Ashley Herrera Named Incoming Vice President of the ASOA Board of Directors
When Ashley Herrera started at Panhandle Eye Group almost twenty years ago, she never imagined her bold move would take her to national ophthalmic leadership. Today, as the group's Chief Executive Officer, she has been elected as the incoming Vice President of the American Society of Ophthalmic Administrators (ASOA) Board of Directors for 2026, setting her up to become President in 2028.
For Herrera, this achievement is more than a career milestone. It’s a personal reminder of her perseverance, growth, and appreciation for the mentors who guided her.
“It is my passion to give back to a community that has guided me and helped me navigate my career while honing my leadership skills,” she said. “I’m excited for this next chapter and for bringing awareness to the greatness we achieve right here in the Panhandle.”
A Leap of Faith and a New Beginning
Herrera’s career in eye care began with a personal turning point. After losing a close family member and facing a lack of compassion from her then-employer, she realized she wanted to work somewhere that valued people first. “I just wanted to be treated like a person,” she said. Wanting to work somewhere that truly valued its employees led her to Panhandle Eye Group, where she accepted a receptionist position at Southwest Retina Specialists. The decision meant she earned half her previous salary, but one thing was for sure:
It was a decision that changed the course of her life.
At first, she admits, the learning curve was steep. “I remember going home the first month crying because I couldn’t understand insurance,” she recalled. But the support she received from leadership made all the difference. Despite these early hurdles, Herrera learned everything she could about the practice. Her curiosity quickly turned into real skill, and her leaders noticed.
Growth By Mentorship
Over time, Herrera moved from the office's check-out desk to new roles, starting in scheduling, then as an assistant, and eventually into management. She said the company culture and opportunities to learn kept her motivated.
“As much as you want to learn and give yourself to understanding, they will pour back into you,” she explained. That mutual investment helped her develop not only technical and administrative expertise but also the leadership qualities that would define her future.
Mentorship played a defining role in that journey. Herrera credits her longtime mentor, Stella Ysasaga, with seeing her potential before she did. “She saw something in me before I could ever say that myself,” Herrera said. “Her feedback built me into who I am.”
A Leader Who Leads With Heart
In 2016, Herrera earned her Chief Ophthalmic Executive (COE) designation through ASOA, an advanced credential that recognizes expertise in ophthalmic administration. “It was the hardest test I’ve ever taken,” she admitted with a laugh, “but it reflected what’s demanded of leaders in our field.”
As her career progressed, Herrera became known for her ability to stabilize, build, and lead teams through transition. When her organization faced a leadership gap in 2024, she was asked to temporarily oversee the central business operations—a role that soon became permanent.
“I came in with the intention of just stabilizing things,” she said, “but over time, I realized I was meant to be here.” The group’s physicians saw it too. “They advocated for me and said, ‘She can do this.’”
Making an Impact Beyond the Practice
Herrera’s leadership extends well beyond the walls of Panhandle Eye Group. Within ASOA, she has served on multiple committees, contributed as Administrative Eyecare Chair for the organization’s national publication, and currently serves on the Board of Directors.
Being elected as incoming Vice President, which eventually leads to the presidency, was, for Herrera, both humbling and affirming. “When I started attending ASOA conferences, I was in awe of these powerhouse CEOs,” she said. “They were like the LeBron James or Muhammad Ali of our field. To have those same people later say, ‘You belong here. You should be the next voice,' that meant everything.”
The moment wasn’t just about professional validation; it was about belonging. “For so long, I battled imposter syndrome,” she shared. “I was the girl who started at the front desk. But that election told me, ‘You belong in this chair. You belong at the boardroom tables. You belong in the rooms with big ideas.’”
Building the Next Generation of Leaders
As she prepares for her term as Vice President, Herrera is focused on strengthening ASOA’s four key pillars: education, membership, industry partnership, and professional growth.
Her goal is to make sure ophthalmic professionals at every level, from receptionists to executives, have access to relevant education and leadership development opportunities.
“I want everyone in our field to find something at ASOA that speaks to them,” she said. “Whether you’re in billing, marketing, management, or administration, there should be content that helps you grow and contribute meaningfully to your practice.”
That inclusive vision reflects her leadership philosophy. “I want the next ‘little Ashley,’ the one just starting at the front desk, to feel seen, heard, and valued,” she said. “Everyone deserves the chance to grow and to be part of something bigger.”
A Journey That Inspires
Herrera’s story is one of transformation through perseverance, mentorship, and belief in people. From her earliest days at the check-out desk to her upcoming national leadership role, she’s never lost sight of what truly matters: creating workplaces where people are valued and supported.
About the American Society of Ophthalmic Administrators (ASOA):
ASOA is the leading organization for the education, professional development, and certification of ophthalmic practice management professionals. Its members include administrators, managers, and executives who play vital roles in advancing ophthalmic care through excellence in practice operations and leadership.