Paving an Unexpected Path: Melissa Cole’s Journey into the Asphalt Industry

Paving an Unexpected Path: Melissa Cole’s Journey into the Asphalt Industry

In an era where unconventional career paths are increasingly celebrated, the story of Melissa Cole’s entry into the asphalt industry stands out as a testament to the power of adaptability and open-mindedness. Once an educator with a master’s degree in organizational leadership, her journey into this traditionally male-dominated field began in unexpected ways.

If you had told young Melissa at the age of 15, or even 35, that she would be working in the asphalt industry, she probably would have laughed. Melissa spent ten years in the education sector, serving as a school principal, “I loved the work but quickly realized that the role was consuming every ounce of my time and energy, especially with young children at home”, she said.  Burnout felt inevitable, so she made the difficult decision to change course, and transitioned to a corporate environment working for a bank that owned a risk management firm. Here, she developed skills in customer service, relationship building, and sales; all qualities that would later serve her well in her new industry.

Her path took a significant turn when Palmetto Corp, a client of her firm, reached out to her for a business development role. Initially, it felt like a logical progression, aligning with her experience. However, Shawn Godwin, Palmetto Corporation’s CEO, had a different vision. He made it clear he wasn’t looking for someone who had grown up in the industry. In fact, he preferred someone who hadn't. He wanted a fresh perspective, someone to ask, “Why are we doing it this way?” and “Is there a better way?” He understood that the industry was changing, and he wanted to ensure that Palmetto Corp evolved along with it. That mindset laid the groundwork for her growth within the company.

Melissa dove into business development, spending time on job sites, learning the ropes, understanding the operations. “I quickly realized how much I enjoyed the work” she said, “especially the field side and supporting the team.”  Eventually, after a company-wide restructuring and expansion, Melissa was asked to consider an operations role; she explained “That conversation led to my current position as Business Unit Leader, a role I took on in 2022. I can honestly say I’ve never loved a job more. The people, the work, the purpose - it’s incredibly fulfilling. And I’m fully aware that not many asphalt companies would have had the mindset, culture and vision to place someone with my background in this role. I’m deeply grateful to the leaders who saw potential beyond the resume and created space for me to grow.” 

Encouraging Women in the Industry

Melissa notes that it’s important to acknowledge that while women supporting women is vital, Melissa says her journey was shaped in large part by men who mentored her, advocated for her, and opened doors she wouldn’t have known existed. “That’s why I love what Women of Asphalt stands for: it’s not exclusive to women. It’s inclusive, recognizing the importance of collective support and collaboration.”

Traditionally, women in construction are often channeled into roles in HR, safety, or business development.  Melissa explains “I can’t tell you how many times I’ve walked onto a job site and been asked if I was with HR or safety. It never occurs to them that I might be on the operations side. That’s why representation matters. Women need to know there’s more out there, and that they belong in roles that shape strategy, lead teams, and drive change. Melissa says, “But it can be intimidating, especially for someone coming from a completely different background. For me, it took mentors saying, ‘Come on, let’s visit this job site,’ to help me get comfortable. Sometimes just showing up is half the battle.”

Finding Balance

Outside of work, her life is rooted in family. With a 23-year-old daughter and a 21-year-old son attending the University of South Carolina, she cherishes spending time with them. Whether it's renovating her daughter’s home or engaging in various activities like reading or spending time on the water, family remains a cornerstone of her life.

Pathways to Leadership

Melissa tells the women looking to grow in this industry, “my advice is simple but essential: be self-aware. Don’t just say, I want something different, instead, understand your skill set, and articulate how and where you can make an impact. That kind of clarity opens doors.”

Too often, companies promote great individual performers into leadership roles without considering whether they have the skill set to lead. She understands that “being a strong operator or top salesperson doesn’t automatically make someone a good manager. Leadership is about people, about solving problems, about building strong, cohesive teams. My prior experiences, both in education and corporate risk management, taught me how to lead people effectively.”

Creating awareness about career opportunities in the asphalt industry is vital to attracting more women. Melissa suggests initiatives such as establishing educational groups in high schools to inform young women about the diverse roles available in construction and asphalt; beyond the traditional pathways.

Opening Doors: Sparking Interest in the Next Generation

When we asked Melissa what she thought was the biggest challenge for women in this industry, she responded: “Awareness. Most women (and young people in general) don’t even know what career paths exist in construction beyond the traditional ones. I would love to see more industry-focused outreach at the high school level, perhaps through local chapters of organizations like CAGC, where we can educate students about the real opportunities in our field.”

Even the women already in the industry may not know the full range of possibilities. “That’s a gap we can all help close.” Melissa says, “the industry doesn’t just need women, it needs the strengths they bring in collaboration, communication, organization, and leadership.”

Melissa recognizes that the asphalt industry and road construction is more than what it seems. So much of it is problem-solving, innovation, and building the foundation for the communities we live in. Women belong in all of it.

Lifelong Learning

A passionate reader, she often juggles multiple books at a time, ranging from personal development to leadership studies. One of her favorite reads is "Team of Rivals" by Doris Kearns Goodwin, which examines Abraham Lincoln's leadership style and his ability to unite a diverse cabinet. This book has inspired her to focus on collaboration and continuous improvement, emphasizing that success is often a gradual process.

Melissa Cole’s story encapsulates the potential for transformation, being a leading woman in a male dominated field, and the importance of embracing change. Melissa left us with a sense of pride of being women in this industry, concluded our conversation together that “Leadership is a process. We don’t always see instant results, especially in this industry. But if we focus on getting a little better each day, the results will follow. That’s something I try to remind myself of and practice often.”

Special thanks to Women of Asphalt SC Branch Events Chair Brigetta Laird for her time interviewing Melissa and writing this article.