In the ever-evolving world of roofing, there are passionate professionals who dedicate their careers to understanding, analyzing, and shaping the industry. One of those inspiring women is Lilli Tillman Smith, an Industry Analyst for Principia, a market research firm specializing in building materials. Lilli’s role involves tracking the supply and demand of roofing and insulation products, engaging with suppliers, distributors, and industry leaders to identify market trends and shifts. But beyond the data, it’s the people and the community that fuel her passion for the roofing industry every day.

Finding Passion in Roofing

Lilli’s journey into roofing wasn’t a planned one—it was a path she discovered along the way. After graduating from college, she found herself in the building products sector with little prior knowledge of the industry. As a consultant at Principia, she worked across various building product markets, but it was roofing that truly captured her interest.

“The people I encountered were not only open and generous with their knowledge, but they were also deeply committed to their craft,” Lilli shares. “In 2023, when Principia’s previous roofing industry analyst retired, I eagerly embraced the opportunity to step into the role. Since then, my enthusiasm for roofing has only grown.”

Her passion is further fueled by the resilience and unity she sees within the industry, especially when roofing professionals come together during times of crisis to support those in need.

Bringing Heart and Purpose to Market Research

At first glance, market research and data analysis may not seem like a field rooted in heart and purpose—but Lilli sees it differently. The work she does at Principia empowers roofing companies with insights that directly impact lives.

“The data we develop at Principia allows companies to make informed decisions that ultimately improve the lives of those who need a roof—essentially, everyone!” Lilli explains. “As someone who loves continuous learning, I’m constantly inspired by the opportunity to grow from industry experts and apply that knowledge in meaningful ways.”

A Powerful Reminder of Passion

There are moments in every career that reaffirm why we do what we do. For Lilli, NWIR Day and the International Roofing Expo (IRE) are those moments. These gatherings serve as powerful reminders of the incredible, tight-knit community within the roofing industry.

“A friend of mine recently shared that being part of this community makes her feel whole—and I couldn’t agree more,” Lilli says. “I’m constantly inspired by the people around me who generously share their knowledge and experience, and it’s moments like these that remind me just how fortunate I am to have a job I truly love.”

Advice for Women Seeking Joy and Fulfillment in Their Careers

For women looking to find joy and fulfillment in their careers, Lilli offers a simple yet profound piece of advice: Trust the process.

“My advice would be to trust that everything happens for a reason. If your intuition guides you down an unexpected path, take the leap and explore—it could lead you to incredible opportunities you never imagined,” she says. “Also, surrounding yourself with people who truly value and listen to you makes all the difference. Working with a team that you enjoy and where you feel heard can transform your experience and bring out the best in you.”

Lifting Others Through Passion and Knowledge

Empowerment is a two-way street—learning from others and then using that knowledge to uplift those around you. Lilli embraces this philosophy wholeheartedly.

“I’ve had the privilege of learning from so many passionate and supportive individuals within this industry,” she says. “As I continue to learn from them, I’m driven to use that knowledge to help others succeed. There’s no greater sense of pride and fulfillment for me than when I can share what I’ve learned to make a positive impact on someone else.”

Lilli Tillman Smith’s journey is a testament to the power of passion, purpose, and community in roofing. She is proof that when you find an industry you love and a network that supports you, you don’t just work—you thrive.

Join the Movement

At She’s In Roofing, we celebrate women like Lilli who are shaping the future of the industry. Who are the women in roofing that inspire you? Share their stories, lift each other up, and continue building a stronger, more empowered industry together.

For women looking to find joy and fulfillment in their careers, Lilli offers a simple yet profound piece of advice: Trust the process.

In roofing, careers often begin unexpectedly—but the passion that follows is what turns a job into a lifelong journey. For Christine Mockenhaupt, her introduction to the industry came at just 19 years old, working a bank drive-thru. A chance opportunity led her into roofing, and she never looked back. Now, with years of experience in Finance and Supply Chain, she continues to explore new opportunities, always leading with heart, purpose, and a deep commitment to empowering others.

As Vice Chair of the Executive Committee for National Women in Roofing (NWIR), Christine has not only built a successful career but also dedicated herself to uplifting women in the industry. We sat down with her to talk about passion, purpose, and the power of relationships in roofing.

From the Bank Drive-Thru to a Lifelong Career

“At 19, I never expected roofing to be my career path, but here I am. What keeps me passionate every day is the people. Building relationships, supporting colleagues, and continuously learning keep me excited for the next chapter.”

For Christine, relationships are everything. Her career journey has been fueled by a desire to connect with others, build strong teams, and create meaningful impact. From navigating the complexities of finance to stepping into supply chain leadership, she’s embraced every challenge with a mindset of growth and collaboration.

Bringing Heart and Purpose to Work

The roofing industry is about more than materials and numbers—it’s about people. Christine believes that strong relationships and a sense of purpose make all the difference.

“My work with National Women in Roofing over the past eight years has given me more growth, confidence, and self-esteem than I ever expected. Seeing that same growth in others—knowing I played a part in empowering them—is the most rewarding.”

Whether leading a team, mentoring women in the industry, or creating spaces for connection, Christine finds purpose in lifting others up and watching them thrive.

A Career Built on Trust and Teamwork

One of Christine’s most rewarding career moments was stepping into a new Supply Chain role without prior experience. While her finance background provided a foundation, it was the trust and respect of her team that truly made the transition successful.

“I took a leap, and my team had my back. We supported each other through the good times and bad. When you can create that kind of bond, it’s a huge success. Every day, I showed up for them, and I loved celebrating both individual and team wins.”

Her experience highlights an important lesson: You don’t have to know everything when you start. But when you invest in your team and build trust, you can accomplish incredible things together.

