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Women Who Love What They Do: Wendy Lucas

VP of Client Experience, PB Roofing | Industry Advocate | NWIR Leader

VP of Client Experience, PB Roofing | Industry Advocate | NWIR Leader

Wendy Lucas didn’t take the traditional path into roofing, and that’s exactly what makes her story so powerful. With a background in sales leadership, community engagement, and executive consulting, Wendy brings a dynamic edge to the commercial roofing space. As Vice President of Client Experience at PB Roofing, she has led the charge in building national-level strategies, scaling marketing and sales teams, and deepening client trust across the board.

But more than titles or milestones, Wendy is a movement-maker. A champion for women in construction. A believer in servant leadership. And a mentor to many.

Finding Purpose in the Pivot

“I didn’t grow up dreaming of a career in roofing — and I think that’s what makes this journey so special.”

Wendy’s career began in the travel industry, where she led national retail growth through strategy, leadership development, and heart. That same passion for people led her to start her own consulting firm, Lucas Management Group, helping executive teams rethink how they scale with purpose.

A consulting engagement with PB Roofing quickly turned into something more.

“I joined full-time in 2020, and we’ve grown from a regional player to a national one. What keeps me passionate? The people. The team. The clients. They inspire me every day.”

Leading with Heart and Purpose

Wendy’s leadership doesn’t stop at the boardroom. She helped launch PB Purpose, the company’s community giveback initiative. One of their first acts was donating brand-new sneakers to families in a local shelter.

“The best way to fix helplessness is through helpfulness.”

That quote now lives on a Post-it next to her desk. Her continued involvement in National Women in Roofing (former Chair of the Northern NJ Council and incoming Treasurer of the Executive Committee) reflects the same spirit of service.

“Every NWIR event leaves me with a full heart. It’s more than a professional group — it’s a movement.”

Moments That Matter Most

Wendy’s favorite moment? It wasn’t a major deal or flashy event. It was watching a former call center employee lead a national client meeting with confidence and pride.

“Their growth reflected the culture we’ve built — one of support, passion, and purpose. I couldn’t stop smiling.”

That’s the kind of leadership that lifts others.

Advice for Women Looking for Fulfillment

Wendy doesn’t shy away from hard-earned wisdom. One of her go-to tools is the C.I.A. Method:

  • C – Can I Control this?
  • I – Can I Influence it?
  • A – If not, I must Accept it.

“The sooner you release the need to control every outcome and start looking for the lesson in every experience, the more joy you’ll find — not just in your career, but in life.”

Lifting While Leading

A mentor once told her, “Your people promote you.” It’s a message that shaped how Wendy shows up for others.

“When someone asks how to grow, I ask, ‘What are you doing to support the person to your left and your right?’”

Wendy believes leadership is about more than results. It’s about changing lives, creating opportunities, and helping others rise.

Wendy Lucas is a woman who loves what she does — and she’s using that love to build more than roofs. She’s building legacy, community, and space for every woman to lead with confidence.

Women Who Love What They Do: Carolina Santos

Director of Operations – NV Roofing

In the fast-paced, high-pressure world of commercial roofing, Carolina Santos stands out as a powerhouse — not just for what she builds, but how she builds it. As the Director of Operations at NV Roofing, she leads complex projects with precision and heart, from Department of Defense contracts to major commercial builds, all while championing a people-first approach.

Carolina’s ability to balance operational excellence with deep empathy has made her a force in the industry — and a mentor to many. She’s also a dedicated leader within National Women in Roofing (NWIR), where she continues to uplift women across the trades and open new doors of opportunity.

Finding Purpose in the Unexpected

“I didn’t grow up dreaming about a career in roofing — I discovered it almost by chance.”

But once Carolina entered the industry, she was hooked. Roofing tested her in all the right ways — requiring critical thinking, real-time problem-solving, and a deep sense of purpose.

“Every project is unique. The work we do protects homes, businesses, and entire communities. That’s something I take to heart.”

What fuels her passion? It’s the visible transformation of a job well done — and knowing that what her team creates today will shelter people for years to come.

