People

Blair founded Alair in 2007 and provides strategic guidance and support for Alair.

Rob Cecil is the Chief Executive Officer of Alair Homes. As CEO, Rob is responsible for setting the strategic direction of Alair and driving the company’s continued growth and success. Rob first joined Alair’s senior leadership team in March 2013 as the Chief Development Officer and has also served as the president of Alair since September 2020.

Rob has dedicated much of his career to growth phase companies. As an advisor, trainer, and coach, Rob has provided consulting services and direction in a variety of industries in over a dozen countries. Rob’s expertise spans brand development, market expansion modeling, executive training and mentoring, capital acquisition, sales and product development, as well as compliance and regulatory affairs.

In addition to his role at Alair Homes, Rob has been actively involved with organizations such as Holibray, serving as a director for the private development group focused on investment acquisition and new venture development. He has also held positions on advisory boards, including IzzitGreen and AMRC Group, where he contributed to brand development, growth consulting, and coaching.

Rob has served as the CEO of Environmental Commerce eXchange (ECX), a role in which he played a pivotal part in the company’s acquisition by Vertuous, d/b/a Izzit Green. His tenure at ECX involved working with a diverse range of organizations, both domestic and international, seeking sustainability-inspired supply chain sourcing and investment capital for clean tech and carbon-free projects globally. Additionally, Rob served as the CEO of Qvault.

Under Rob’s strategic leadership, Alair has emerged as the largest and fastest-growing premium construction management franchise in North America, setting an industry standard for consistent practices and innovative builds.

Katrina has been Chief Financial Officer at Alair since 2017, overseeing the company’s financial operations and supporting both franchisees and the franchisor with strategic financial guidance. A CPA and CMA designated in 2011, she holds a Bachelor of Business Administration from Vancouver Island University. Katrina began her career in public accounting at Tyce Carle-Theisson (TCT), where she developed expertise working with construction clients. This experience provided her with insight into the financial challenges contractors face, particularly the lack of real-time financial reporting.

Joining Alair in 2012 as a controller, Katrina was instrumental in establishing streamlined accounting processes and real-time reporting systems that have become essential to the growth of Alair’s network. As CFO, she collaborates closely with the senior leadership team to ensure the company’s financial stability and scalability.

Known for her attention to detail and problem-solving skills, Katrina is passionate about building a world-class accounting service at Alair. Outside of work, she is an active sports mom, and she enjoys cooking, hiking, travel, and dreaming up home improvement projects with her family. Katrina’s favorite part of working at Alair is the people, praising the company’s supportive culture and collaborative environment.

As COO of Alair, Duane oversees operations, implements strategic plans that align with the company’s vision, and ensures the entire organization is communicating and functioning at a high level. He works closely with the executive team and department leaders on research and development and systems optimization.

Duane joined Alair in 2016 as a Builder/Partner and became a Regional Partner in 2017. He was very instrumental in incorporating EOS into the Alair culture.

Duane entered the construction industry over 30 years ago working on oceanfront estates in The Hamptons on Long Island, New York. In 1996 he moved to Charlotte, North Carolina and started a general contracting business.

As a builder, remodeler, coach, consultant, and COO, he is dedicated to elevating professionalism in the construction industry by promoting continuous learning, strategic planning, collaboration with like minded peers and the elimination of egos. He believes that if you fail to do these things the industry will reduce you to a commodity and leave you alone on an island.

When he is not talking shop you will most likely find him outdoors. He and his family love to travel, hike, explore, and discover new places and new things.

Construction has been a part of Stu’s life from an early age, and he has always been driven to improve the industry. His commitment is reflected in his active involvement with industry associations like the Canadian Home Builders Association and the VI Construction Association, as well as his support of several non-profit organizations focused on community development and housing.

Since 2011, Stu has devoted his expertise to Alair Homes, initially as the Owner/Operator of the company’s first location. In 2016, he took on the role of Chief Operations Officer, where he successfully supported all Alair locations during the company’s rapid expansion across Canada and the U.S. In 2024, Stu transitioned to Chief Compliance Officer (CCO), where he continues to play a vital role in ensuring the health, security, and operational excellence of Alair.

His primary focus is on the learning and development of Alair’s internal team, ensuring strict adherence to the company’s proven policies and processes. Stu also collaborates closely with the legal team to keep Alair at the forefront of industry standards, safeguarding the interests of partners, employees, suppliers, and subcontractors. Through his leadership, Stu helps Alair consistently deliver beautifully crafted, high-quality homes for its most important clients.

As the Director of Communications at Alair, Natalie connects Alair with homeowners across North America through integrated brand campaigns and community engagement. In addition to her role as director, Natalie is also the managing editor of Alair Magazine, which showcases home and lifestyle trends.

