Building the brand behind Roofr's climb from a $20M to $200M valuation
All-in-one roofing software that helps contractors measure, quote, and win more jobs.
Roofr needed a marketing function built from the ground up, and Kate was hired to build it.
Founded by third-generation roofer Richy Nelson, Roofr is all-in-one roofing software for contractors, built for roofers, by roofers. The product was gaining traction, but marketing was starting from zero.
Kate joined as the company's first marketing hire, reporting directly to the CEO. Roofr needed her to:
- Build a brand that SMB roofers would trust
- Launch and own the website as the main source of signups
- Create the content, social, and event channels from scratch
- Hire a team and set up the systems to scale it
Over 4 years, she grew marketing and led brand through a 10x jump in valuation.
Roofr was growing fast in a crowded roofing software category. It needed a brand and marketing engine that looked as credible as the product and could scale with each stage of growth. Kate was hired as a marketing generalist, owning all of marketing from events to GTM.
Reporting directly to CEO Richy Nelson, Kate led six functions: brand, web, content, social, GTM, and design. She hired and grew this team from 1 to 8 people, and built the systems that let a small team scale.
Her team ran as two pillars: an in-house agency for every other department, and an organic brand engine responsible for 60% of leads.
- Asana as the operating system: Every request, campaign, and launch ran through Asana, with intake forms, templates, and clear owners so work moved without bottlenecks.
- SOPs in Notion: Documented how the team works, from design requests to publishing, so new hires ramped fast and quality stayed consistent.
- In-house agency model: Sales, product, partnerships, support, and customer success submitted requests through one intake process, with set priorities and turnaround times.
- Built to scale: Each new hire stepped into a defined role and documented process, so output grew with the team without adding chaos.
- Sprints and deadlines: Planned work in sprints with clear priorities and due dates, so launches, campaigns, and events shipped on time.
Rebrand and design
01 · Audience and positioning
Rebuilt the brand around Roofr’s core buyer: owners of small and midsize roofing businesses who are on roofs all day and short on time. Kate defined who they are, what slows them down, and why they choose software, then positioned Roofr as the all-in-one tool built for roofers, by roofers.
- SMB roofer audience profiles
- Positioning and value propositions
- Messaging framework by product
02 · Voice and visual identity
Gave Roofr a voice that talks like a roofer: direct, funny, and a little cheeky. Paired it with a bold, modern visual identity built to stand out in a category full of dated, corporate software brands.
- Brand voice and tone guide
- New visual identity
- Brand guidelines and public brand kit
03 · Rollout and design
Rolled the new brand out across every touchpoint and led the design team behind it, from the first sales call to the trade show floor.
- Website and product marketing
- Sales decks, print and digital campaigns
- Event and trade show materials, swag, product launches
Website
01 · Full site build in Webflow
Designed and built every page on roofr.com in Webflow, from the homepage to each product overview. The site became Roofr's main channel for contractor signups.
Deliverables
- Homepage
- Product suite and product overview pages
- Resources pages (blog, product updates, podcast, webinars, etc)
- Pricing, resource, and support pages
02 · Conversion optimization
Improved site speed, load time, and design over 2 years, more than doubling the conversion rate from 3% to 6.7%. Site conversions grew 70% from 2023 to 2024, and monthly conversions climbed from 2,557 in September 2022 to 8,838 in April 2025.
Deliverables
- Speed and load time improvements
- Ongoing design and UX updates
- Weekly site performance reporting
Content, social, and education
01 · Content, email marketing, and masterclasses
Ran every content format to reach roofing contractors wherever they learn. The live masterclass series alone hosted 68 sessions with more than 11,400 registrations.
Deliverables
- 68 live masterclasses
- Blog and podcast
- E-books, templates, and reports
- 50+ page industry reports
- Customer case studies
- Roofr of the Month
02 · Social
Ran every Roofr social channel. After launching TikTok in late 2022, the channel hit 7.9 million video views in its first full quarter.
Deliverables
- Facebook, Instagram, and TikTok
- LinkedIn and X
- YouTube
03 · Roofr Academy
Launched Roofr Academy in November 2024, an on-demand learning hub where contractors master the platform through short video lessons and earn an official Roofr certification. Monthly sessions grew 4.6x within 6 months, and contractors who watched submitted 12% fewer support tickets.
Deliverables
- Roofr Academy launch
- Video lesson library
- Roofr Academy certification
04 · Events
Launched Roofr Mingler, an in-person event series for contractors, and ran Roofr's trade show presence across the roofing industry.
Deliverables
- Roofr Mingler events in Las Vegas, Toronto, Dallas, and Orlando
- Trade show booths and campaigns
- Event invite and follow-up email flows
05 · Email Marketing
Managed all marketing email communication for events, product launches, marketing updates, etc.
Deliverables
- Evergreen email updates (webinars, product launches, company updates)
- Targeted email communication (churned, cancelled, re-engagement, etc)
- Email design, copy, scheduling optimization, etc
- Helped take Roofr from a $20M to a $200M valuation
- Grew website traffic 500% from 2021 to 2025
- More than doubled the site conversion rate, from 3% to 6.7%, in less than 2 years
- Hosted 68 live masterclasses with 11,400+ registrations
- Hit 7.9M TikTok views in the channel's first full quarter
- Cut support tickets 12% among contractors who watched Roofr Academy
- Grew marketing from a team of 1 to 8, reporting directly to the CEO
“Kate [Founder of Aloola] is an absolute force. An incredible marketer and amazing human. Kate was a massive part of building the Roofr brand to what it is today.”
