Soon after, she made the leap from higher education into roofing, a career change that would eventually lead her from running her own company to helping thousands of others find their place in the industry.

From the classroom to the jobsite

Her roofing career didn't begin in an office or leadership role. It began, as she recalls, with picking up trash on job sites.

Determined to understand the business from the ground up, she climbed roofs, worked alongside crews, learned installations firsthand and eventually launched her own roofing company in Galloway, Ohio.

"Education and roofing share a common thread: both require patience, precision and a commitment to helping people build something lasting," Santiago said. "Teaching taught me to be intentional. That same precision translates directly to roofing, where the details determine the quality of the work."

"I was questioned, doubted and underestimated more times than I can count," she said. "But every project, every conversation with a homeowner and every opportunity to become more knowledgeable proved exactly why I belonged here."

Finding purpose beyond her own business

Santiago ran her roofing company for about four and a half years before GAF approached her about joining the GAF Roofing Academy.

At first, she wasn't convinced. But the more she learned, the more she realized the role would bring together the two careers she loved most: teaching and roofing.

Today, she serves as a program manager with the academy, helping expand access to free roofing education and career pathways across the country.

"The most rewarding part is watching transformation happen," she said. "When someone who doubted their ability realizes they can lead a crew, teach others or even start their own business, those moments remind me why education changes lives."

She also sees the academy as an opportunity to give back.

"Networking played a huge role in my growth," she said. "Now I get to be that connector for others: opening doors and helping people see possibilities they didn’t know existed."

Building confidence through education

For many participants, the academy provides more than technical instruction. It offers a roadmap and a sense of confidence they did not have before.

Mitzy Ramírez, a roofing professional in Fresno, California, said attending a three-day certification led by Santiago in 2024 changed the way she approached every stage of her business.

"It's not just about going out and doing the work," Ramírez said. "It's an art."

The academy taught her to think through every step, from the first conversation with a homeowner to documentation, permitting, installation and final payment.

"The first step is to put yourself in learner mode," Ramírez said. "There are so many ways to keep learning"

Some participants enter with little or no roofing experience, while others want to sharpen technical knowledge, strengthen sales skills or train new employees.

The academy also offers Spanish-language training through its Latinos in Roofing program, helping contractors and crews learn in the language they are most comfortable using.

"Programs like this build trust, increase comprehension and help ensure that best practices and safety standards are fully understood," Santiago said. "Representation matters."

A ripple effect

Alejandro Sulbarán, who credits the academy with helping transform his business and his family's future.

"My life completely changed after I attended the academy with Kimberly," Sulbarán said. "I learned so much about sales techniques, business strategies and, most importantly, how to create a successful process."

After interviewing Santiago, Roofing Contractor watched Sulbarán approach her to say thank you. He shared a photo celebrating a recently completed roofing project worth nearly $40,000, a milestone he said reflected the growth he experienced after attending the academy.

Today, according to Santiago, the GAF Roofing Academy has trained more than 5,000 people and helped place more than 3,000 into careers across the roofing industry.

For Santiago, the measure of success is watching former students become business owners, mentors and leaders themselves, creating opportunities for the next generation, just as someone once created one for her.