New voices, big shifts and a bold vision for roofing’s future

By Jesse Sanchez.

A first-time attendee delivers a powerful message about personal and professional growth. 

At this year’s International Roofing Expo (IRE), a first-time attendee from Benchmark gained attention not with a booth, but with bold presence, clear purpose and a commitment to transformation, both within the company and the industry. 

Benchmark, a national roof and pavement consulting firm, sent a 10-member team representing operations, leadership, marketing and sales to the event. Their focus? Networking, learning and embracing the fast-evolving future of roofing technology and asset management. 

But their standout moment wasn’t on the expo floor. It came from a quieter, more personal stage. 

Elise Schmidt, director of operations at Benchmark, attending her very first IRE, also stepped into the spotlight at National Women in Roofing Day. “I didn’t know anybody there and I stepped outside my comfort zone,” she said during an interview at the SRS Distribution Coffee Shop Sound Stage. “I gave a TED Talk-style presentation on turning setbacks into strengths and embracing a growth mindset.” 

Speaking right after lunch, a challenging slot for even seasoned speakers, she recalled the warmth of the audience. “The women were smiling, nodding. It couldn’t have been a more welcoming experience.” 

Although Benchmark didn’t have a booth at IRE this year, their focus was deliberate. “One of Benchmark’s major reasons for being here is networking and making connections with people,” she said. “This is really an opportunity for us to learn what’s out there and how we can get more involved in the industry, support some of these companies and their products.” 

That growth is underway behind the scenes. With key retirements and fresh leadership, Benchmark has been rolling out their Entrepreneurial Operating System (EOS) and is now deep into process optimization with the help of third-party consultants. 

Watch the full interview to learn more about Benchmark’s leadership journey, bold strategies and growing impact in the roofing industry!