Leadership
Our leadership team combines deep expertise with a commitment to proactive empowerment. We strive to uplift our employees, clients, vendors, and community, driving exceptional results and building strong, lasting partnerships.
Greg Smith
President
My journey with Design Electric began in 1982 when I started working for my dad as an electrician's helper while still in high school. I attended CATEC in the evenings to complete the apprenticeship program, and in 1986, I passed the DPOR Master Electrician exam. My career started with hands-on experience on a service truck, followed by becoming a foreman. In the early 1990s, I transitioned to the office as a Project Manager. After the completion of the MJH/Sentara project, I moved into the role of President and later became a board member.
Over the years, I’ve achieved several milestones that I’m proud of, including obtaining master licenses in multiple states—some through reciprocity with Virginia and others by passing new proctored exams. These experiences required me to delve deep into the National Electrical Code (NEC) once again, which I find both challenging and rewarding. Continuous learning has always been important to me, whether it's studying the NEC, exploring new programs, or improving our processes to enhance efficiency.
As President, my primary responsibility is ensuring the company remains strong, healthy, and profitable, providing a great place to work for all our employee-owners. A significant part of my role involves ensuring that our team members actively contribute to our mission and align with our core values. This also includes placing the right people in the right positions, where they are motivated, capable, and passionate about their work.
Learning is what motivates me, both personally and professionally. Whether it's acquiring new skills for home projects or enhancing my management capabilities, I find satisfaction in continuous growth. It's important to me to maintain a healthy work-life balance, which is why I carve out time for walks or going to the gym, keeping me refreshed and centered.
My vision for the company’s future centers around strengthening our mentorship program, recruiting efforts, and retention strategies to build up our talented workforce. By our 50th anniversary in 2033, I envision us growing to 250 employees and inspiring young people to consider the rewarding career path skilled trades have to offer.
Tori Terrell
VP of Finance
I began my career with Design Electric as a receptionist while still in high school. After twenty years of hands-on experience and professional growth, I’ve progressed to the role of Vice President of Finance, taking on a leadership position and serving as Treasurer on the board of directors.
I’m an active member of the American Subcontractors Association of the Shenandoah Valley (ASASV) and the Construction Financial Management Association (CFMA). I also serve on the audit committee for The Center in Charlottesville, VA.
In 2023, I achieved my CCIFP (Certified Construction Industry Financial Professional) certification and am also a Mental Health First Aider.
My leadership style is people centered and rooted in emotional intelligence, which empowers me to build relationships, and drives my dedication to our employee's wellbeing. I’m passionate about knowing my team, facilitating effective communication, and maximizing strengths—both mine and theirs—by utilizing tools such as Gallup’s CliftonStrengths Assessment and the Enneagram.
Being a problem solver and avid learner, I enjoy the challenges involved in sustaining a healthy cash flow and the constant learning that is a key part of my role as a financial professional.
Cassy Roop
HR Manager
I’ve been the HR Manager at Design Electric since April 2024, where I oversee recruitment, employee relations, and the development of HR policies and programs that reflect our company’s core values. With a focus on fostering a positive workplace culture, I play a key role in talent acquisition and employee engagement initiatives. Outside of work, I enjoy spending quality time with my family and am an avid runner, frequently participating in marathons.
Christopher Scott
Safety Director
I grew up in Arizona, where I learned the electrical trade from my father and grandfathers in our family business. With over 20 years of experience in various commercial and industrial settings, I've developed a strong passion for construction safety. This passion led me to pursue specialized training, ultimately guiding me to my current role. In this position, I combine my electrical knowledge and experience with a deep commitment to safety, continuously seeking innovative and practical ways to improve best practices. Outside of work, I enjoy hiking, fishing, and kayaking with my wife and two daughters.
John Coffindaffer
Vice President Design Telecommunications
I began my journey with the company in 1997 as a helper in the then-fledgling Telecommunications Division. Over the years, I've risen through the ranks and now serve as the VP of the division. I oversee all company operations and am always eager to jump in and help with any task that needs attention to ensure both my team and the company succeed. My relentless drive to deliver as promised has played a significant role in the continued growth of our stellar reputation in the ever-changing wireless space. This is evidenced by several high-profile projects I've managed over the years in the DC area and Virginia. "Quality on Time" has been my mantra from day one, and it's something my team and I always strive to deliver.
Outside of work, I enjoy spending time with my family, tackling DIY projects, and playing golf.