About Us
The People Behind TradeHeading

Meet Our Executive Team

TradeHeading is built around a simple idea: give small trade businesses the tools they actually need without turning their day into another full-time office job. And like many small businesses, ours is very much a family affair.

About TradeHeading

Built for people who would rather run their business than manage software.

TradeHeading was created for owner-operated contractors, tradespeople and small crews who need a simple way to manage customers, leads, estimates, projects, follow-ups and reviews. We believe business software should make your day easier — not give you another complicated system to manage.

Leadership

Our Executive Team

Every great company needs strong leadership. Ours just happens to include executives who still require booster seats.

Dahila - Chief Executive Officer
Chief Executive Officer
Chief Executive Officer

Dahila

Dahila brings more than five years of life experience to her role as CEO.

Her leadership philosophy is straightforward: make a decision, announce it confidently, and let the others work out the details.

Her extensive executive background includes negotiations, activity planning, distribution, and maintaining exceptionally high standards for entertainment.

Areas of Expertise
Strategic Leadership Executive Decisions Negotiations Snack Acquisition Team Motivation Asking "Why?"
Azalea - Chief Operating Officer
Chief Operating Officer
Chief Operating Officer

Azalea

Azalea oversees day-to-day operations and specializes in rapid organizational change, frequently reorganizing an entire room in less than three minutes.

Her experience includes logistics, inventory relocation, quality control, and identifying operational weaknesses such as unsecured cabinets, unattended beverages, unlocked phones, and nothing is out of reach.

Her management style is best described as extremely hands-on.

Areas of Expertise
Operations Logistics Inventory Redistribution Crisis Management Snack Quality Assurance Unauthorized System Access
Jason - Head of Sales
Head of Sales
Head of Sales

Jason

Jason leads the sales organization and brings years of experience in persuasion, negotiation, customer relationships, and closing deals.

Unfortunately, none of that experience prepared him for negotiating with the CEO.

Jason is responsible for generating revenue, developing new business, managing customer relationships, and explaining to senior leadership why "because I said so" is not normally considered an acceptable contract term.

Jason reports directly to Dahila, a management structure he did not approve but has learned to accept.

Areas of Expertise
Sales Business Development Customer Relationships Negotiation Revenue Growth Dad Jokes Saying "Ask Your Mother"
Randy - Chief Technology Officer
Chief Technology Officer
Chief Technology Officer

Randolph

Randy serves as Chief Technology Officer and brings decades of technology, business, troubleshooting and "I can probably build that" experience to the organization.

As CTO, Randy is responsible for technology strategy, systems architecture, software development, infrastructure, security, and fixing anything that everyone else has already tried turning off and back on.

He also heads the company's highly regarded Research & Development Division , where emerging technologies are evaluated primarily on whether they can make life easier.

Despite being the company's most senior technical executive, Randolph ultimately reports to the CEO.

He considers this the toughest management structure of his career.

Areas of Expertise
Technology Strategy Software Development Systems Architecture Troubleshooting Innovation Golf Cart Engineering Grandpa-Level Tech Support

Serious software. Not-so-serious management.

The executive titles may be a little questionable, but the mission behind TradeHeading is not. We're building a practical platform that helps small trade businesses spend less time managing software and more time taking care of their customers.