Liz Garza, 38
Director of Marketing, My Roofing Crew
LOCATION: Springfield, Tenn.
COLLEGE: Wayland Baptist University
FAMILY STATUS: Husband, Noel Garza; three children: Hannah, Christian, and Noah
Liz Garza isn’t shy about her dedication to My Roofing Crew. Officially, she is the director of marketing for the Tennessee-based company, but sometimes refers to herself as “Director of All Things,” including HR, customer service, and office management.
But she doesn’t take on all that work begrudgingly. Ever since joining her husband in the roofing industry in 2017, she has thrived in not only in her marketing and branding role, but as an active member of National Women in Roofing, where she serves as co-chair of the recruitment committee. Her company has become an award-winning Owens Corning Platinum Preferred Contractor in 11 states across the Southeast, taking on both residential and commercial roofing projects.
As if that weren’t enough, she runs the “She’s in Roofing” brand, which encourages women in roofing to be proud of their career through apparel, stickers and more. It’s why this Young Gun is the embodiment of her company’s motto: “Success is no accident. It takes hard work, dedication, perseverance, learning, studying, and most of all, a love for what you do.”
RC: How long have you been in the roofing industry and how did you get your start?
LG: Fun fact, I married into it. Before starting My Roofing Crew, all I knew about roofing is that every home or building needs a roof and that it kept my husband away from our family. I worked previously in the transportation industry in marketing and human resources. In 2016, Noel and a longtime friend started their own roofing company. In 2017, they needed someone to help with the marketing and all the things, which of course was my expertise, and so I joined the company. That decision led me to National Women in Roofing, which is where I found my purpose: empowering and encouraging women.
RC: How has My Roofing Crew changed in recent years?
LG: We rebranded in 2019. [It] took us from a company that looks like every other company to one that set us apart. At My Roofing Crew, we say “It’s All About the Crew” — best people, best products, best warranties. We can offer our customers all three of those things. From the boardroom to the installers, to the materials and relationships we have those manufacturers. So we incorporated people in our logo, including a woman. You heard me! You know, we could have every industry-leading technology and program known to man, but without the team, the right people in the right seats, we are nothing.
RC: What are the big challenges in your market and how is the company addressing them?
LG: Honestly, we are blessed to say we are a company that survived the first pandemic in our lifetime. We do not take that for granted, as we know that is not the case for a lot of companies. The owners are masterminds when it comes to planning and anticipating, and of course I cannot tell you our secrets. But I would say the biggest challenge right now is we haven’t had a storm since early spring. Hail dance after hail dance and nothing. But God is still good, and we still have work that keeps us all busy.
RC: Do you see a generational difference within My Roofing Crew’s culture?
LG: Absolutely, we see a generational difference within our company. Culture is everything. I am a firm believer that in the right culture it doesn’t matter if you are a baby boomer, Gen X, millennial or Gen Z. But what does matter is how you approach it, realizing there is value in every generation. And you have to have the attitude of “never stop teaching and never stop learning.” We as a company don’t always get it right, and that’s OK. What’s important that we keep trying. We utilize testing profiles, we want to set everyone up for success, whether you are a supervisor, manager or new employee.
RC: Do you see your age or gender as an advantage or disadvantage?
LG: I wouldn’t say my age has anything to do with it, but I do feel in a male-dominated industry it poses some hurdles, but nothing too big I haven’t been able to jump over thus far. In fact, serving on the board of National Women in Roofing has even been a huge advantage to our company. And that has been amazing.
RC: What area of your roofing business are you the most passionate about?
LG: Mine is two-fold. I absolutely adore all aspects of branding and marketing. I love it for several reasons: Because I am competitive, I love a challenge, and testing out new ways to promote and sale. I love marketing and branding with My Roofing Crew because it’s leaving a legacy for my children and my husband’s name attached. The storytelling is much more passionate based on the family owned and personal vibe. The other passion is, I adore our people. Even the ones that might look down upon me because I am “young” in their eyes or because I am a woman — “what do you know?” — I love our company, and I truly want to and truly believe that I am anointed to bring positive change, no matter how I feel. Culture is everything! Again we don’t always get it right, but we try really hard.
RC: What are your future plans for the business?
LG: The sky is the limit when you have a roof over your head, and I am thankful to be a part of the journey!