Balancing it all:
Leading in a male-dominated industry while building a business, a community & a family
By Heather Kincaid
Images courtesy of Signarama.
Heather and Bernard Kincaid.
When people think about the sign industry, they don’t always picture a woman at the helm — much less one balancing a business, a classroom, a community, and a household full of boys. But for me, that’s exactly what the journey has looked like.
I didn’t start my career in signage. In fact, my path here was anything but traditional. I’ve worked as a marketing executive, a finance director, and even as a high school teacher. Along the way, I earned four degrees from Marshall University — bachelor’s degrees in marketing and English, and master’s degrees in teaching and in English. At the time, I wasn’t trying to build a résumé; I was trying to build options.
In 2017, my husband, Bernard, and I took a leap of faith and opened Signarama River Cities in South Point, Ohio. What started as a small operation has grown into a 17-person team serving the tristate area, working with major universities and businesses, and earning recognition as one of the top-performing Signarama franchises in the world. In 2024, we reached $2.8 million in revenue and were inducted into the Signarama Hall of Fame. Most recently, I was honored to be named a 2026 Women in Signs Award winner, an achievement that reflects not just my work, but the strength of our entire team.
But behind every milestone is a reality that many women know well: balancing it all.
The sign industry is still largely male-dominated, especially in production, fabrication, and installation. Early on, I often found myself as the only woman in the room, or on the jobsite. Instead of seeing that as a disadvantage, I chose to lean into what made me different. My background in marketing, education, and business development gave me a unique perspective. I focused on building relationships, strengthening our brand, and creating systems that supported both our team and our growth.
And that’s where one of our greatest successes has come from — our people.
Employee loyalty doesn’t happen by accident. It’s built intentionally, day by day. From the very beginning, Bernard and I set out to create more than just a workplace; we wanted a work family. We invest heavily in our team, not only through professional training and certifications, like 3M and Avery Dennison, but by creating an environment where people feel valued, supported, and part of something bigger.
We celebrate wins together. We support each other through challenges. We laugh, a lot. And we make sure our employees know they’re not just clocking in for a job; they’re helping build something meaningful.
That culture has allowed us to retain and grow incredible talent. Many of our team members have been with us for years, evolving into leaders within the company. We promote from within, we train continuously, and we trust our people to take ownership of their roles. When employees feel that level of trust and investment, loyalty naturally follows.
At the same time, I was raising six boys. Our shop has never just been a business — it’s been an extension of our family. Every one of our sons has worked in the shop at some point, learning firsthand what it means to show up, work hard, and be part of a team.
Today, three of them serve in the U.S. Army, and one has returned home to build a career with us as our installation manager. Watching that full-circle moment has been one of the most rewarding parts of this journey.
Being a business owner also means being a community leader. I’ve made it a priority to stay actively involved, serving on the Franchise Advisory Committee for Signarama and as a leadership team member in the Wealth Builders Chapter of BNI in Charleston, West Virginia. I believe strongly that businesses don’t grow in isolation; they grow through relationships, partnerships, and a commitment to the communities they serve.
And even now, I still consider myself a student.
Whether it’s through formal education, industry training, or simply learning from the people around me, growth has always been a constant. At our shop, we host Master’s Academy training classes for vehicle wraps and installation, not only to elevate our own team but to give back to other franchise owners. Learning never stops and, in this industry, that’s a good thing.
So how do you balance being a business owner, a leader, a student, and a mom?
The truth is, you don’t always balance it perfectly.
Some days, the business needs you more. Some days, your family does. And sometimes, you’re answering emails in the carpool line or reviewing financials after a football game. But what matters is knowing your “why.” For me, it’s my family, my team, and the opportunity to build something meaningful that lasts beyond me.
If there’s one thing I’ve learned, it’s this: you don’t have to fit the mold to succeed in a male-dominated industry. You just have to show up, stay consistent, and lead with purpose.
And if you do it right, you won’t just build a business; you’ll build a team that believes in it as much as you do.
Heather Kincaid is co-owner of Signarama River Cities, which she bought nearly a decade ago alongside her husband, Bernard.
A former educator with four degrees from Marshall University, Heather oversees operations, marketing, and business strategy. She is passionate about helping businesses grow through effective visual communication and strong brand presence.
