Robroy Industries Establishes Commercial Systems Department and Announces Leadership Promotions
November 3, 2026
Robroy Industries has recently established a new Commercial Systems department within its shared services organization and announced the promotion of Tawny Metz to Senior Manager, Commercial Systems, and Laci Hasler to Commercial Systems Coordinator.
The new department reflects Robroy’s continued investment in the systems, data, and digital experiences that support demand creation and connect its Sales and Marketing teams, channel partners, and customers to Robroy products and solutions.
Tawny Metz has been promoted to Senior Manager, Commercial Systems, following nine years of service with Robroy. Her career has included roles in Sales, Customer Service, and Salesforce, giving her a broad understanding of the company’s commercial teams and the systems that support them.
In her new role, Tawny will help Robroy more effectively leverage its CRM, product information, websites, configurators, marketing automation, syndication, and customer-facing digital experiences to create demand and serve customers.
“Tawny has demonstrated exceptional adaptability, service, and commitment throughout her career at Robroy,” said Steve Voelzke, COO of Robroy Industries. “Throughout her journey, she has done far more than manage day-to-day responsibilities. She has helped build Robroy’s future at every step. Her insight into our commercial teams, combined with her systems experience and collaborative leadership style, makes her the right person to lead Commercial Systems as we continue building the capabilities that support growth.”
Laci Hasler has moved into the Commercial Systems department as Commercial Systems Coordinator. For the past two years, she has served as CRM & Data Coordinator, helping strengthen data accuracy and improve segmentation for Robroy’s Sales and Marketing activities.
As Commercial Systems Coordinator, Laci will help coordinate user needs, system adoption, training, and continuous-improvement efforts across the company’s commercial systems. Her work will support a more complete digital view of commercial activity and customer relationships, giving teams greater confidence in how they engage customers and create demand.
“Commercial Systems gives us a dedicated structure for connecting the systems and digital experiences that support how we go to market,” said Stephanie Ellis, Director of Marketing for Robroy Industries. “With Tawny leading the department and Laci supporting its coordination and adoption efforts, we are strengthening our ability to serve our customers and solidifying our commitment to leading the way in our industry.”
