Joel Lamont

Founder and Chief of Staff

Joel pioneered the Bright Green Roof model by successfully operating the very first dealership, proving its profitability and sustainability.

With his background in other franchise-style businesses, he built the framework for the Bright Green Roof dealer system that empowers entrepreneurs to thrive.

His vision remains centered on providing Dealers with a business opportunity that combines meaningful customer service with real profitability.

Joel’s foundational leadership ensures every Dealer is supported by a proven model that has scaled to more than 60 successful dealerships.

Rob Citron

President and CEO

Rob brings over 15 years of corporate leadership across sales, marketing, logistics, and chemical management—all areas critical to dealer success.

As a co-owner of a Bright Green Roof dealership, Rob understands firsthand the opportunities and challenges Dealers face. He uses this perspective to shape strategies that drive sales growth, strengthen brand recognition, and improve dealer profitability.

Rob’s commitment ensures that every Dealer benefits from a system designed for long-term success and scalability.

Steve Rivard

Vice President, Dealer Growth & Development

With decades of experience in advertising, publications, and online marketing in the home services sector, Steve has guided the launch of dealerships across North America.

As both a co-owner of a dealership and head of dealer growth, Steve develops training and onboarding programs that help new Dealers reach profitability quickly—often within their first year.

His expertise ensures that new Dealers don’t just open their doors but start on a fast track to success.

Matt Citron

Vice President, Sales Operations

Matt’s deep background in sales, including door-to-door experience, gives Dealers the tools they need to close sales effectively.

Having owned and operated Bright Green Roof dealerships himself, Matt has designed proven sales scripts, customer engagement strategies, and operations systems that enable Dealers to recoup their investment quickly—sometimes in as little as 30 days.

His hands-on sales expertise helps Dealers build confidence, win customers, and grow revenue.

Paul Coulter

Vice President, Information Technology

With more than 25 years in digital marketing and advertising, Paul has worked with over 250 companies to build effective online growth strategies.

As a dealership co-owner, he developed Bright Green Roof’s brand marketing model, empowering every Dealer with guidance on a successful marketing, tech, and digital advertising system that drives customer leads through online channels.

Paul helps Dealers navigate cutting-edge strategies in marketing, technology, and digital advertising to achieve real results and boost visibility in their local markets.

Justin Ing

Sales Manager, New Dealer Planning

Justin brings over 15 years of sales operations experience, including work in home services, to help new Dealers evaluate and prepare for ownership.

His practical knowledge of day-to-day operations equips prospective Dealers with clear expectations and a roadmap for success.

Justin has helped launch numerous dealerships and ensures that every new Dealer understands how to maximize this opportunity for their family and community.

Nate Schenn

Sales Manager, New Dealer Planning

With over 20 years in sales, mergers, and acquisitions, Nate helps prospective Dealers identify and secure the strongest territories for growth.

His expertise in evaluating opportunities ensures Dealers enter markets with the best potential for success.

Through a consultative approach, he guides new Dealers with confidence, helping them launch in the right location and build a lasting business.