refine displays, and close operational gaps in real time. Most notable achievements I’m proud to have been recognized with the 2024 Top Women in Convenience Award for my mentorship and cross-organizational impact. I’ve also consistently elevated program compliance and sales performance through intentional coaching, stronger market planning, and a focus on team development that empowers leaders to deliver results with excellence.

I’ve been fortunate to have multiple mentors throughout my career—senior leaders and peer coaches—who have challenged my thinking, encouraged me to use my voice early, and demonstrated how to develop others while driving results. Their guidance taught me that true leadership is about balancing performance with people—investing in growth, creating space for new ideas, and leading with both accountability and empathy.

Own your path early. Don’t wait for opportunities to be handed to you—seek them out. Ask for the challenging assignments, build relationships with mentors who will both guide and challenge you, and take the time to truly understand the numbers and the store. Most importantly, invest in developing others along the way. That’s how you expand your influence, strengthen your leadership, and create lasting impact in your career.

The industry is evolving quickly, and with that comes both challenges and opportunities. Market competition is intense, with multiple players across tobacco, vapor, cigar, and oral nicotine pouch categories—all operating with distinct pricing and promotional strategies. At the same time, rapid shifts in consumer preferences and ongoing regulatory changes make it difficult to maintain consistency and long-term strategy. Amid this complexity, one of the greatest opportunities lies in talent development—ensuring every team member feels supported, mentored, and empowered to grow while continuing to deliver measurable business results.

People-first leadership is at the core of everything I do—I believe in investing in others and leading with empathy and accountability. I value disciplined market planning and a commitment to continuous learning, staying coachable and curious, including embracing new technologies like AI to stay ahead of change. Strong time management is also essential, especially as a mom of six—it allows me to show up fully, both at work and at home, with focus, balance, and purpose.