Advice for Women Seeking Fulfillment in Their Careers

For women looking to find joy and fulfillment in their work, Christine offers this advice:

 Make time for yourself – “Time passes whether you’re happy or not. Take moments each day for something that brings you joy—whether it’s stepping away for lunch, reading, working out, or calling a friend. These small actions lift your energy and make you a more positive person.”

 Find balance – “I believe in servant leadership and putting others first, but I’ve also learned the importance of setting boundaries to protect my well-being. It’s something I work on every day.”

Empowering Others Through Passion and Purpose

Christine’s passion for empowering women in roofing took off when she started the New Jersey Council for NWIR in 2017. She had no idea that one decision would change her life—and the lives of so many others.

“Women I had never met believed in me, empowering me to help shape this new organization. As the council grew, my passion and purpose went into overdrive.”

From launching a local council to stepping into a national leadership role, Christine has made it her mission to pay it forward. She encourages women across the country to take the same leap of faith she once did, promising to support and uplift them along the way.

The Power of Community in Tough Times

Life throws unexpected challenges, and for Christine, her NWIR support system has been a constant source of strength. Even after a recent job elimination, she found reassurance in her roofing family.

“Being surrounded by my NWIR family at National Women in Roofing Days this past week reminded me that I’m exactly where I’m meant to be.”

Her story is a testament to the power of building your tribe, fostering meaningful relationships, and leading with purpose.

Christine’s journey is proof that success isn’t just about titles or experience—it’s about passion, resilience, and the people you uplift along the way. As she embraces new opportunities in the industry, one thing remains clear: Her heart for empowering others will always be at the center of her work.

 What’s one way you’ve found joy and purpose in your career? Drop your thoughts in the comments!

#FindingThePowerToEmpower #ShesInRoofing #WomenInRoofing #LeadWithPurpose #EmpoweredWomenEmpowerWomen

Women in Roofing: Working with Heart – Featuring Rachel Leveron

At She’s In Roofing, we believe that passion fuels purpose, and this month, we’re launching a new feature on our blog—showcasing women in the roofing industry who work with heart and truly love what they do.

We want to shine a spotlight on the women making a difference, those who bring dedication, innovation, and community spirit to their work every single day. And we would love to feature YOU next! If you or someone you know embodies the heart and drive of a woman in roofing, email Liz at liz@shesinroofing.com.

This week, we are proud to feature Rachel Leveron!

Meet Rachel Leveron

Rachel Leveron is a seasoned sales and business development professional with 16 years of experience in the industry. She specializes in assisting property managers, commercial real estate investors, and manufacturers in safeguarding and improving their assets. As a Service Sales Representative at Baker Roofing Company in Hampton Roads, Virginia, Rachel thrives on building relationships, tackling challenges, and uncovering meaningful opportunities.

Beyond sales, Rachel is a dedicated advocate for industry advancement. She founded Sips and Solutions and Ladies of the Trades – Hampton Roads, initiatives designed to foster professional connections and empower others. She is also an active member of National Women in Roofing, furthering her mission to champion women in the trades.

Driven by excellence and a deep commitment to service, Rachel is making a lasting impact in roofing and beyond.

Q&A with Rachel Leveron

What inspired you to pursue a career in roofing, and what keeps you passionate about it every day?

“I didn’t plan on a career in roofing, but looking back, I wouldn’t have it any other way! What keeps me here? The relationships, the strategy, and the real, tangible impact. Roofing isn’t just about materials—it’s about problem-solving, trust-building, and supporting businesses in ways that truly matter. The camaraderie in this industry is unmatched, and the opportunities? Endless. Roofing isn’t just a job; it’s a challenge, a community, and a place where hard work pays off. And for someone with a growth mindset—that’s exactly where I want to be!”

How do you bring heart and purpose into the work you do?

“Bringing heart and purpose into my work comes down to three things: how I show up, the mindset I bring, and the impact I make. I’m all about asking, ‘How can I help?’—because when you genuinely care about others’ success, you go beyond hitting targets and start making a real difference. I see myself as a partner, not just a provider. I invest in people, keep growing, and stay true to my values every single day. That’s what makes the work meaningful!”

What’s a moment in your career that reminded you why you love what you do?

“Everyone told me a certain partnership was impossible—‘They’re not interested. Don’t waste your time.’ But I saw the potential. Instead of giving up, I put in the time, listened, and showed them how we could bring real value. It didn’t happen overnight, but that door finally opened—not just for a deal, but for a lasting relationship. That moment reminded me why I love what I do: seeing opportunities where others don’t, proving what’s possible, and turning ‘no way’ into ‘look at us now!’”

What advice would you give to other women looking to find joy and fulfillment in their careers?

“My advice? Pave your own path. Invest in relationships. Never let anyone else define your limits. Success looks different for everyone—find what matters to you and go after it. And don’t go at it alone! Build a strong network of mentors and peers who push you to grow. That’s why I started Ladies of the Trades – Hampton Roads—because support and community make all the difference. Go for the opportunity, even if you don’t check every box. Growth happens when you bet on yourself!”

How has embracing your passion and purpose empowered you to uplift others in the industry?

“The most rewarding part of my career? Helping others win. Whether it’s through Sips and Solutions, Ladies of the Trades, or just being a resource, I know that investing in others creates a ripple effect. When we support each other, the whole industry gets stronger. I’ve seen firsthand that persistence, strategy, and genuine connections always pay off. Leadership isn’t about titles; it’s about impact. And the best part? Watching those I’ve supported go on to achieve incredible things. That’s what keeps me fired up every single day!”

Do you love what you do? We’d love to feature you next!

Email Liz at liz@shesinroofing.com to share your story!

Stay inspired. Stay empowered. Stay in roofing.