Shokouh "Sho" Shafiei

President/Chief Executive Officer @ DSA Signage

About

Shokouh is a seasoned executive with 20 years of diverse leadership experience in heavy industrial manufacturing. Her expertise spans engineering, operations, and supply chain disciplines. Shokouh’s background in turnarounds and corporate restructuring allows her to identify growth opportunities and develop highly profitable businesses that operate to their fullest potential. She is an award-winning leader who was recognized as the 2025 CEO of the Year by Los Angeles Business Journal. She is passionate about creating inclusive organizations that truly support employees, deliver superior results, and create high-quality products that delight customers. She is actively supporting local high schools and colleges by providing mentorship and internships to their students and do her part to help the surrounding communities prosper.

Country

United States

City

Los Angeles

Industry

Consumer Goods

Skill

Executive Leadership, Operational Turnaround, Business Strategy, Cross-functional Team Leadership, Manufacturing, Youth Mentoring, Continuous Improvement

Experience

President/Chief Executive Officer

DSA Signage

2020-1 - Present · 6 yrs 9 mos

Greater Los Angeles Area

• Guiding the company’s manufacturing and technology strategy and growth • Spearheading the development of high-quality LED light boxes, state of the art drive thru solutions and interactive digital kiosks, enhancing brand visibility for clients. • Implementing innovative signage solutions, resulting in increased customer satisfaction and engagement. • Maneuvering the rough conditions during the Global Pandemic and maintaining profitability while providing superior service to existing and new clients without any negative impact to our workforce

Member Board of Directors

DSA Signage

2020-1 - Present · 6 yrs 9 mos

Chief Operating Officer

DSA Signage

2019-7 - 2019-12 · 6 mos

Greater Los Angeles Area

• Evaluated business operations to identify growth opportunities and enhance efficiency. • Supported the former CEO’s transition into retirement, ensuring a seamless leadership change. • Established foundational strategies for future growth, positioning DSA Signage for long-term success.

Member Board of Directors

Rebel Vac Systems

2023-11 - Present · 2 yrs 11 mos

Red Deer, Alberta, Canada

Founded in 2000, Rebel Vac Systems is a premier manufacturer of high-end custom-built Code and Non-Code hydro-excavation and industrial vacuum trucks based in Alberta, Canada. Rebel differentiates itself by its well-designed, easy to operate and fully customizable capabilities using only the highest quality components engineered to withstand the most rigorous operations and weather conditions.

Director of Strategic Projects

Cummins Inc.

2017-4 - 2017-8 · 5 mos

Indianapolis, Indiana

* North America/China High Horsepower Manufacturing Strategy - $160 million annual revenue * Defense Product Consolidation / Organizational Restructuring

Plant Manager / Decommissioning Director

Cummins Inc.

2015-3 - 2017-4 · 2 yrs 2 mos

San Luis Potosí Area, Mexico

• Optimized manufacturing capacity for Generator Technologies, boosting utilization from 45% to 80%. • Led successful product line transfers from Mexico to China, India, and Romania, generating $80 million in annual sales. • Achieved exceptional performance metrics: 98% on-time delivery, sub-1000 PPM quality, and zero safety incidents during decommissioning.

Various Operational and Supply Chain Roles

Cummins Inc.

2004-6 - 2015-2 · 10 yrs 9 mos

Indiana and South Carolina

• Led the merger of two manufacturing plants, generating $0.5 billion in annual revenue. • Consolidated supply chain departments, achieving a 20% reduction in costs through elimination of redundancies. • Enhanced inventory turns from 32% to 99.9%, resulting in over $1 million in annual savings. • Improved on-time delivery rates from 68% to 99% by optimizing supply chain and order management processes.