Meet the Leadership team

As the company's President, the buck stops with Jeff. He is accountable for establishing and realizing River Rock's vision, goals, strategy and culture. He provides leadership and direction, and ensures we continue to create value for our customers, employees and stakeholders. 

Prior to founding River Rock in 2018, Jeff spent the previous two decades in various business development and operations roles within the industry, where he honed his consultation skills to help owners and managers of apartments, condominiums, co-operatives, non-profit housing, and educational institutions provide superior experiences for their residents.

Jeff is a foodie and the only thing he loves more than eating a fabulous meal is cooking one for his friends and family. He also enjoys golfing and supporting various industry associations.

Cinnamon’s focus is executing River Rock’s strategy and ensuring our service delivery and customer experience across all functions aligns with the needs of clients and the River Rock brand. She leads our Marketing, Customer Service, Field Operations, New Business Implementation, Human Resources, Administration and Finance activities.

Cinnamon has over 25 years’ experience in marketing, communications, sales enablement, HR and operations within the financial services and multi-residential housing industries. She earned a Bachelor of Arts (Communications) from the University of Waterloo and is a certified Change Management Practitioner. 

Cinnamon enjoys travelling, swimming, hiking and spending time with friends and family around the campfire. Cinnamon and Jeff have three adult children and two Airedale terriers that keep them on their toes.

Gayle designs and implements initiatives that support River Rock's clients, business and growth strategy. She oversees our Operations, Customer Service, Administration and Data Analytics while providing leadership to our growing team.  

Gayle joined us in early 2022 with a broad range of experience spanning human resources, IT, lead generation, sales support, operations, data analytics, and Lean Management. She spent two years as our Director, Business Intelligence and Strategic Projects where she designed and implemented many initiatives that helped us scale our business, and moved us light years ahead by embedding data analytics into everything we do.

Gayle enjoys all things that include her family, especially if it involves food, wine and Disney.

Jeffery has been a driving force behind River Rock's operations since 2019, leveraging over 25 years experience in the commercial and industrial laundry business. He provides technical support to our team and clients to ensure their laundry rooms are safe and functioning at their best.

Jeffery has a passion for customer service and believes in going the extra mile to ensure the job is done right the first time. 

Jeffery lives in Georgetown with his wife, son and daughter. In his spare time Jeff enjoys playing baseball, curling, fishing and volunteering with the Halton Down Syndrome Association.  

Alexander joined us in 2020 as Junior Service Technician and quickly progressed to become one of our most valuable gas licensed Senior Technicians and then our Manager, Installation Services.  

Alexander oversees new business implementations, ensuring quality control and a smooth transition for our clients. He also manages our warehouse activities with a focus on efficiency and safety, and helps execute projects that enable River Rock to scale our operations. 

In his free time, Alexander enjoys painting miniatures and playing tabletop games across Southern Ontario. He also loves camping and spending time up north with his wife and pets.