Dia Simms is the Co-Founder and Board Chair of Pronghorn, a modern and disruptive 10-year initiative cultivating the next generation of underrepresented founders, executive leaders, and entrepreneurs. Launched in 2021, Pronghorn is an American business solution offering a forward-thinking model to effectively diversify any industry for ubiquitous success. The first case study focuses on the spirits industry and the Black community, with outputs expected to have far-reaching impacts on other industries and communities. With the goal to generate $2 billion in economic value in the U.S., Dia and Pronghorn co-founders launched this transformation journey with an immediate focus on sustainable investment, incubation, and cross-functional industry recruitment. Drawing inspiration from its namesake, the pronghorn—the fastest North American land mammal capable of sustaining high speeds over long distances—Pronghorn embodies the philosophy that meaningful change is a marathon, not a sprint.

Simms previously served as the Executive Chairwoman of the Board of Lobos 1707 Tequila & Mezcal, an award-winning, independent spirits brand launched in 2020. Before being appointed Executive Chairwoman, Simms led Lobos 1707 as Chief Executive Officer alongside Founder and Chief Creative Officer, Diego Osorio, and with early backing by sports and cultural icon, LeBron James. Lobos 1707 Tequila & Mezcal is named after the Spanish word lobos, meaning “wolves”, and dedicated to celebrating the strength of the pack.

Prior to leading go-to-market success and growth for Lobos 1707, Simms’ illustrious career includes fourteen years at Combs Enterprises, beginning in 2005 when she joined as executive assistant and culminated in her historic appointment as President in 2017. As the first president in the company’s thirty-year history outside of the original founder, Simms’ tenure was marked by her strategic vision and dynamic leadership. She adeptly managed and propelled the growth of numerous global brands within the company’s portfolio including the renowned CÎROC Ultra-Premium Vodka, Blue Flame Agency, AQUAhydrate, Bad Boy Entertainment, Sean John, and Revolt TV. Particularly noteworthy: Simms’ instrumental role in the meteoric rise of CÎROC UltraPremium Vodka, transforming it from a nascent product into a multibillion-dollar powerhouse.

Simms’ impressive career achievements include a lengthy list of professional accolades from Billboard’s “Most Powerful Executives in the Industry” and Ebony Magazine’s “Power 100” to Food & Wine’s “Game Changers” and the United States Black Caucus “Women’s Power 50” award. She graduated with a bachelor’s degree in psychology from Morgan State University and obtained a master’s degree in management from the Florida Institute of Technology. Simms now resides in Georgia with her husband and daughter.

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