Heart at the Center of Leadership

For Carolina, leadership isn’t about hierarchy — it’s about how you show up.

“Heart and purpose come from caring about more than just the project. It’s about listening, building trust, and empowering your team to succeed.”

From navigating supplier negotiations to walking job sites, she remains intentional in her actions — always placing value on relationships, results, and the impact they create together.

Defining Moments That Inspire

There was a time when a project seemed destined for disaster: tight deadlines, technical hurdles, and unrelenting weather. But rather than fold, the team rallied.

“That moment reminded me that roofing is as much about grit and teamwork as it is about materials and specs. The pride we felt afterward was unforgettable.”

Around that same time, she attended an NWIR event — a reminder of just how powerful a connected, supportive network of women can be.

“We may be competitors on paper, but we’re collaborators in purpose. When we share resources and cheer each other on, everyone rises.”

Advice for Women Looking for Fulfillment

“Don’t wait for someone to hand you a seat at the table — bring your own chair. Or better yet, build your own table.”

Carolina urges women to know their worth, sharpen their craft, and pursue roles that align with their values. She also emphasizes the importance of mentorship — finding people who both support and challenge you.

Leading with Passion, Lifting Others Along the Way

Carolina doesn’t believe in rising alone. Through her work with NWIR, she’s made it her mission to help other women find their place and power in roofing.

“Lifting others isn’t a side project. It’s part of the job.”

Whether it’s encouraging women to lead, sharing new opportunities, or simply reminding others what’s possible — Carolina is proof that when you lead with purpose, you create a ripple effect of empowerment.

Carolina Santos is a woman who loves what she does — and it shows in every roof she helps raise and every leader she helps build.

Women Who Love What They Do: Kris Hignight

Women Who Love What They Do: Kris Hignight

IT Enterprise Logistics Applications Manager – SRS Distribution

When you meet Kris Hignight, one thing is immediately clear — she’s a problem solver with purpose. For more than 15 years, she’s been making an impact at SRS Distribution, blending her operations expertise, logistics know-how, and passion for innovation to create real solutions that move the industry forward.

But Kris’s journey into roofing wasn’t a straight line. She began her career in corporate sales and marketing, working with Fortune 500 companies, before a career pivot landed her in construction sales for a roofing contractor. There, she skyrocketed commercial sales from 3% to 55% in under five years. That success opened a new door — roofing distribution — and eventually brought her to SRS. She worked her way through branch operations before joining the IT department in 2012, where she now leads Descartes Routing and Fleet Implementations.

“I love what I do, and the ever-changing nature of this field keeps me engaged. Being able to integrate insights from both sales/branch experience and technical expertise allows me to create logistics solutions that truly make a difference.”

Bringing Heart and Purpose to the Work

Kris’s approach is simple yet powerful: love what you do, and strive to get better every day. She draws inspiration from other women in the industry, embraces lessons from mistakes, and stays committed to growth by seeking feedback and prioritizing self-care.

“I consciously think about my goals for each day, take breaks to re-energize, and lean into the tips and advice I’ve learned from others.”

Moments That Matter

For Kris, the reward is in the results — making a tangible difference for her team and customers. Whether preventing hundreds of thousands of dollars in potential bad debt or influencing software changes that streamline operations, she’s driven by the opportunity to solve problems that matter.

“Connecting with people and collaborating on the future of construction, roofing, and technology keeps me motivated.”

Advice for Women Finding Their Career Joy

Kris encourages women to start by identifying what truly excites them — and then finding a career path that aligns.

“If you enjoy connecting with others, sales might be a natural fit. If you’re curious about the ‘why’ behind processes, explore IT or Operations. Volunteer for projects, ask questions, shadow professionals — the key is actively exploring until you find what motivates you.”

Empowering Others Through Passion

Kris believes in the ripple effect of empowerment.

“Empowering women empowers other women. When we lift each other up, we create a stronger, more innovative, and more successful future.”

Her mission is to foster connections, share knowledge, and create a supportive environment where women in roofing can thrive. And with her dedication, Kris is proving every day that loving what you do isn’t just good for your career — it’s good for the industry.

