Much like roofing, there’s no true “offseason” for executives of professional football teams. Not long after the final snap on the field or the last nail is driven into the last project of the year, the focus is already on the coming season — and all the expectations and promise it can bring. In many cases, just like professional football, that requires some personnel moves and culture shifts needed to ensure success.

That’s where Charlotte Jones and other members of the Dallas Cowboys executive leadership team found themselves as the 2019 season drew to another disappointing close on the outside of the playoff picture last December. Barely a week into the New Year, the Cowboys shook up their “offseason” by announcing a new head coach and defensive staff to guide a star-studded roster. Jones, the Cowboys executive vice president and chief brand officer, will likely touch on the whirlwind events of the past few weeks and how the franchise is moving forward as part of her keynote address at the International Roofing Expo (IRE) in Dallas on Feb. 4.

IRE Keynote Address

Title: Building a Brand
Speakers: Charlotte Jones; Executive Vice President and Chief Brand Officer of the Dallas Cowboys
Date: Tuesday, Feb. 4, 9:30 a.m.
Room: Ballroom A, Kay Bailey Hutchison Convention Center

Her speech, scheduled to begin at 9:30 a.m. at the Kay Bailey Hutchison Convention Center, will focus on building a business brand. Yet, in addition, she can also touch on smashing glass ceilings in a traditionally male-dominated industry. It’s fitting, then, that the speech will be memorable for the roofing industry, as it will be the first delivered by a female keynote speaker in the IRE’s history.

Jones is the daughter of Cowboys Owner Jerry Jones, yet in her three decades with the franchise, has carved out 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.

The event is sponsored by Malarkey Roofing Products. Visit for more information.