NWA Women in Business: Amanda Tolley-Holloway
Residence: Bentonville
Education: B.S.B.A., business management, 2004, Sam M. Walton College of Business, University of Arkansas
Professional background: In her existing role, Tolley-Holloway works in Tyson Foods’ Prepared Foods business, where she leads marketing analytics and strategic business intelligence across a multibillion-dollar portfolio — with brands that show up in kitchens and grocery carts across America. She has more than 15 years of experience in healthcare, consumer health, food, retail and consumer packaged goods. She translates complex data into clear strategy and actionable recommendations that drive category leadership, shopper-centric growth, and executive decision frameworks delivering measurable results.
Her passion for developing people runs as deep as her drive for performance — connecting consumer insights, omni-channel trends, and commercial strategy with one goal: sustainable growth that puts the consumer and customer first.
What inspired you to pursue the career you are in? I’ve always been fascinated by people — what drives their decisions, why they reach for one product over another and what keeps them coming back. That curiosity led me to consumer-packaged goods, where I’ve combined insights, analytics and strategy to help brands better understand and serve the people buying their products. At the heart of it, I believe brands have a real opportunity to make people’s lives better, and the data tells us exactly how to do that. What continues to inspire me most is helping others grow. Success, I’ve learned, is measured not only by the results you deliver but by the lives you positively influence along the way.
Who are the key types of people (mentors, sponsors, peers) you keep in your inner circle to help you stay grounded and sharp? I intentionally surround myself with people who challenge me, encourage me, and tell me the truth; mentors who have walked the path before me; peers who push my thinking; leaders who create space for growth; and most importantly, family and friends who remind me who I am outside of work.
What is the best leadership advice you have ever received? The best advice came from my dad: Believe in yourself, always keep it human, and make sure the people around you grow, in confidence, in capability, and in their belief that they can do hard things. When the team wins, celebrate together. When things get hard, learn, adjust and keep moving. At its core, leadership is about showing up for people, earning trust, and creating an environment where everyone feels safe to be who they are — and bring that forward every single day. When you lead that way, the results take care of themselves.
What advice can you offer to women who want a career in your industry? Don’t wait until you feel completely ready, because that moment rarely comes. The biggest opportunities in my career came when I raised my hand before I had every answer but backed myself anyway. Build relationships early, seek out mentors who will tell you the truth and never be afraid to ask questions. Your perspective has value, even when you’re still finding your footing. Confidence isn’t something you wait for — it’s something you build through experience, resilience and the willingness to keep showing up. The women who go furthest aren’t always the most prepared. They’re the ones who bet on themselves first.
How do you take care of yourself and maintain good mental health? Faith, family, and fitness are my anchors. Life is full between my career, raising twin boys, supporting my son who is in high school, and our three daughters who are in college, community involvement and everyday responsibilities.
Over the years, I’ve learned that maintaining balance is not about doing less. It’s about being intentional with what matters most. That means prioritizing exercise, time outdoors and being truly present with the people I love.
Some of my most meaningful moments happen around the dinner table. Growing up, my mom made home-cooked meals, and our family gathered every evening to connect. That tradition never left me, and protecting it with my own family is something I take seriously. Whether it’s sharing a meal, cheering from the sidelines or simply being together, I cherish it all.
My husband Shawn and our children keep me grounded in ways I can’t fully put into words. Braxton’s medical journey has taught our family that resilience, gratitude and celebrating even the smallest milestones are not just life lessons; they are the perspective that fuels everything else. Watching our children grow and pursue their own paths has reinforced what I try to carry into every area of my life: be present, embrace the season you’re in and never take time with the people you love for granted. Faith and gratitude are what refuel me and what allow me to lead with purpose, both at home and at work.