At WBEC South, we’re proud to recognize women entrepreneurs who are doing more than building successful businesses. They’re creating opportunities, strengthening their communities, and expanding what’s possible for women-owned companies. This quarter, we’re pleased to spotlight Toni Cooley, leader of Systems Electro Coating (SEC) and
Systems Automotive Interiors (SAI), Mississippi-based manufacturing organizations that serve some of the world’s leading automotive manufacturers.
Toni’s path to entrepreneurship is deeply connected to family legacy, leadership, and a desire to make a meaningful impact. As a second-generation business owner, she never expected to return to Mississippi or eventually lead a company. Her father founded Systems Consultants Associates, Inc. in 1977, establishing a strong reputation for consulting, management training, and community-focused business development. After earning her law degree and gaining professional experience, Toni returned to Mississippi in 1994 and joined the family business. It was there that she discovered a passion for helping organizations grow and navigate complex challenges.
“I loved consultancy work because of the diversity of projects you’re working on—helping businesses secure contracts one day, supporting workforce programs the next, and working with communities to create opportunities,” Toni shares.
That passion for solving problems and serving others eventually led Systems into the automotive sector. Through strong relationships and a reputation for excellence, the company was invited into the electrocoating segment of automotive manufacturing and launched Systems Electro Coating (SEC) in 2003 as a Tier I supplier for Nissan. Building on that success after her father retired, Toyota provided an opportunity to expand into automotive seat assembly, which led to the formation of Systems 
Automotive Interiors (SAI) in 2011 and Systems Automotive Interiors Alabama (SAIA) in 2020.
Today, Toni is the CEO of three automotive manufacturing companies that serve Nissan, Toyota, and Mazda as Tier I suppliers. Collectively, the businesses employ approximately 350 people and deliver critical components within a highly demanding, just-in-time manufacturing environment.
What sets Systems apart is its ability to operate successfully across multiple levels of the automotive supply chain. As a small business working alongside global suppliers and original equipment manufacturers (OEMs), the company brings a distinct perspective to the industry. Systems understands the realities facing smaller suppliers, the expectations placed on Tier I manufacturers, and the rigorous standards required by major automotive brands.
“We are able to relate to the interests of all three business segments—small suppliers, Tier I suppliers, and OEMs—which improves our problem-solving ability and helps us share knowledge about working in the automotive industry,” Toni explains.
While manufacturing excellence remains central to the company’s success, community impact is equally important. So, the for-profit started a nonprofit called the Center for Social
Entrepreneurship (CSE). Through CSE’s work, Systems supports economic development efforts in West Jackson, Mississippi, where Systems is headquartered. The organization helps small entrepreneurs grow their businesses through training and consulting, hosts entrepreneurship-focused summer camps for middle school students, promotes community engagement through a speakers’ bureau now in its 18th year, and supports community revitalization through spawning housing reinvestment in a blighted neighborhood, to name a few.
For Toni, success has never been measured solely by revenue or business growth. The true measure lies in the people and communities positively affected along the way.
“What inspires me now to stay in business is the impact you can have on individuals and local communities by inspiring, teaching, and lighting the flame of confidence and pride in them,” she shares.
WBENC Certification has played an important role in both validating Systems’ capabilities and opening the door to new growth opportunities. “Certification validates that I am a legitimate business versus a ‘mom & pop,’” Toni explains. “Both types of companies are important to any economy, but when desiring to do business with larger companies, you have to have characteristics that differentiate you from similar small businesses just to get in the door.”
Through WBEC South, Systems has gained access to face-to-face meetings with industry buyers, training on how to effectively position and pitch the business, and valuable connections with fellow women-owned companies. Those relationships have led to meaningful vendor relationships with WBENC-certified businesses Landslide Creative, Kopri Signs and Promotions, InfoMart, Ladd Safety, and SK Services.
Beyond the direct business opportunities, Toni also points to the broader impact of the WBENC network. Growth made possible through those connections has enabled Systems to continue investing in its hometown and expand its community-focused efforts.
“Because WBENC Certification has enabled us to grow our business, we have been able to put money back into our local community in many ways,” Toni says.
When asked what advice she would give fellow WBEs, Toni emphasizes the importance of relationships and staying open to every interaction.
“See every interaction as an opportunity to engage someone—from the housekeeper cleaning your room to the person sitting next to you in a meeting. Everyone knows someone,” she shares.
She encourages women entrepreneurs to embrace networking, seek opportunities to collaborate, understand their customers’ needs, and look for ways to serve others. In her experience, strategic partnerships can accelerate growth, and some of the best opportunities emerge when businesses focus first on helping rather than receiving.
“Lend a hand, even when you think you don’t have an extra one to lend,” Toni advises. Sometimes in business, you must donate your time to show a prospective buyer you genuinely want to help them. Relationships are formed, and opportunities become available.”
For Toni, one of the greatest strengths of the WBEC South network is the sense of community it fosters. It creates a space where women entrepreneurs can share challenges, celebrate victories, learn from one another, and access experienced business development professionals who help identify new opportunities for growth.
“The expertise and energy of WBEC South’s management and staff coupled with the energy of fellow businesswomen energizes me,” Toni says. “The o
ptimistic, can-do attitude of folks in WBENC and WBEC South is inspirational.”
At WBEC South, we are proud to recognize Toni Cooley and Systems Electro Coating & Systems Automotive Interiors as a powerful example of what can happen when leadership, innovation, community commitment, and strong relationships work hand in hand. Toni’s journey demonstrates that women-owned businesses can compete on a global stage while continuing to invest in and uplift the communities they call home.