In 2011, Natalie founded Harper PR, an independent marketing communications consultancy that serves as one of Western Canada’s most sought-after consultancies by global brands. Harper PR has secured media coverage with major outlets such as TSN, CTV, Global National, and more. Natalie has led PR for Food Banks Canada, initiated the Stocking Stuffers for Seniors program in collaboration with London Drugs and Operation Friendship Seniors Society, and championed the #BuildingARTyeg initiative, creating the #BuildingARTyeg award in partnership with IDEA.

Over her 10-year tenure at Alair, Natalie has championed an engaging, people-to-people public relations strategy that catapulted Alair’s Edmonton locations to the forefront of Alberta’s top builders. Now, she continues to expand that successful strategy across Alair, empowering builders at 100+ locations to commit to meaningful change in their communities. Driven by this motivation to give back, Natalie spearheaded Alair Cares, Alair’s community give-back program that has contributed charitable donations and services across the U.S. and Canada.

Natalie has been recognized as a finalist for the prestigious Notable Award in 2016, the Best in Business #Yeggie Award category in 2013, and the Deloitte Women of Influence award in Edmonton in 2010.

In 2022, Natalie received Alair’s highest honor at the Alair International Conference Awards: the Jamie Affleck Legacy Award.

Hailing from the U.K., Rachel Peace brings an impressive track record in human resources spanning national and multinational organizations over two decades. Her journey led her to the vibrant shores of Canada in 2015, where she embarked on a new chapter with Alair.

As an adept HR Manager, Rachel holds a prestigious CPHR (Chartered Professionals in Human Resources) designation. Her passion for nurturing human potential and fostering organizational culture is evident through her extensive portfolio, encompassing recruitment, onboarding, performance management, learning and development, compensation and benefits, change management, and employee engagement.
Rachel’s contributions have extended to strategic resourcing, where she played an integral role in negotiating and implementing Preferred Supplier Agreements with recruitment agencies across the UK. Her portfolio boasts an impressive involvement in business acquisitions and transitions, such as relocating a team of 200 staff between major cities.

At Alair, Rachel has been instrumental in recalibrating Home Office goal-setting structures, devising a competency-driven Growth Framework, launching a dedicated Wellness Team, and orchestrating the recruitment of pivotal roles. Rachel has also orchestrated the hiring of 93 staff members within a nine-month period during a phase of exponential growth.

Amidst the demands of HR leadership, Rachel treasures her family time by visiting the oceans and forests where they live. She also loves to cheer on her daughter on the soccer field (or footie, as she would call it).

Meet Jeff Daley, a seasoned professional with a diverse background and extensive experience across various industries. Since July 2019, Jeff has served as the Director of Training & Education for Alair’s home office. Jeff has been instrumental in enhancing the organization’s training and education initiatives.

Jeff joined the home office after working as a project manager in one of the Nanaimo franchise offices. Since then, he has honed his expertise in management by playing a pivotal role in refining and optimizing Alair’s processes and software.

As a director, Jeff brings a multifaceted approach to his role in training and education, introducing principles that he learned during years of experience in sales, marketing, customer service, and financial services.

Jeff is originally from Toronto, Canada. In 2017, he moved to Nanaimo; today, he enjoys everything that beautiful British Columbia has to offer.

Adam McCaa is a well-respected international sales and business growth expert with over 25 years of experience in building and scaling businesses. Adam has had the privilege of training and working with some of the most successful business minds on the planet today and has brought those insights and expertise to Alair.

Over the past 10 years, Adam has been responsible for helping to develop and grow the brand into the largest custom home builder and remodeler in North America. Today, Adam works directly with the partners at Alair to help them master the skills to best market, sell and grow their business.



Adam’s impressive track record stems from his vast knowledge and experience of developing creative marketing and sales strategies, building effective systems and processes and implementing the best practices that consistently generate optimum performance.

As Alair’s Director of IT, Paul Leszczynski specializes in leading technology teams across software development, ERP, CRM, and IT Operations. With a proven track record of implementing and upgrading complex systems, Paul’s career highlights include guiding a Canadian SaaS company through GDPR compliance and a successful IPO.

Paul excels at translating technical complexities into practical business solutions, ensuring the organization benefits from effective and innovative IT strategies. He is deeply committed to delivering exceptional experiences for Alair, both internally and for the communities it serves.

Paul brings a unique approach to leadership, prioritizing empathy and openness to create high-performing teams. He’s a proud supporter of diversity, equity, and inclusion in the workplace, and he strives to address systemic issues of inaccessibility using technology and empathy.

Outside of work, he’s an avid tabletop role-playing gamer, a daily dog-walker through every season, and a proud dad hoping to pass on his love for gaming to his young son.