Dia Simms serves as the CEO of Lobos 1707 Tequila & Mezcal, a new independent spirits brand that launched in November 2020. Dia leads Lobos 1707 alongside Founder and Chief Creative Officer Diego Osorio, with early backing by sports and cultural icon, LeBron James. Dia brings an impressive track record of building successful brands, combined with her entrepreneurial spirit and deep expertise in the spirits industry to Lobos 1707. In May 2021, Simms Co-Founded Pronghorn, a 10-year initiative to drive diversity, equity and inclusion in the spirits industry. Pronghorn, backed by the world's leading spirits producer, Diageo, seeks to help participants within the Black community achieve the goal of generating $2 billion in economic value in the U.S. Simms’ experience includes almost fifteen years working alongside Sean “Diddy” Combs at Combs Enterprises, starting in 2005 as his executive assistant. In 2017, Dia was named President of Combs Enterprises, making her the first president in the company’s thirty-year history other than Sean Combs himself. Of note, Dia led the transformation of Combs Enterprises brand, CÎROC Ultra-Premium Vodka, taking the previously unprofitable brand to a $2 billion retail value. Simms was listed as “One of the Most Powerful Executives in the Industry'' by Billboard in both 2017 and 2018, as well as named to the Ebony 'Power 100' list. In April 2018 she was an honoree of the Matrix Awards from New York Women In Communications (NYWIC), as well as named to the 2018 Ad Age ‘Women to Watch’ list and Variety’s ‘Power of Women New York Impact List’.