Shirley Bloomfield has helped shape the future of rural broadband for more than four decades. As Chief Executive Officer of NTCA – The Rural Broadband Association, she led the organization through some of the most transformative moments in the industry’s history. With over 36 years alongside NTCA, Shirley now looks ahead to what comes next as incoming CEO Michael Romano has stepped into the role. Her career reflects a deep, unwavering commitment to rural communities and places where connectivity isn’t optional, but essential.
From the beginning, Shirley’s work has been guided by heart. She believes advocacy only works when you truly believe in the mission, and that belief has been a constant thread throughout her career. “If you’re going to do advocacy work, you've got to feel it in your heart,” Shirley smiles. She began as a lobbyist, drawn to work that created real, measurable impact. Shirley quickly identified telecom and rural connectivity as a space where policy, people and purpose came together, as well as where she knew she could make a difference. That perspective, shaped by decades of experience across the industry, helped define her leadership style as purpose first, people always.
Telecom has evolved at a staggering pace over the past four decades, and Shirley has been able to take it all in stride. She has witnessed the industry’s transformation from voice and long-distance services to broadband, fiber and beyond, as rural connectivity moved from the margins to the center of national priorities. The Telecommunications Act of 1996 laid the foundation. The National Broadband Plan brought strategy and focus. The Infrastructure Investment and Jobs Act ultimately cemented broadband as critical infrastructure. Each milestone reinforced what rural providers had long understood: Connectivity is critical and has the power to change lives.
Advocacy That Matters
As part of NTCA’s national advocacy efforts, Shirley helped secure policy wins that protected rural access to education, healthcare and economic opportunity. These victories were never just part of the job; they were personal, with real consequences for communities across the country. The 2025 Universal Service Fund Supreme
Court victory stands out as a defining moment, proving that decades of collaboration and persistence matter when what’s at stake is rural connectivity.
That same spirit of collaboration is something Shirley often points to in South Dakota. She says the state isn’t just rural, it’s a leader in rural connectivity. A culture built on high standards, shared purpose and teamwork has shaped South Dakota’s national influence.
“It was no surprise that you guys (South Dakota) were so early in terms of recognizing the power of bringing some of that collaboration together under an umbrella like SDN,” Shirley noted of South Dakota’s culture and success in telecom. She saw firsthand the collaborative influence of leaders like Bryan Roth and the transition of Randy Houdek to current Venture CEO Fay Jandreau. She notes the leadership and relationships built through Golden West with past leaders Jack Brown and Denny Law. It’s those kinds of relationships across the industry that have helped elevate not just South Dakota, but rural broadband across the nation. South Dakota has showed the impact that’s possible when one industry moves forward together.
A Lasting Legacy
One of Shirley’s most meaningful legacies is Women in Telecom. It was created to give women space to connect, navigate rural careers and grow through mentorship. What began as an idea became something the industry didn’t know it was missing: a place to share challenges, learn from role models and grow together
Under Shirley’s leadership, Women in Telecom evolved into something bigger than any one person. It was intentionally built to last, designed to live on beyond her time with NTCA and continue empowering the next generation of leaders.
As Shirley reflects on her career, one truth remains clear: the work matters. In an industry that moves fast, it’s easy to forget just how transformative broadband can be. It changes lives. It opens doors. It provides equal access to people who otherwise wouldn’t have it.
What’s next for Shirley includes a path that follows her passion for mentorship and advocacy. “I’m going to be mentoring women reentering the workforce through a group that has created safe homes for women and children who have escaped abusive homes. That will be my heart project,” Shirley mentioned. She will also continue to support NTCA and its members through helping cultivate future telecom leaders. For Shirley, advocacy and focus have consistently led her to one path: people, and making sure communities stay connected.
