The sound of rain used to keep Paul Reed up at night—but not for the reasons one might expect. As owner and president of operations at Highland Commercial Roofing, it wasn’t discomfort that unsettled him, it was opportunity. Each drop reminded him of the buildings he hadn’t yet protected and the communities that depended on the work his company was built to do.
Reed’s entrepreneurial journey is rooted in resilience and driven by purpose. From the start, his goal wasn’t just to lead a roofing company—it was to elevate an entire sector. With over three decades of experience in commercial and residential roofing, restoration and insurance, Reed turned setbacks into breakthroughs. He led Highland Commercial Roofing through transformative growth by focusing not just on service, but on sustainability, education and unmatched workmanship.
Over the past three years, the company has surged forward, enhancing operations across multiple markets and launching a new arm, North West Roofing. Reed oversaw expanded service areas, increased team capacity and more efficient response protocols—especially critical in an era defined by climate extremes. But numbers aren’t what drive Reed. It’s people. The team members who wear the logo and the customers who count on them.
A Titan 100 Honoree, Reed sees innovation not only in tools and materials, but in how people are led and supported. At Highland Commercial Roofing, the future of work is about mindset as much as technology. He’s introduced mentorship programs, safety initiatives and development tracks that create upward mobility for every team member, from the field to the front office. Investing in the workforce is not an expense to him—it’s the foundation of endurance.
To keep his energy sharp, Reed leans into mental discipline and spiritual grounding. Passion for him isn’t a burst of inspiration—it’s a commitment. He shares that openly, knowing it’s contagious. In a high-stakes industry where one misstep can jeopardize both lives and livelihoods, Reed’s steady enthusiasm sets the tone for operational excellence and client trust.
Given the chance to master any skill instantly, he’d choose heightened emotional intelligence. In an industry that often overlooks the human side of leadership, Reed believes that understanding and connecting with others is the most vital asset a leader can wield. It’s this empathy that fuels the culture at Highland Commercial Roofing and inspires loyalty within his team.
Five years from now, Reed sees Highland Commercial Roofing and North West Roofing as the go-to brands in commercial roofing across the Western United States. But beyond expansion, his goal is to model what integrity-led business looks like—where safety, service and servant leadership go hand in hand.
Among his many accomplishments—published thought leadership, national speaking engagements and community service honors—what Reed values most is the respect of his peers and the personal growth of those around him. His work builds more than structures. It builds belief.
Every time it rains, Reed doesn’t worry—he feels proud. Because for him, protection isn’t just part of the job. It’s the entire mission.
