10 minutes with… Dominant CEO Christine Song
Christine Song is the CEO of Adelaide-based cleaning products supplier Dominant. We speak to her about manufacturing in SA for nearly seven decades and how COVID transformed hygiene expectations.
Tell me about Dominant and how it’s served Adelaide for such a long time.
We were founded here, we manufacture here, and we employ local people who are deeply connected to South Australia.
For nearly seven decades, we’ve supported Adelaide’s hospitals, food producers, wineries, schools, aged care facilities, and hospitality venues with cleaning and hygiene solutions that keep their environments safe and compliant. Our longevity comes down to three things: local relationships, consistent product quality, and a willingness to evolve with our customers’ needs.
We don’t just supply chemicals; we provide service, technical advice, compliance support, and tailored systems.
You’ve been with Dominant for some time. What was it like to be picked as the company’s CEO?
Having led Cafetto, our specialised coffee machine cleaning business, I spent many years deeply involved in product formulation, manufacturing operations, regulatory compliance and international distribution. That experience gave me strong insight into niche cleaning markets, brand development and sustainable global expansion.
It was both humbling and energising. Dominant’s long-standing manufacturing heritage carries significant responsibility. Fortunately, having grown within the organisation, I understood our culture, technical strengths and customer base. My focus wasn’t to shift direction dramatically, but to build on solid foundations and unite all divisions behind a clear, cohesive growth strategy.
What changes in the commercial and industrial cleaning spaces have you seen in your time with Dominant?
The biggest shift has been the move from “cleaning” to “risk management”.
You might like
Pre-2020, cleaning was often seen as operational. Post-pandemic, hygiene is strategic. Customers now demand hospital-grade performance, documented compliance, sustainability credentials, and data-backed results.
The industry has become more technical, and customers are more informed — which I think is a positive development.
How quickly do things evolve in the space? Do you often find the company has to pivot?
It evolves faster than most people realise.
Regulatory updates, infection-control standards, sustainability requirements, and supply chain disruptions can all shift the landscape quickly. During COVID, change happened almost weekly.
We don’t pivot recklessly — we adapt strategically. Because we manufacture locally, we have the agility to reformulate, scale production, or introduce new systems far faster than companies relying solely on imports.
That agility has become one of our competitive strengths.
The company has a serious national footprint, but is based here. What is the benefit of being Adelaide-based in 2026?
Adelaide gives us stability and focus.
South Australia offers strong manufacturing capability, skilled talent, and a collaborative business environment. Costs are more sustainable than the eastern seaboard, and there’s a real sense of partnership between industry and government.
Being Adelaide-based also reinforces our identity as an Australian manufacturer. Producing locally isn’t just sentimental — it’s smart business.
What does leadership mean to you?
Stay informed, daily
Leadership is clarity and consistency.
It’s about setting direction, removing obstacles for your team, and creating an environment where people feel accountable and empowered. I believe in visible leadership — being present in the business, listening to frontline staff, and staying connected to customers.
Most importantly, leadership means thinking long-term. Decisions should strengthen the company not just this quarter, but five or 10 years from now.
Where do you hope to take Dominant during your tenure as CEO?
My focus is on three pillars:
Innovation — continuing to invest in R&D and smarter, more sustainable chemistry.
National growth — deepening our footprint across Australia while maintaining service excellence.
Operational excellence — building scalable systems without losing our agility.
I want Dominant to be recognised not just as a supplier, but as a trusted cleaning partner to the Australian industry.
What’s exciting you about the industry right now?
It’s encouraging to see hygiene now recognised as a board-level priority within organisations.
There is also strong momentum around sustainable chemistry and intelligent dispensing technology, with customers actively looking for solutions that lower environmental impact while maintaining performance standards.
The sector has shifted from being reactive to becoming forward-thinking and innovation-driven. Businesses that continue to invest in research, product development and high-quality service will be the ones that define and lead the industry over the next decade.
What’s next for Dominant?
The next phase is about strengthening our manufacturing capability, expanding strategic partnerships, and continuing to invest in product development.
We’ll remain proudly Adelaide-based while building national relevance. Our goal is simple: to ensure Australian businesses have access to world-class cleaning solutions made right here at home.
The best chapter of Dominant’s story is still ahead of us.
Want to see more stories from InDaily SA in your Google search results?
- Click here to set InDaily SA as a preferred source.
- Tick the box next to "InDaily SA". That's it.
