Ethan Van De Hey — CEO

Ethan Van De Hey is the CEO of Roofing Launch and a rising marketing leader in the home services industry. As Marketing Manager at Infinity Exteriors — one of Wisconsin’s top roofing, siding, windows, and gutters companies — Ethan grew them $20 million last year. He knows what it takes to grow a roofing company because he has done it from the inside.

Ethan holds an MBA from the UW MBA Consortium and a degree from UW-Eau Claire. He is a member of the BlitzMetrics AI Apprentice program, where he trained directly under digital marketing expert Dennis Yu, learning the same Dollar-a-Day and E-E-A-T frameworks that have driven results for Fortune 500 brands like Nike, Red Bull, and the Golden State Warriors.

At Infinity Exteriors, Ethan runs full-spectrum marketing campaigns — from billboard advertising and local radio on ESPN Milwaukee, to Google Business Profile optimization, Facebook Ads, streaming ads, and content marketing. He represents the company at home shows and trade events across Wisconsin, building the kind of real-world trust and community connections that translate directly into roofing leads.

Ethan is also the host of the Encourage Mindset podcast, with over 100 episodes featuring entrepreneurs, coaches, and industry leaders — including Dennis Yu as a guest on Episode #75. He has been called “the Mr. Beast of roofing” for his content-driven approach to growing a roofing brand, and his thought leadership has been published on BlitzMetrics covering topics like billboard strategy, radio advertising, and home show marketing for roofing companies.

With 7,000+ LinkedIn followers and deep roots in the roofing industry, Ethan brings the rare combination of hands-on operator experience and data-driven digital marketing expertise to every Roofing Launch client.

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Dennis Yu — Co-Founder and CTO

Dennis Yu is the co-founder and Chief Technology Officer of Roofing Launch, and one of the most recognized digital marketing experts in the world. With over two decades of hands-on experience, Dennis has personally managed advertising campaigns for powerhouse brands including Nike, Red Bull, the Golden State Warriors, Ashley Furniture, and Rosetta Stone — bringing Fortune 100-level strategy to businesses of every size.

Before founding Local Service Spotlight (the parent brand of Roofing Launch), Dennis held senior leadership positions at Yahoo! and American Airlines, where he helped build the foundational analytics infrastructure of the early web. He studied Finance and Economics at Southern Methodist University and the London School of Economics, giving him a rare blend of analytical rigor and marketing creativity.

Dennis is the co-author of The Definitive Guide to TikTok Ads, the #1 best-selling social media book on Amazon, and has been quoted by CNN, The Wall Street Journal, NPR, the Washington Post, and the LA Times. He is an internationally recognized speaker, having delivered keynotes at over 750 conferences across 20+ countries.

At Roofing Launch, Dennis’s proven frameworks — including the Dollar-a-Day advertising system, Nine Triangles methodology, and Content Factory approach — are channeled directly into helping roofing businesses grow through targeted, high-ROI digital advertising and Maps visibility optimization. These are the same strategies that have driven results for the world’s most recognized brands, now applied exclusively to the roofing industry.

Dennis has personally conducted roofing company audits published on BlitzMetrics, including deep-dive analyses of roofing companies’ Google Business Profiles, Maps visibility, and SEO performance — identifying exactly what drives (and kills) local search rankings for roofers.

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Why Roofing Launch Exists

Most roofing marketing agencies are generalists who slap a roofing logo on the same generic SEO playbook they use for dentists, lawyers, and plumbers. They don’t understand your sales cycle, your seasonal patterns, your lead sources, or how homeowners actually search for a roofer after a hailstorm.

Roofing Launch was built to fix that. We are a vertical brand of Local Service Spotlight, powered by BlitzMetrics methodology, with a team that has worked inside roofing companies — not just marketed to them from the outside. Our CEO grew a roofing company $20 million in a single year. Our CTO has audited dozens of roofing companies’ digital presence on camera and published the results.

Every strategy we deploy is roofing-specific. Every tactic is tested in roofing markets. Every metric we track is tied to phone calls and booked jobs — not vanity keywords and irrelevant traffic.

Our Network

Roofing Launch operates within the Local Service Spotlight ecosystem, alongside sister brands HVACgrowth.co (HVAC marketing) and other vertical agencies. This network means we benefit from shared learnings across hundreds of local service businesses while maintaining our roofing-only focus. Our team participates in weekly Office Hours coaching calls, ongoing training through the BlitzMetrics community, and collaboration with fellow specialists across the home services industry.