Pioneering Safety: Holly Woonton’s Journey to Transform SME® Safety Culture
SME® | Published on March 4, 2025
Meet Holly Woonton, SME’s New Director of Safety.
In the construction industry, where each project demands precision, keen attention to conditions, the actions of ourselves and others, and unfaltering safety standards, Holly Woonton has emerged as a true leader who has a sincere passion for safety. SME is thrilled to welcome Holly as the new Director of Safety. Her significant experience and perspective acquired from a diversified background will further help prioritize and elevate SME’s safety culture to be best in class.
Holly’s commitment to excellence and her proactive approach to safety are already advancing SME’s journey towards becoming a leading organization in safety culture. She emphasizes that “Safety is a journey where we continually work towards zero incidents. And because the industry is continuously changing, there will always be more work to do.”
Holly’s career in safety began with a sincere interest in safeguarding the people she worked with and elevating operational standards across several companies. With broad operational and leadership experience across multiple industries, including automotive, construction, landscaping, aviation, and business to business services, she has consistently demonstrated her capacity to lead, innovate, and push boundaries. In her previous roles, Holly spearheaded safety initiatives and achieved significant safety accolades, such as OSHA’s VPP Star. The VPP Star is OSHA’s highest level of recognition awarded to employers and employees who demonstrate exemplary achievement in the prevention and control of occupational safety and health hazards. Holly’s career has been a testament to organic growth, highlighting the increasing promotion of women to leadership roles at SME.
Holly’s career is imbued with resilience. As the first woman in her family to attend college, she has continuously broken barriers. Her career was shaped by superiors who instilled confidence in her and provided opportunities that served as gateways to success. Despite facing early bias in her career, Holly’s tenacity and the recognition of her value by other leaders enabled her to transcend these challenges.
Holly credits her upbringing, which taught her how to advocate for herself and understand the validity of her own wants and needs. “My family was empowering, but because I did all the ‘boy stuff’, they also didn’t always know what to do with me,” Holly shares. “If I could talk to younger self, I would tell her, ‘Women can do anything. Don’t be afraid to take a seat at the table – you belong there.’”
When Holly began her tenure at SME, she immediately stepped into her role with great motivation, a lot of fresh ideas, and a genuine desire to build SME’s already strong safety culture into a best-in-class culture. She was excited at the immediate outpouring of support. The leadership ethos at SME was instrumental in her transition and ability to get right to work. She shared those colleagues across the organization, from our field technicians to the CEO, Mark Kramer, extended their support, frequently checking in on her and ensuring she had the necessary resources and assistance to succeed. This nurturing environment not only made Holly feel valued but also underscored SME’s commitment to fostering a culture of safety and inclusivity.
Holly began her work at SME by advocating for a substantial investment in best-in-class safety equipment. Recognizing the significance of providing superior protective gear, she advocated for and secured a $40,000 investment in best-in-class safety helmets and hard hats and worked to make sure they were tailored to all the team members and use cases. This initiative not only enhances the safety of SME’s Team Members but also demonstrated the company’s dedication to prioritizing Team Member experience. Lou Northouse, PE, SME’s Director of Regional Operations noted “Holly’s positive impact on SME has been unparalleled, making significant contributions more rapidly than any other colleague I’ve worked with in my 27-year career at SME. And throughout her efforts of enhancing our Safety Program, she’s shown great respect for our treasured history and culture.”
Holly’s leadership approach prioritizes seeking to understand others’ perspectives and practicing empathy. She prioritizes getting out in the field and spending time with Team Members, carefully observing and listening to their concerns and understanding their challenges. This hands-on methodology enables her to make informed decisions that genuinely benefit the SME Team. Her ability to connect with individuals and build trust has driven positive change within the company. Holly’s approach to safety is collaborative and inclusive. She advocates for understanding and partnership, posing questions like, “How can I partner with you?” as the foundation for lasting improvements to safety.
As a trailblazer in the construction industry, Holly understands the unique challenges and opportunities her position entails. She understands the historical difficulties women have faced in predominantly male-oriented fields like engineering, construction, and safety, and actively supports initiatives that promote greater inclusion of women at SME.
Holly emphasizes the importance of seizing opportunities and maintaining self-confidence. She is inspired by Sir Richard Branson’s quote, “If someone offers you an amazing opportunity but you’re not sure you can do it, say yes and then learn how to do it later.” This philosophy encourages women in all fields to trust in their own abilities as much as others do. Mentorship is another key element in Holly’s career; she cherishes the guidance she received from her former leaders and is committed to offering the same support to others. Holly’s journey is a powerful reminder that women can achieve anything they set their minds to. She advocates for giving women opportunities to “get their hands dirty” and learn from their experiences, empowering them to determine their own paths.
Transitioning seamlessly from her role as a safety advocate to SME’s Director of Safety, Holly exemplifies the balance between a demanding career and a fulfilling personal life. Beyond her professional successes, she finds joy and tranquility as an alpaca farmer. Her ability to balance the rigors of her career with her personal passions is a testament to her lifelong desire to learn and her commitment to excellence.
Holly’s impact on SME is just beginning to be realized. Her vision for a safer, more inclusive industry continues to inspire those around her. As she leads SME towards becoming an organization with best-in-class safety, Holly remains an example of what can be achieved through the willingness to put yourself out there, try something new, always be open to learning, and expecting nothing less than excellence.