Finding Purpose on the Roof: Liz Garza’s Story

At She’s In Roofing, we love spotlighting the women who are not only breaking barriers in the roofing industry—but also building a better future for those who come next. This week, we’re turning the spotlight inward to share the story of our very own founder: Liz Garza—Territory Manager at SRS Distribution, passionate people-person, and your boots-on-the-ground partner in success.

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

Roofing chose me.

Fourteen years ago, I married into it. At the time, all I knew was that roofing kept my husband away from our family a lot—and that it kept a roof over our heads (literally!). With a background in marketing and experience in transportation, music, and staffing, I never imagined this would be the industry that would capture my heart.

But when my husband started his own roofing company and needed help with the backend—marketing, licensing, processes—I said yes. And after much prayer, I jumped in.

That leap of faith led me to National Women in Roofing, where I discovered a community that changed everything. Finding like-minded women and a powerful support network has kept me grounded and passionate ever since. Roofing became more than just work—it became a calling.

How do you bring heart and purpose into what you do?

For me, it’s simple: people come first.

I’ve made a lot of mistakes throughout my career, but God has always placed incredible people in my path to guide me. That’s why my daily motivation comes from the mantra: “Be the person you needed when you started.” I aim to be that light for someone else.

Being a woman in roofing can feel lonely. That realization sparked something in me: a desire to make it better for others. I show up to guide, to cheer, and to help others rise—because that’s what we all deserve.

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

Think outside the box.

Find your people—those who genuinely clap for you. Join organizations like NWIR or NAWIC that sharpen your skills and fill your toolbelt with community, resources, and confidence. Surround yourself with others who build you up. That’s where the magic happens.

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

It’s wild, but true: I once had a female boss in the transportation industry who hated seeing other women succeed. She wanted to be the only woman with a name—and it made our lives miserable.

So when I first heard about National Women in Roofing, I thought, “Absolutely not.” A big group of women? Hard pass.

But joining NWIR ended up being one of the greatest joys of my life.

I’ve made lifelong friendships and powerful professional connections. People say, “You’re best friends with Michelle Boykin from Rackley Roofing? Isn’t that your competitor?” And my answer is always, “YES SIR.” We don’t trade secrets—we talk through challenges, leadership, and what it means to be a woman in this field.

That professional relationship also led to the discovery that we’re both deep-rooted in faith, boy moms, and—let’s be honest—we both have a thing for Louis Vuitton.

NWIR filled my toolbelt with more than just skills—it filled it with sisterhood. When I don’t know something, I knowsomeone who does. That’s the power of surrounding yourself with people who lift you up.

Closing Thoughts:

From starting in marketing to building brands and culture at My Roofing Crew, from launching She’s In Roofing to serving on the Board of Directors for NWIR (including the Recruiting, Communications, and now Sponsorship Committees)—my journey in roofing has been nothing short of transformational.

And today, as a Territory Manager with SRS Distribution, I’m more fired up than ever to help contractors grow, connect, and win.

I bring heart, hustle, and hands-on experience to every interaction—because at the end of the day, I’m not just a supplier… I’m your boots-on-the-ground partner in success.

Let’s build something great—together.

Spotlight Feature: Amparo Sancen – Leading with Purpose and Passion

At She’s In Roofing, we are proud to spotlight women in the roofing industry who are not just building businesses — they’re building legacies. This week, we are honored to feature Amparo Sancen, a woman whose story is rooted in resilience, leadership, and a heart for empowering others.

Amparo Sancen is the founder and CEO of Sancen Contracting, based in Plano, Texas. Her story is a classic American tale of grit and triumph over adversity. After launching her company in 2006, Amparo faced the same challenges many first-time business owners encounter — setbacks that required perseverance and retrenchment. But giving up was never an option. After years of subcontracting work, she relaunched her company in 2018 with renewed purpose and hasn’t looked back.

