Heidi J. Ellsworth is a nationally recognized leader in the roofing and building industries, serving as president of The Coffee Shops™, an award-winning group of digital platforms including RoofersCoffeeShop®, MetalCoffeeShop®, CoatingsCoffeeShop®, OutdoorCoffeeShop® and AskARoofer. With more than 30 years of experience in roofing sales, marketing and business development, she has played a pivotal role in advancing how the industry connects, communicates and grows.

Heidi began her career in roofing in 1993, holding leadership roles with major manufacturers and technology companies before launching HJE Consulting and later helping grow The Coffee Shops into one of the industry’s most influential media and community platforms. Through these channels, she champions education, innovation and collaboration across contractors, manufacturers, associations and service providers.

A passionate advocate for workforce development and industry inclusion, Heidi is a founding member and past chair of National Women in Roofing (NWIR), where she continues to support initiatives that empower women and promote leadership across the trades. She is also deeply engaged in industry advancement through her service on the boards of the National Roofing Contractors Association (NRCA) and the Roofing Alliance, where she contributes to strategic initiatives focused on education, technology and the future of roofing.

Heidi is widely known for her thought leadership, serving as a frequent speaker, podcast host and published author covering marketing, technology and industry trends. Through her work, she continues to drive meaningful conversations that support business growth, workforce development and the long-term success of the roofing and construction industries.

Episode 29: This Woman in Roofing is Changing the Industry 

Heidi J. Ellsworth joins Jonathan Goldhill in this episode of the Disruptive Successor Podcast. Heidi shares her extensive knowledge in the roofing industry, and how she helps companies associated with the roofing industry by supporting marketing strategies, sales, success and content development.

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NRCA Workforce Wednesday: RoofersCoffeeShop®

Workforce Wednesday: RoofersCoffeeShop® helps companies attract workers. NRCA is hosting a series of Workforce Wednesday webinars in 2022 that will help you recruit, engage, onboard and train entry-level and transitioning employees.

During the webinar, Heidi Ellsworth of RoofersCoffeeShop will discuss significant industry challenges and explain how contractors can approach workforce recruitment and use branding to help attract workers.

The Power of Networking - In-Person at METALCON!

MCA 2023 Winter Meeting - Future Leaders Panel

RCAW Marketing Panel 2023

Latest Podcasts

Know Your Niche

In this Contractor Outlook™, Heidi Ellsworth is joined by Eric Voyer from The Farnsworth Group to dive into the latest shifts in the building products market and their impact on contractors. Eric shares insights on how deep customer research is reshaping marketing strategies and product development for building product brands. ...
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Fractional Hiring in Construction

In this Contractor Outlook™, Heidi J. Ellsworth visits with Kristen McAlister of Cerius Executives, a national leader in fractional executive placement, who shares insights into why this model is gaining traction and how it can position construction companies for long-term success. The rise of fractional hiring gives construction companies access ...
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