About Us

Rooof sells software to property management companies in the USA on monthly recurring subscriptions.  On-site users at each property use our software to automatically put classified advertisements on the internet using our browser extension (and pending Electron implementation) that mimics human-like browser-interactions. Instead of making classified ads manually, our software does all the work.  Our software is used in over 2,000 apartment buildings by over 5,000 users.

Rooof was founded in 2012 to improve how the rental-housing industry advertises their vacancies. People love our software because it writes great performing ads and because we have automated a task that they despise. We are preparing to build new software for our existing customers to meet other needs, unrelated to classified ad automation.

We are a team of 15 with our head offices in Victoria, BC.  12 of us are located in Victoria, BC, with sales in Phoenix and two off-site software engineers.  Read more about us below!

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Rooof Timeline


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Meet the Team



As our CEO, Adam describes his job as “running payroll and paying off the company credit card.” In reality, he’s responsible for steering the ship and thinking of new ideas to help Rooof grow. Adam balances out his time running the company with various projects, gardening, and watching his kids grow up.


Anton sivolapov

Currently based out of Russia, Anton works on the backend of Rooof, developing and maintaining our Chrome extensions.  Aside from being super tech savy, he’s a man of many talents, having won a yo-yo championship in his city!


Adam Zimmerman

Adam writes the backend monitoring software to keep Rooof running smoothly. He also works on server infrastructure to ensure our team can continue to develop and support Rooof. He enjoys rock climbing, martial arts, and various self-proclaimed “nerdy” things.



Allen is a sales and account management pro. He works in all parts of client management, from identifying and demonstrating Rooof’s magic to new clients, to maintaining happy client relations. He’s a published photographer, and has worked with the likes of Bob Hope and the cast of Mash as a professional musician.



Hanna develops and maintains client accounts, and helps the company grow via recruitment, hiring, and company snack coordinating.  She’s a fitness junkie, but makes plenty of time for world travel and her family, friends, and adorable pup.



On the daily, Matt's work as a software engineer solves the technical issues that our clients face, but he also works on new features that help make everyone's lives a little easier here.  His problem-solving abilities don't just end with Rooof, as he enjoys board games and survival trips in the great outdoors in his free time.


Cassandra herbert

Cassandra does our client training and manages a small portfolio of accounts. She’s also a jack of all trades, handling random tasks from booking conferences to writing user manuals. In her spare time, Cassandra loves playing with her cats, crafting, and hitting the trail on her bike.



Catlin is a JavaScript software developer here at Rooof, and is currently working on research and development with our Chrome extensions. He once went on a road-trip that reached all but one Canadian province, that's over 4200 miles covered one-way!

Miranda Rotz

Miranda is our mapping and support engineer, writing the code that allows our posting tool to run on each client's website! A Vancouver Island native, she thrives on fresh air, spending her time adventuring outside with frequent hiking, backpacking, and camping trips. Super fun fact? She's a totally self-taught coder!


Tom Himmelman

Tom is a member of Rooof’s support team, helping clients with their questions and issues that they report. The other part of his role is account management where he works at building long-term relationships with our clients. In his free time, he likes to keep active by exploring Vancouver Island with his girlfriend and his labradoodle.


Tom Daggett

Tom works on Rooof’s engineering team doing our quality assurance. He works at testing Rooof and automating a variety of processes. After work, he likes to get outside, run, bike, and explore. You can also find him at home cooking or trying to avoid being scratched by his cat.


Alanah Garcin

Alanah is responsible for training clients from all over how to use Rooof. Outside of work, she is very active in the arts community and enjoys reading a good book. Fun fact: she has a not-so-secret passion for anything outer-space related!



Michelle cash

Michelle takes care of Rooof’s marketing and everything including crafting our brand, proactively supporting sales, and delivering exceptional client communications and experiences. She is happy to have returned home to Canada after 14 years living abroad and loves being in the outdoors.



Rooofus is our beloved mascot and brings much joy to our team. You will spot him throughout the posting process and out and about in other areas of Rooof. He loves meeting new friends and going for long walks. He also enjoys playing with his furry best friend Bennett!


Ian Fonberg

Ian works on the engineering side of Rooof and connects with the sales team to help integrate our clients with the software. Outside of Rooof, he describes himself as a “jack of all trades, master of some” with his free time going to a variety of activities like cooking, surfing, snowboarding, playing guitar and going to the gym.


Carl Masri

Carl is a full-stack developer at Rooof. He builds beautiful web applications to make our lives (and our clients lives) much easier. In his downtime, Carl keeps busy by playing sports (mostly soccer and hockey), reading and tinkering on side projects


Lisa Kinoshita

Lisa is a mapping and support engineer, so she writes code that allows Rooof to work on client websites and helps fix technical issues. She enjoys keeping active by going outside or to the gym and hanging out with her dog. You can also frequently catch her indulged in a true-crime TV show.


Velina ivanova

Velina contributes to the development of new features for Rooof! She also helps out with designing and building new versions of Rooof. When she isn’t working, she likes to keep busy by reading, staying active, and planning her next adventure.



Bennett is Rooofus' best friend and is a hard-working member of the Rooof team. When he comes to work, he ensures that he is always at the top of his game by taking multiple naps throughout the day. When he's not napping, you can usually find him playing with one of his many toys!


Joy Joinville

Joy is a very busy bee! She splits her time between accounts receivable, building long term relationships as an account manager, and drinking lots of tea. When she's not working, you can find her exploring a new local restaurant, or starting a new project at her house. She is a self-described HGTV addict!


Samantha Wills

Samantha is Rooof’s in-house graphic designer! She creates beautiful visuals for a variety of materials for both print and web, so basically anything involving layout, imagery, and type. After work, she keeps busy by being an avid crossfitter.


Brian Draijer

Brian leads the server-side development team in creating the foundational building blocks for current and future Rooof products. He loves the outdoors and enjoys rock climbing, cycling, hiking, kayaking, and spending time with his family.



Welcome to the team! Stay tuned for more about Amanda coming soon...





Could this be you?

Are you reading this page wishing you could be part of Team Rooof? We have a variety of job openings and would love to meet you! Check out our current job postings here!

Rooof By the Numbers

Between the members of Team Rooof, we...


Have visited 59 countries


    Own 107 Electronic Devices


Drink 350 Hot Drinks/week