Beyond building a thriving business, Amparo is blazing a trail for others. In 2022, she founded Latinos en Roofing, an advocacy group providing resources, mentorship, and education to support first-generation Latino entrepreneurs in the roofing industry. Together with her two daughters, Amparo is making a powerful impact on America’s fastest-growing workforce segment: Latinos and Spanish-speaking entrepreneurs.

Amparo’s journey into roofing wasn’t traditional. “I was a medical assistant and hadn’t been introduced to the roofing industry until later on in my life,” she shared. “When I first started, I saw it as an opportunity to create a better future for my family and help provide a service in Spanish to people in my community.”


Today, it’s that same sense of purpose that keeps her passionate: knowing she’s making a positive impact and helping better people’s quality of life.

When asked what drives her leadership style, Amparo said, “I’m intentional with every choice I make when it comes to what I teach or how I help people. I remember what it was like over 10 years ago — having little to no education or resources to help business owners. I want to make sure I can help others prevent mistakes that I have made.”

One of the most rewarding parts of her work is seeing the success stories that have grown from her mentorship. “I have loved seeing people’s businesses grow over the past few years — from not knowing how to knock on a door to now running multimillion-dollar businesses. When I get those phone calls telling me where their business is now, those are the moments that bring me so much joy and remind me why I love what I do.”

Her advice to women — and to anyone wanting to make their mark — is as powerful as her journey:
“Don’t wait for the perfect moment in life to begin. Your voice, your perspective, and your story matter. Lead with faith, stay rooted in your values, and don’t be afraid to take up space in industries where we’ve been underrepresented. You don’t have to do it like everyone else; do it in a way that feels true to you.”

Amparo credits her deeper sense of purpose with helping her create the thriving community around Latinos en Roofing. “When I began doing my training and embracing my passion to help others, I realized how much our community needed a resource,” she said. “Purpose has given me the clarity to not just grow my own business, but to pour into others who are walking the same path I once did.”

At She’s In Roofing, we celebrate leaders like Amparo who turn challenges into opportunities and inspire others to believe in their dreams. Her story is a reminder that when we lead with purpose, passion, and perseverance, there’s no limit to the impact we can make.

Roofing Contractor Magazine National Women In Roofing

💫 She’s In Roofing: Featuring Teri Dorn 💫

💫 She’s In Roofing: Featuring Teri Dorn 💫
Because when passion meets purpose, advocacy becomes action.

This week, we are thrilled to spotlight a woman whose work may often take place behind the scenes—but whose impact is anything but quiet.

Meet Teri Dorn, the Director of Political Affairs at NRCA. With a background spanning over a decade on Capitol Hill, working alongside legislators (including former NRCA CEO Reid Ribble), and deep experience in the intersection of federal policy and private industry, Teri has brought her talent and heart to the roofing world for over seven years.

From her role in government affairs to her unwavering commitment to NRCA members and the industry at large, Teri’s passion is rooted in people. Whether it’s advocating for mental health, raising crucial funds through ROOFPAC, or standing shoulder to shoulder with 260 advocates on the steps of Capitol Hill—Teri is all in.

We had the opportunity to ask Teri a few questions about her journey and what continues to inspire her work every single day. Here’s what she shared with us:

💬 Interview with Teri Dorn

Meet Teri Dorn

1️⃣ What inspired you to pursue a career in roofing, and what keeps you passionate about it every day?
Like so many people I’ve met in the roofing industry, I too, fell into it, and it hasn’t let go. I had a glimpse into the industry during the 6 years I worked as a staffer for former NRCA CEO Reid Ribble when he represented the people of the 8th district of Wisconsin in Congress. And when I learned of an opportunity to join NRCA’s government affairs team in Washington, D.C. not long after Reid retired from Congress, I jumped at the chance. I’ve been so inspired by the people in the roofing industry – in so many ways: the kindness, collaborative nature and philanthropy– and it’s the passion and heart of the industry that fuels my work on their behalf.

2️⃣ How do you bring heart and purpose into the work you do?
As part of NRCA’s team, I get to work with our members, all with the goal of advancing the policy priorities of the industry – and that is what drives me. My favorite part of my day is when my work allows me to talk with our NRCA members and reach out to the industry. It’s the personal connection, getting to know the people we work with, that feels like family. Our members remain front of mind as my colleagues and I work to advance the policy priorities of the industry – and that keeps me going.

