Monthly Archives

April 2018

Surface Tech Names John Roshala as Executive VP of Sales

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John Roshala(PRESS RELEASE) — Surface Tech, an innovative solutions provider for the building materials industry, is pleased to announce John Roshala’s new role as Executive Vice President of Sales.

Based out of Surface Tech’s headquarters in San Diego, John will now be responsible for leading Surface Tech’s sales strategy and development for their entire suite of services, including the company’s Concrete Division, Asphalt Division, and Software Division.

John joined Surface Tech’s Software Division at the beginning of 2018 as Executive Vice President, bringing over 14 years of software and sales experience. His career began as VP of Sales for Anonymizer, a company that experienced dramatic growth in the Federal sector and was eventually purchased by Abraxas Corp.  Prior to joining Surface Tech, John served as President for NoteVault, a leading daily report software for the construction industry.

“John’s elevation to oversee our sales company-wide was more a fulfillment of original planning,” says Surface Tech’s President, Steve Santa Cruz. “John is an industry-recognized sales expert that will bring needed disciplines and technique to a growing entity like ours. I have first hand experience working with John in the past and am excited and confident of his impact.  New innovation traction into our served industries is no easy task.  However with John’s help, and the special nature of our proven technologies, our sales efforts will be well managed.”

Throughout his career, John has been a growth-oriented leader with a proven ability to select and manage high performance teams, create key internal and external alliances, and drive profitable revenue. He is known for being an action-oriented, high-energy professional with vision and a sound practical management style.

Surface Tech is the global leader in asphalt and concrete innovation and has expanded its services to include MAINFRAME, a software platform built from the ground up specifically for the concrete industry.



Surface Tech Names Joe Dennis as VP – Asphalt Division

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Joe Dennis(PRESS RELEASE) — Surface Tech, an innovative solutions provider for the building materials industry, is pleased to announce that Joe Dennis has been named VP/CTO of its Asphalt division.

Joe joined Surface Tech in 2017 as a Director.  In his new role, he will transition more to the technical oversight of product R&D, training, and support.  He will also oversee Surface Tech’s Quality Control (QC) program and the refinement of its automated dosing equipment line, which differentiates Surface Tech’s products from others in the industry.  Joe will also champion Surface Tech’s role in spec provision throughout the current and intended footprint.

“Joe continues to be a valued member of our executive team and I am confident that through his expertise, Surface Tech will continue to see dramatic growth in our asphalt products throughout our geography,” said Steve Santa Cruz, President, Surface Tech.

Surface Tech LLC was founded in 2013 and largely concentrated on the asphalt industry by way of its flagship product, ACE Fibers. ACE Fibers, a Surface Tech asphalt additive, uses aramid fibers to address the two major distresses affecting asphalt performance today; cracking and rutting.

When ACE Fiber is mixed into asphalt, it disperses over 19 million Aramid fibers throughout each ton of mix to provide 3-dimensional reinforcement that increases the asphalt’s resistance to reflective cracking, rutting, fatigue and increased life expectancy. For more information visit


For media inquiries, please contact Sara Bouffard at 832.431.8255

ACE XP Polymer Fiber adds strength to asphalt pavement in all directions. PROVEN IN THE FIELD. DOWNLOAD THE TEST RESULTS.