“Be humble and hungry.”
With 48 years of progressive leadership in commercial roofing, fluid-applied systems, and sustainable building solutions, Joe Sorrentino has become a respected authority in the construction materials industry. He brings an exceptional blend of technical expertise, sales leadership, training development, and market expansion strategies, having served in a variety of high-impact roles across both Fortune 500 enterprises and entrepreneurial ventures.
Joe most recently held the role of Florida Regional Account Manager for GEOCEL and Kool Seal Brands within the Roofing Solutions Group at Sherwin Williams. From July 2020 to April 2025, he oversaw a $4.5 million sales territory throughout Florida, managing a team of three independent sales professionals and spearheading a 50% growth in sales during his first 18 months alone. His sustained excellence earned him the prestigious Presidents Club Sales Excellence Award for five consecutive years—2020 through 2024—solidifying his reputation as a top-performing sales strategist and leader.
Before this, Joe was the National Market Development Manager for the UNIFLEX Brand Fluid Applied Roofing Systems, where he played a pivotal role from 2017 to 2020. In this capacity, he supported a nationwide sales force, drove specification efforts with design professionals, and presented continuing education (CEU) courses across key industry associations like IIBEC, RCMA, AIA, CSI, and BOMA. His ability to foster relationships and generate demand in complex stakeholder environments made him an indispensable asset to the organization.
Joe’s influence extended beyond sales. As Manager of Commercial Roofing Training & Development from 2016 to 2017, he designed and delivered 22 specialized training modules used in national quarterly programs. His dedication to elevating technical standards was further recognized through his attainment of the Registered Roof Observer (RRO) designation from the Roof Consultant Institute.
A committed mentor and advocate for industry growth, Joe was honored with the Florida IIBEC Chapter’s Mentor of the Year Award in 2023, acknowledging eight years of continuous mentorship within corporate development programs as well as his involvement in charitable and fundraising initiatives. This recognition underscores Joe’s belief in giving back to the industry and nurturing the next generation of roofing professionals through hands-on guidance and community support.
His earlier roles—ranging from managing government sales and special projects at UNIFLEX to serving as Chief Operating and Marketing Officer at Sustainable Weatherproofing Solutions—demonstrate his wide-ranging skills in project development, architectural engagement, forensic diagnostics, and sustainable product application. He has consistently served as a bridge between innovation and execution, helping firms and property owners navigate complex roof system challenges with clarity and efficiency.
Joe’s career began with foundational roles that honed his abilities in technical management, training, and business development. These include positions such as Regional Manager at ASTEC Re-Ply Roofing Systems, Southeast Regional Technical Manager for Sika Sarnafil USA, and Vice President of Business Development for the National Client Group at Professional Service Industries (PSI), where he introduced and expanded national accounts in engineering and facility services.
Educationally grounded with a B.S. in Economics from Florida Southern College and additional studies in Mathematics at Villanova University, Joe combines analytical thinking with real-world problem-solving to produce measurable outcomes. His expertise lies not only in identifying growth opportunities but also in empowering teams to exceed expectations through technical training, relationship management, and strategic foresight.
A lifelong Floridian with a national impact, Joe Sorrentino continues to be a driving force in roofing innovation, trusted by peers, partners, and clients alike for his unwavering commitment to quality, education, and market excellence.
Character
Joe Sorrentino demonstrates unwavering integrity, leadership, and a tireless work ethic, consistently exceeding expectations while fostering a culture of accountability and excellence among his teams.
Knowledge
With extensive experience in roofing systems, sales management, technical training, and sustainable solutions, Joe brings a depth of industry knowledge that is both comprehensive and practical across commercial, government, and private sectors.
Strategic
Joe has a proven track record of driving market expansion and profitability through strategic planning, performance coaching, and targeted relationship development with architects, engineers, and decision-makers.
Communication
A confident presenter and educator, Joe excels in translating complex technical concepts into clear, actionable insights for clients, colleagues, and industry professionals through CEU programs, sales training, and collaborative outreach.
