At 35, Wendy Lucas proves that unexpected career pivots can spark extraordinary success. Today, as vice president of client experience at PB Roofing, she’s transforming how the industry engages with clients while helping shape its future.

Lucas brings a unique perspective to PB Roofing, having transitioned from the travel industry, where she developed expertise in hospitality and small business consulting.

Since joining the company full-time in September 2020, she has become instrumental in building lasting client relationships and driving the company's growth-minded culture. Her bachelor’s degree in public relations from Seton Hall University, combined with her natural ability to bridge generational gaps in the workforce, positions her as a valuable voice in an evolving industry.

Editor’s Note: The following is an excerpt of the interview and has been lightly edited for length and clarity.

How did you transition from the travel industry to roofing?

WL: Roofing was never really in the plans, but I'd like to believe that roofing found me. Before my roofing career, I was a travel agent for a global travel brand. I learned a lot about the hospitality world, but what I became most passionate about was helping make the smaller retail businesses successful. Because of that, I began a consulting company for small business owners who were looking to scale.

A former colleague introduced me to two dynamic brothers (John and Bryan Peck) who owned a fast-growing commercial roofing company nearby, and the rest is history. I joined the PB Roofing team full-time in September 2020 and never looked back!

What are the key factors behind PB Roofing's success?

WL: People — PB Roofing's greatest asset is our team. We bring together growth-minded talent from diverse industries who found their calling in roofing. Client experience — we have a dedicated Client Experience team that focuses on client satisfaction, relationship-building, and encouraging long-term growth. Innovative leadership — our leadership team consists of visionary thinkers who are always looking ahead. Our commitment to excellence — we maintain a culture of growth-mindedness and encourage everyone to challenge themselves to deliver their best work.

Lucas at the 2024 Young Guns event, where she shared her passion for the direction the roofing industry is taking.
Photo: RC Staff

What are the big challenges in your particular market, and how is the company addressing them?

WL: We face two main challenges. First is turnover in commercial real estate. Most of our clients work in a highly competitive market, so transitions and internal restructuring are common. We stay proactive through regular, in-person meetings with our clients each quarter to maintain strong relationships with key decision-makers.

Second, there are budget constraints — commercial building owners often struggle with the financial burden of multiple roof replacements at once. We've developed ThreatCheck, which allows building owners to manage their roof assets more efficiently, prioritize repairs and replacements, and prevent costly issues like roof leaks while staying within budget.

Do you see your age as an advantage or disadvantage in this business?

WL: I see my age as a unique advantage in business, especially in a workforce that spans four very different generations. As a millennial, I'm right in the middle of that spectrum, which allows me to bridge the gap between the traditional ways of doing things and the new approaches that are reshaping industries. My generation understands the value of tradition and stability, but we also embrace disruption and technology, bringing new perspectives and ideas to the table. This balance helps us drive change while respecting the established practices that have made businesses successful.

What area of the roofing business are you most passionate about?

WL: In addition to the client experience, I am passionate about the future of the roofing industry. Discovering this field was truly life-changing for me, and it has sparked a deep desire to create a clear and accessible path for the next generation to enter the workforce. The industry is evolving, and it's exciting to see so many groundbreaking programs emerging — like the inclusion of roofing in the national SkillsUSA competition, the roofing courses at Clemson University's School of Construction Management, and countless other initiatives. These programs are opening doors and helping to shape a new era for roofing. I'm excited and can't wait to see how the industry will grow and transform over the next five to 10 years.

What did you get from attending the Young Guns meeting at Best of Success?

WL: I was excited to attend Young Guns at Best of Success. It was great to see some familiar faces, but I really enjoyed the opportunity to meet a new group of passionate and driven individuals. I genuinely like learning from other people’s unique perspectives. And what’s better than connecting with the hustle that’s driving the next wave of innovation in our field?

What's next for you and PB Roofing?

WL: This is a really exciting year for PB Roofing as we continue to grow and expand into new markets. Our word for 2025 is "transform" and the challenge has been accepted! We're working on new products and programs that will help enhance the client experience. You'll have to stay tuned. I'm also starting my first year on the Executive Committee of National Women in Roofing. It's a volunteer-led organization with over 2,500 members, and our goal is to support and help advance the careers of women in roofing through education, mentorship, networking, and industry recruitment.