3️⃣ What’s a moment in your career that reminded you why you love what you do?
I can’t choose just one, it’s every time we all come together to further the industry. I get to work with all facets of the industry as they support the industry’s advocacy, and one way is through ROOFPAC – the only political action committee dedicated to supporting the roofing industry in Congress. This is where the generosity of our contractors, manufacturers, distributors, consultants, and more help underwrite our fundraising events and advocacy activities – both on the corporate level and so many personally. It was during this past IRE in San Antonio, I looked across the room at the Smoke Skybar – where in partnership with NWIR, we held a live auction and reception to raise money for ROOFPAC and just felt the support – it was palpable. So many in the industry came together and helped raise crucial funds we will use to support pro-business members in Congress – this catapults our work on what the industry needs. And then another – just a few weeks ago, standing in front of the U.S. Capitol as my colleague snapped the photo of 260 advocates from across the industry who took the time to come to Roofing Day in D.C. – the largest advocacy event for the roofing industry – to speak with ‘one voice’ to Capitol Hill. I get to see firsthand the generosity of our sponsors – we had more this year than ever – as they support and help put on these events. It just doesn’t get more rewarding than to be with everyone there. I’ve been especially touched by how our industry has united to address the importance of mental health.

4️⃣ What advice would you give to other women looking to find joy and fulfillment in their careers?
I can tell you what I have found works for me. I find joy and fulfillment in taking time to appreciate and count my blessings. And people are the ultimate blessings. Underneath it all – in whatever work I’m doing – is that feeling of wanting to serve, help where I can, make my little corner of the world a little bit better than I found it. I know it can be easy to get a little disillusioned – and life can be tough – I think it’s harder to stay steadfast in what you are fighting for.

5️⃣ How has embracing your passion and purpose empowered you to uplift others in the industry?
I’ve been and continue to be incredibly inspired by the people in the roofing industry – their kindness, collaborative nature and philanthropy – and it’s the passion and heart of the industry that fuels my work on their behalf. I had a chance to tour a manufacturing facility recently and was struck by the pride, dedication and passion of the people I met there. I consider myself lucky that I get to work through NRCA with people who are so dedicated and passionate. This industry has given me so much, and it all ties directly to the people. My comfort zone is being in the background, working behind the scenes but I’ve come to appreciate how learning more about others has helped me grow and lifted me up. We all need to see our worth, and I find I speak more confidently when I think that there may be something in what I’m saying that helps someone else see their worth. I know that I’ve been incredibly blessed with the people in my life, and if I can spread just a little of that feeling around, I’m better for it.

🌟 Closing Thoughts

Teri Dorn reminds us that passion doesn’t always need a spotlight—it just needs purpose. Her dedication to advocacy, her genuine care for the people of this industry, and her ability to lead with quiet strength are exactly why she’s a force behind the scenes… and a light for others.

From ROOFPAC to Roofing Day to everyday conversations with members, Teri brings heart, intention, and impact into every step she takes.

💪 She’s In Roofing: Meet Jeanne Boyd Curtis

Jeanne Boyd Curtis is the definition of legacy in motion. A fourth-generation contractor, Jeanne grew up surrounded by the sounds and stories of construction — spending her childhood summers in her grandfather’s lumber yard in Texas. Roofing has always been part of her story, even when she tried to take a different path.

After earning her degree and serving in public education for 22 years — including 12 as an elementary school principal — Jeanne returned to her roots in 2015 to work alongside her father at Boyd Bone Dry. Today, as the company’s CEO, Jeanne leads with a powerful mix of heart, heritage, and hard-earned leadership.

She also serves as a consultant and appraiser, is licensed in both commercial and residential roofing, and currently leads as the President of the Roofing Contractors Association of Texas. In April 2024, Jeanne and her family proudly celebrated 50 years of building, bonding, and blazing trails in the roofing industry.

