Joanna Cooper first tried real estate after graduating from college. But by staying flexible and open to opportunities, she eventually found her way to Daimler Truck North America, where she was promoted in 2022 to general manager of the organization’s manufacturing plant in Mount Holly, North Carolina, home of Freightliner M2 and SD model production.

Cooper has been with the Portland, Oregon-based company for nearly two decades, having first served as a production buyer at Detroit Diesel Corp. She has since held successive roles of increasing responsibility, including general purchasing agent in Stuttgart, Germany, and program manager and assembly business unit manager for Detroit Diesel.

Cooper talks with Women Leaders Connect about her path to success in a male-dominated world, her “natural competitiveness” and why it’s important to find joy in your work.

Tell us about your career journey and what led you in this particular direction.

My career journey is one rooted in resilience, adaptability and the power of saying “yes.” I’m proud to hail from Detroit, where my parents instilled the values of hard work, exposure and opportunity.

After earning my bachelor’s and master’s degrees in business from the University of Detroit Mercy—and captaining a Division I basketball team—I initially pursued entrepreneurship in real estate. When that path ended during the economic downturn, I pivoted. A recruiter’s call introduced me to Detroit Diesel, a Daimler Truck subsidiary, where I began my career in 2008 as an associate buyer.

I embraced every opportunity to learn and grow, advancing through increasingly complex roles in purchasing, program management and manufacturing operations. My journey also included a transformative three-year expatriate assignment in Germany, which broadened my global perspective and leadership approach.

Along the way, I leaned into mentorship, self-development and my passion for building high-performing teams. Today, as general manager of Daimler Truck North America’s Mount Holly plant, I lead a high-volume, medium-duty truck manufacturing operation with purpose: “I build people who build trucks.”

You were recently renamed to the board of directors for the Women in Manufacturing Association (WiM). Tell us about some of your group’s current initiatives.

I’m honored to serve on the Executive Committee of the Women in Manufacturing Association’s board of directors, an organization dedicated to supporting, promoting and inspiring women in the industry. This year, we focus on attracting and retaining top talent, developing future leaders and deepening member engagement.

We’ve expanded signature programs like Empowering Women in Production, the Management Development Program and the Leadership Institute for Women in STEM & Manufacturing. Our International Women’s Network continues to grow, with events in Canada, France, the UK and Mexico—bringing women together for keynotes, factory tours and meaningful connections.

As chair of the Membership Committee, I’m committed to expanding our community, enhancing engagement and leveraging data to deliver targeted resources. This year is an exciting milestone as WiM celebrates 15 years of providing powerful, proven support to women and men across the industry and the companies that champion them.

You are often asked to speak at many leadership conferences. What topics are you most passionate about?

I love talking about the power of saying “yes”—it’s been such a game-changer in my own life and career. So often, we’re afraid of stepping into the unknown, but those moments usually lead to the biggest growth. Whether I’m encouraging women to explore opportunities in manufacturing or helping leaders create more engaged teams, I always circle back to purpose. If you can connect what you’re doing to why you’re doing it, you’re going to have an impact.

I also get really energized discussing how to take a vision and turn it into action. It’s one thing to have big ideas—it’s another to actually bring them to life. As a natural competitor, I enjoy sharing strategies around organizational transformation: how leaders can drive culture shifts and operational excellence in a way that’s sustainable.

Lately, I’ve been diving into how digital tools and AI are reshaping manufacturing. The future is here, and it’s exciting to help people see what’s possible.

What advice do you have for aspiring young women professionals in the manufacturing industry?

First and foremost, say yes. Even if it’s a little uncomfortable—especially if it’s uncomfortable! Those yeses open doors you didn’t even know were there. My career is living proof of that.

Second, build your network early. And I don’t just mean collecting business cards or adding LinkedIn connections. Really get to know people inside and outside your company. Your network can be your biggest support system and source of new opportunities.

And stay curious! I can’t emphasize that enough. Curiosity will keep you learning, growing and innovating in a constantly evolving industry.

Lastly, be courageous. Advocate for yourself, take the lead when you see the chance, and don’t be afraid to challenge the status quo. You have a seat at the table—own it.