Robert Keith Landals

ROBERT KEITH LANDALS​ Vice President of Operations • Revenue Operations Architect • CRM Developer​ Scaling teams, systems, and revenue with precision and purpose. EXECUTIVE SUMMARY U.S. Army veteran turned strategic operator and revenue systems architect with a proven record of scaling companies and leading successful private equity exits. Known for building integrated RevOps infrastructure, high-performing teams, and scalable business systems. Architected the GTM transition from B2B to B2C for a national roofing firm and led its growth through acquisition. Adept at aligning cross-functional teams through data, process, and CRM optimization to unlock growth at scale. CORE COMPETENCIES ●​ Revenue Operations & CRM Architecture – HubSpot, Zoho, proprietary systems​ ●​ Financial Leadership – P&L management, FP&A, forecasting, capital raises, payroll​ ●​ GTM & Sales Enablement – Lead scoring, pipeline optimization, call center strategy, funnel design​ ●​ Systems & Process Design – Workflow automation, dispatch platforms, operational scaling​ ●​ Cross-Functional Leadership – Marketing integration, team development, customer experience strategy​ ●​ Analytics & Optimization – CAC/LTV analysis, dashboard reporting, SQL, data-driven decision making​ PROFESSIONAL EXPERIENCE Reimagine Roofing – Phoenix, AZ Vice President of Operations -) ●​ Increased revenue 20% YoY while reducing operating expenses by 25% via CRM and workflow optimization​ ●​ Spearheaded national GTM execution, pipeline design, and sales enablement across 15 states​ ●​ Built an outbound call center from scratch: generated $300K revenue from a $50K investment in 60 days (500% ROI)​ ●​ Designed a proprietary dispatching platform that reduced build times and optimized labor utilization​ ●​ Drove a full B2B → B2C transition by developing consumer-facing processes, lead generation, and marketing strategy​ ●​ Collaborated with marketing and sales to launch integrated campaigns and track performance through CRM dashboards​ ●​ Elevated customer satisfaction by redesigning production workflows and project tracking systems​ Vice President of Finance -) ●​ Established and led the company’s full-spectrum finance function, including budgeting, forecasting, payroll, subcontractor payments, and capital structuring​ ●​ Developed reporting dashboards and financial models that attracted PE interest and enabled due diligence​ ●​ Played a key role in securing capital investment and preparing the company for acquisition​ Project Manager -) ●​ Managed Colorado field operations and led project execution across residential and commercial builds​ ●​ Developed regional SOPs that became templates for national operational rollout​ ●​ Founded and led Roofing for a Reason, a nonprofit initiative delivering free roofing to veterans ●​ ●​ Coordinated logistics, internal resources, and community support to execute successful projects ​ Pikes Peak Assessments – Colorado Springs, CO Vice President of Operations -) ●​ Co-founded and scaled a medical and psychological evaluation center for legal and disability clients​ ●​ Implemented EHR systems, billing structures, and intake workflows—reducing appointment scheduling time by 30%​ ●​ Developed referral outreach programs that increased client acquisition by 40% within 12 months​ ●​ Oversaw compliance, reporting, and internal documentation systems​ Colorado Springs Country Club – Colorado Springs, CO Senior Operations Manager -) ●​ Directed daily operations across golf, clubhouse, and hospitality functions​ ●​ Launched member experience initiatives that improved retention and increased new memberships by 25%​ ●​ Led sustainability projects that earned Audubon Certification, reducing water use and operating costs by 15%​ ●​ Oversaw 30+ staff members, managing scheduling, event operations, and service delivery​ EDUCATION B.S.​ University of Colorado at Colorado Springs, 2022 CERTIFICATIONS & TECHNICAL SKILLS Certifications: ●​ QuickBooks Certified​ ●​ HubSpot CRM & Marketing Certified​ ●​ Microsoft Office Expert​ CRM & RevOps Platforms: ●​ HubSpot, Zoho, custom CRM systems​ ●​ Call center technology, lead routing, scoring models, marketing automation​ Technical Tools: ●​ SQL, Draw.io (system mapping), Excel (advanced), Power BI/Tableau​ ●​ EHR systems, workflow automation tools, financial modeling​ AWARDS & HONORS ●​ Innovator of the Year – Reimagine Roofing (2024)​ ●​ Best Places to Work – Phoenix – Reimagine Roofing (2024)​ MILITARY SERVICE U.S. Army Veteran – Honorable Service ●​ Served in logistics and operational support roles​ ●​ Developed foundational discipline and mission-focused leadership still evident in private sector success​ REFERENCES References available upon request.