President & CEO | Allied Electric Sign & Awning

Monica Millard Collard is the president and CEO of Allied Electric Sign & Awning Co. (Allied), a construction business she started with her father over 30 years ago. Today, the enterprise is over 100 employees strong and is a mainstay of the Mountain West region for business signage and development.

In addition to exceeding industry standards when it comes to revenue (typical account executives see sales in the $2 million range, while she consistently brings in $4 million annually), Collard is committed to employment diversification. Today, Allied hires individuals from all walks of life, regardless of race, gender or past experience. Many of the company’s team members have been given a second chance and are now transforming their lives for the better as a result of Collard’s belief that, once a debt to society has been paid, individuals need to get back to work.

When asked about what has contributed most significantly to Allied’s success, Collard cites her team. “Treating each employee with respect regardless of their role [and] showing them you genuinely care about the work they do” is, in Collard’s words, what makes her company game-changing. 

However, Allied has seen its own fair share of adversity. In 2022, a fire destroyed its primary manufacturing facility, leaving the company in disarray. 

“I was devastated and emotional but determined to not let [the fire] destroy me or my company,” Collard says. “We all rallied and set up shop in the parking lot. My team was amazing and adaptable to the crazy situation we put them in. There was real love and support from the team. I knew they truly cared about me and Allied.” 

That unshakeable faith and effort demonstrated by Collard’s team paid off. Two months later, the company saw its most productive month in history. 

Aside from running one of the most successful companies in her industry, Collard prioritizes giving back. On top of being the longest-tenured commissioner at the Sandy Planning Commission, Collard also serves on the KeyBank advisory council and is a member of the Real Salt Lake advisory board.

When asked what her advice is for women in male-dominated industries, Collard emphasizes the importance of self-determination. “Take risks! Stretch yourself. Keep your eye on the prize. Always set goals for yourself—little ones and more challenging ones. Keep adding to them. Never stop learning or being open to input from others. Listen to good books (more than once). Stand up for yourself and others. You don’t know what you don’t know, so ask a lot of questions and figure it out. Don’t worry about your competitors. Decide what type of leader you want to be and stick with it.”

Connect with Monica on LinkedIn.