Ladies of Collision: Danica Williams, Sherwin-Williams
by Alana Quartuccio
When ABAT’s Jill Tuggle first suggested a regular feature dedicated solely to the ladies of the collision industry, the Texas Automotive team jumped at the chance to highlight the many females who make the Lone Star State’s auto body world shine. Our list of ladies to profile just grows and grows, clearly proving there is no shortage of women in collision repair. This month, we sat down with Danica Williams, who got her start in a body shop and is now a strategic account manager for Sherwin-Williams.
Texas Automotive: How did you get into this industry? What role do you play?
Danica M. Williams: Over a decade ago, I stepped into the collision repair industry, unsure of my long-term path, fresh out of college with a business degree and a willingness to learn. My journey began in Abilene, where I took a customer service role at a local body shop. What started as an entry-level position quickly evolved – within six months, I was helping support an expansion into West Texas and moving into estimating, a role I taught myself through hands-on experience. As the business grew, so did my responsibilities. In Lubbock, I wore many hats: CSR, estimator, office manager and even parts coordinator. I learned every side of the shop, eventually stepping into a production management role after we were acquired by Gerber Collision. I later took the reins as general manager and led our team through a period of transition and growth. But life changed when I became a parent. Long hours in the shop no longer aligned with the balance I wanted at home. That’s when Sherwin-Williams approached me with a new opportunity – a chance to bring my industry knowledge into a sales role. After a year and a half on the sales team, I transitioned again, this time into a national role. Today, I serve as a strategic account manager, partnering with Caliber Collision and helping drive performance and relationships on a much broader scale. My story is one of adaptability, self-driven growth and a deep understanding of this industry from the ground up.
TXA: What are some of the biggest challenges women in the industry face?
DW: Working my way up in the collision repair industry wasn’t just about learning the business; it was also about challenging deeply rooted perceptions. Early on, I encountered customers who assumed I wasn’t in charge, often asking to speak to ‘the man in charge,’ despite my role as the manager. Inside the shop, it wasn’t much different. I had to prove myself to colleagues who questioned my authority simply because I didn’t fit the traditional mold. One of the toughest moments came when a colleague told me, bluntly, that while he liked me as a person, he didn’t believe I belonged in a leadership role. He openly admitted he wouldn’t respect me as a manager. That was a defining moment. Rather than back down, I stayed committed, focused on performance and let my work speak for itself. It took several months, but eventually, I earned his respect and that of the team. What helped tremendously was my hands-on experience in every part of the shop, including my time as production manager at Gerber Collision. Knowing the back-end processes, understanding the pressure of timelines and working side-by-side with techs allowed me to build credibility the right way through action. That experience shaped my leadership style and made me stronger, more empathetic and more driven than ever to lead with purpose.
TXA: What about this industry do you love the most?
DW: Once I found my footing in the body shop and eventually stepped into the role of general manager, I genuinely didn’t think I’d ever leave. I loved the environment: the fast pace, the sense of accomplishment when a job was completed and the pride that came with turning chaos into order. There’s something incredibly satisfying about watching a vehicle go from wrecked to restored, knowing you helped make that happen. What surprised me most was how much I came to enjoy the atmosphere. I never minded being one of the few women in the shop. If anything, I learned to navigate and even laugh at the occasional shop-floor drama (honestly, sometimes the guys have more of it than the women!). But beneath all that, I found real camaraderie and connection. This industry turned out to be far more rewarding than I ever expected. The relationships I’ve built, both in the shop and now in my national role, are what make it meaningful. Today, I’m fortunate to be part of an incredible team that truly collaborates. We challenge and support each other in all the right ways, and to me, that is the best part of the job.
TXA: What’s life like outside the body shop? Do you have any interesting hobbies?
DW: When I’m not working, I’m usually chasing my two-year-old son around – my full-time adventure buddy. He loves being outdoors, especially out at my mom’s place where he’s completely in his element. We spend weekends riding four-wheelers, checking on the cows, feeding the chickens and just soaking up the simple joys of farm life. It’s become a special kind of escape for both of us. Beyond that, I love hunting, fishing, traveling and spending quality time with friends and family.
TXA: What encouraging words would you give to other women interested in entering the world of collision?
DW: Don’t give up!! Keep pushing toward what you truly want. A career in this industry is absolutely worth it. What surprised me most is how many women are out there doing incredible things in this space. Organizations like the Women’s Industry Network (WIN) opened my eyes and reminded me that I’m not alone, and there’s a growing community of strong, capable women building their careers in collision repair and beyond. It’s not impossible. There are many paths to get where you want to go; you just have to be confident, persistent and willing to prove your knowledge and capability. Don’t wait for permission. Show up, speak up and lead like you belong, because you absolutely do!
Want more? Check out the July 2025 issue of Texas Automotive!
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