How We Got Here!

Beth Armendariz has over two decades of experience in operational leadership and SaaS technology, specializing in guiding private equity firms,  multi-location companies, and large enterprise organizations to maximize the value of their software investments. Beth’s career began in the trades, where she served as a bookkeeper for an HVAC shop and later transitioned into development, grounding her in the practical, day-to-day challenges of the service industry. This early experience shaped her customer-centric approach to technology and business solutions.

Over the past six years with ServiceTitan, Beth has led implementations across various trades, including hvac, plumbing, electrical, garage doors, roofing, pools/spas and painting in the residential, new construction, and commercial sectors, ensuring rapid, value-driven transitions for high-stakes clients. Her roles have spanned from Senior Project Manager to Enterprise Engagement Manager to Manager of Enterprise New Trades Implementation, where she managed projects with an ARR exceeding $700 million and streamlined onboarding processes to boost efficiency by 40%. Beth’s strategies emphasize her focus on user adoption, scalability, and system optimization—key elements that have consistently driven customer success and retention.

Prior to ServiceTitan, Beth held pivotal roles in technology and project management, from directing operations at Webfortis to leading a global PMO for Western Computer. These experiences equipped her with deep insights into resource allocation, process refinement, and organizational change management, allowing her to execute initiatives aligned with clients’ long-term goals.

As the founder of TitanHero Consulting, Beth combines her technical expertise, SaaS leadership, and industry knowledge to empower clients in the home services industry. Her firm specializes in system (tenant or portfolio) audits, settings optimization, user adoption, and change management—helping businesses realize the full potential of their existing systems. With a collaborative and strategic approach, Beth partners with clients to deliver customized solutions that drive measurable results.