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.
David Kirby
Vice President
I’ve been with Design Electric since the beginning. My training began during my Junior and Senior years at the Charlottesville Albemarle Technical Education Center (CATEC), where I first discovered my enthusiasm for electrical work. Upon graduation, I joined a prominent local electrical contractor, where I had the privilege of learning from some of the most skilled electricians in Charlottesville. The invaluable on-the-job training combined with the four-year State of Virginia apprenticeship program provided groundwork for my professional development. Through the strong relationships I built during this time, I was presented with an exciting opportunity to join Design Electric as it was being established.
After completing the Virgina Apprenticeship Program I passed the State exam and received my Journeyman Electricians certification, I followed with additional training and went on to pass the State exam and received my Master Electricians certification. I’ve continued over time and received my Electrical Contractors license, my Class A Contractors license, and my Associates of Applied Science in Construction Management, summa cum laude.
Over the years at Design, I have transitioned through a variety of roles, from Apprentice to Journeyman, then to Master Electrician, and advancing to positions such as Foreman, Superintendent, and Project Manager, and to Vice President. Throughout my years at Design Electric, each role has enriched my expertise and deepened my understanding of the industry, allowing me to contribute meaningfully to our projects and the team.
As Vice President, and a part of the Leadership Team, the Executive Team, and the Board of Directors, I’m proud to be part of an employee-owned company that has grown so much and endured over four decades. Going forward I remain committed to supporting innovation and excellence within the electrical field and mentoring the next generation of electricians.
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 I enjoy spending quality time with my family weight lifting, running, and baking a variety of breads (but my favorite is sourdough!)
Christopher Scott
Safety Director
I am a third-generation electrician who began my career working in my family’s business, gaining hands-on experience on commercial and industrial projects early on. Over the past 20+ years, I’ve worked across a wide range of commercial and industrial environments, building a strong foundation in the trade and a deep appreciation for the importance of construction safety.
Over time, safety became a central part of my work, leading me to pursue additional training and certifications and ultimately into my current role. Today, I combine real-world electrical experience with a practical, field-driven approach to safety. My focus is making sure our people go home safe to their families each day by strengthening safety programs, refining processes, and finding practical ways to reduce risk on the jobsite.
Outside of work, I enjoy traveling, hiking, and spending time outdoors with my wife and two daughters.
John Coffindaffer
Vice President Design Telecommunications
John Coffindaffer began his career with Design Telecommunications in 1997, starting as a helper in what was then a fledgling Telecommunications Division. Through nearly three decades of dedication, hands-on leadership, and an unwavering commitment to excellence, he steadily advanced through the organization to ultimately lead it as President.
Throughout his tenure, John has overseen full operational oversight of the company, consistently demonstrating a willingness to support any task necessary to ensure the success of both his team and the organization. His results-driven approach and passion for 'Quality on Time'—a personal mantra he has upheld since day one—have been instrumental in shaping the company's reputation for reliability in the rapidly evolving wireless industry.
John’s leadership is reflected in numerous high-profile projects across the Washington, D.C. region and the Commonwealth of Virginia, where his ability to deliver on promises has strengthened long-standing partnerships and fueled the company's growth.
Outside the office, John enjoys spending quality time with his family, working on DIY projects, and playing golf.