Organizers of the 2020 International Roofing Expo (IRE) in Dallas didn't have to look very far to find a dynamic keynote speaker with a strong business pedigree and resounding insight that could apply to roofing contractors and beyond.

Dallas Cowboys Executive Vice President and Chief Brand Officer Charlotte Jones will deliver the annual address to kickoff the roofing industry's biggest trade show at 9:30 a.m. on Tuesday, Feb. 4 at the Kay Bailey Hutchison Convention Center in Dallas. The event is sponsored by Malarkey Roofing Products. Entry is free for attendees with an IRE Super Pass, and $10 for those with expo-only access. Registration is required at

Jones will be the first female keynote speaker in the IRE's history, and is expected to share her expertise on building a business brand.

She is the daughter of Cowboys Owner Jerry Jones, yet in her three decades with the franchise has carved her own niche of success — helping grow the Cowboys brand to become and remain one of the most recognizable names in all of professional sports played across the globe. She oversees all business operations, strategies and applications surrounding the team’s brand as it is presented to fans worldwide. She's also expected to touch on innovative approaches the franchise has developed for philanthropy and greater fan engagement.  

Jones is also the first corporate executive to address IRE attendees since 2015 when Ken Schmidt, former director of communications at Harley-Davidson Motor Company, spoke in New Orleans. Jones follows serial entrepreneur Jesse Itzler from IRE 2019 in Nashville. Stay up to date with all the news surrounding the show on with RC.