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.