🔹 1️⃣ What inspired you to pursue a career in roofing, and what keeps you passionate about it every day?

Roofing has always been a part of my story—even when I tried to take a different path. Growing up, dinner conversations were filled with talk of construction, projects, and legacy. My granddaddy owned a lumber yard, and my earliest memories are of helping him there, answering phones, and organizing nails, long before I knew what a “career” even meant.

Despite having roofing in my blood as a 4th-generation contractor, I initially chose a different route—becoming a school principal—because I needed to find my own identity. But in 2015, something shifted. I found myself drawn to understand the legacy my grandfather built at Boyd, Inc., and I took a leap of faith to join the company, never expecting it would feel like coming home. But I knew the importance of keeping a legacy alive.

What keeps me passionate is knowing this work isn’t just about buildings—it’s about people. It’s the homeowners who trust us, the team I get to lead, the long-standing relationships we build, and the pride in protecting what matters most to others. I love the blend of legacy, leadership, and connection. I especially thrive on networking and collaboration—whether it’s through NRCA, RCAT or NWIR. Roofing may be the industry, but for me, the heart of it is its people and the community.

🔹 2️⃣ How do you bring heart and purpose into the work you do?

As a former school principal, I’ve always been driven by service, growth, and people. That didn’t change when I entered this industry. You have to lead with empathy, make time for your people, and show up for your clients like you do for your family — because to me, this business is family.

My purpose comes from knowing I’m helping to preserve a legacy by building something strong and lasting. It also comes from investing in my people. Whether you’re an employee, a client, a distributor, or a manufacturer — I want everyone who interacts with Boyd Bone Dry to feel respected, seen, and valued. Keeping people at the center of what we do is where our heart is.

🔹 3️⃣ What’s a moment in your career that reminded you why you love what you do?

For a long time, I wrestled with how roofing fit into my identity as a servant leader. Coming from a career in education, there was a constant affirmation that the work I was doing mattered. It was personal, emotional, and deeply meaningful. Transitioning into roofing, I didn’t immediately feel that same connection, and for a while, I struggled with the idea that maybe I had walked away from my true calling.

Then one day, in the middle of that internal battle, my dad took me up on a roof. He pointed out over the TPO membrane and said, “Jean Marie”—that’s what he still calls me—“what’s the most important thing about this roof?”

I paused and guessed, “That the roof system underneath us is installed correctly?”

He smiled and said, “No. It’s the people underneath it. That is the most important part of this system.”

That moment stopped me in my tracks.

He went on to say, “We’re not just here to install a good roof system. We’re here to give peace of mind. To protect families. To make people feel safe and secure in their homes and businesses. They are the most important part of any roof system.”

That was the moment I realized I hadn’t left servant leadership — I had just found a new way to live it.

🔹 4️⃣ What advice would you give to other women looking to find joy and fulfillment in their careers?

Forget that you’re a woman! Now hang with me—I’m not saying deny who you are, and I’m definitely not saying dim your shine. What I am saying is: don’t make being a woman your headline. Don’t lead with it. Don’t limit yourself by it.

My dad never once told me I was “a woman in roofing” or that I was stepping into “a man’s world.” Honestly, I didn’t even realize I was in a male-dominated industry—I just thought no one wanted to sweat off their makeup and fight frizz under the Texas sun!

Here’s the truth: you don’t need to act like a man to be taken seriously, and you don’t need to downplay being a woman to belong. And please—don’t measure your success by your gender. You didn’t crush that project because you’re a woman… You crushed it because you’re a force of nature.

You’re smart. You’re bold. You’re powerful. You’re magnetic. You’re enough—not because of who the world says you should be, but because of who God made you to be. He didn’t make a mistake when He wired you with strength, passion, and purpose.

So walk in that. Own it. Be audacious enough to believe in yourself—and then go light the world on fire.

🔹 5️⃣ How has embracing your passion and purpose empowered you to uplift others in the industry?

Embracing your passion and purpose gives you clarity — and clarity gives you confidence. I’ve learned that when you walk boldly in your calling, it creates a space for others to do the same.

I don’t just want to succeed. I want to bring others with me! I know my journey has power when I use it to lift others. As industry professionals, we shouldn’t just be building roofs — we should be building people. That’s where the real change happens.

And I hope I’m presented with more and more opportunities to share my walk with others and inspire them to walk boldly and confidently in this industry.

💥 Closing Thoughts

Jeanne Boyd Curtis is proof that legacy and leadership can go hand in hand — that servant hearts make the strongest leaders, and that when women walk confidently in their purpose, they don’t just build businesses… they build movements.

Jeanne, thank you for showing us what it looks like to rise with heart, lead with vision, and roof with purpose. We’re proud to share your story, and even prouder to stand alongside you.

Women in Roofing: Finding Passion and Purpose with Lauren Begg

Meet Lauren Begg!!!

At She’s In Roofing, we celebrate the incredible women who bring heart, expertise, and dedication to the roofing industry. This series highlights the stories of women who absolutely love what they do—and today, we’re excited to introduce Lauren Begg, a Project Manager and Estimator at Aetna Roofing Corporation.

Lauren’s journey into roofing wasn’t just a career choice; it was a lifelong passion sparked in childhood. In fact check this picture out that she found in her dad’s office not long ago. She was 4 years old when she created this masterpiece.

A Family Legacy Turned Passion

For Lauren, roofing was never just a job—it was a calling. Growing up in a family with over 50 years in the business, she knew from the age of four that she wanted to follow in her father’s footsteps. From tracing blueprints as a child to managing large-scale commercial projects today, Lauren’s passion for roofing has only grown stronger.

She now works with high-profile clients, including Johnson & Johnson, Bristol Myers Squibb, and Penn Medicine, facing complex challenges daily. The variety and technical intricacies of her work keep her motivated and engaged, ensuring that no two days are ever the same.

Bringing Heart and Purpose to the Industry

Lauren credits her father, Darren, as her biggest inspiration. His ability to balance running a commercial roofing company while being an incredible father and coach instilled in her a strong work ethic and high standards.

“My father dedicated his life to his work, but it never stopped him from being an incredible father. Watching him manage both inspired me to bring the same level of dedication and heart to everything I do.”

For Lauren, roofing isn’t just about the projects—it’s about the people, the relationships, and the problem-solving that keeps her growing.

A Defining Career Moment

One of Lauren’s proudest career moments came during an extremely challenging project at a pharmaceutical cold box. The existing building’s poor structural design created persistent condensation buildup, posing serious risks.

Through months of research, learning, and collaboration, Lauren proposed a solution that ultimately solved the issue—an accomplishment that gave her newfound confidence as a project manager.

“This project pushed me to grow beyond the roofing scope, proving that I could come up with solutions even when the architect couldn’t. That moment solidified my passion for what I do.”

Advice for Women in Roofing

Lauren knows that success in this industry isn’t just about hard work—it’s about mindset. She encourages other women to take a step back and acknowledge their progress.

“Self-reflection is key. No matter how big or small, celebrate your milestones. It’s easy to be hard on yourself, but recognizing your growth keeps you motivated for what’s ahead.”

She also emphasizes the power of community—uplifting others through shared experiences and conversations.

“Embracing my passion has empowered me to connect with other women in all trades. I love sharing my journey and hearing theirs. It’s incredibly rewarding to be part of an industry where we can inspire and support each other.”

A Bright Future for Women in Roofing

Lauren’s story is a testament to the impact of passion, perseverance, and purpose in roofing. By embracing her love for the industry, she not only finds fulfillment in her work but also empowers other women to do the same.

At She’s In Roofing, we celebrate women like Lauren—trailblazers who are shaping the future of the industry.

Are you a woman in roofing who loves what you do?

We’d love to share your story! Tag @ShesInRoofing on social media or send us a message to be featured in our next blog.

Together, we rise. Together, we roof.

Women in Roofing Who Love What They Do: Lilli Tillman Smith

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.

Finding Passion and Purpose in Roofing: Christine Mockenhaupt’s Journey

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!

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