VP of Finance
As a Certified Public Accountant, Tricia Deeter loves numbers. And to her, they always tell a story. “When I look at the books, the sky opens up and the sun shines,” she said.
Tricia joined the ROI Communication team in 2019 as Vice President of Finance. In this role, she not only oversees the company’s finances, but also serves as a business strategist. “I love the challenge of forecasting,” she said. “Once I know a company well, I can often predict where it’s going.”
Prior to joining ROI, Tricia advised startups and venture-backed companies for Kranz & Associates – developing financial statement models, establishing accounting processes, handling tax compliance, managing cash flow and leading HR functions.
Previously, she served as Senior Director of Finance and Controller at Eye-Fi, a consumer electronics company; and as the Corporate Controller at Reliance Communications, Element Labs and The Staubach Company/DTZ. Earlier in her career, she spent five years as an independent consultant to small businesses, and eight years as a Certified Public Accountant at Coopers & Lybrand.
Tricia traces her affinity for business to her time at California State University, Fullerton, where earned a BA in Business Administration and worked part-time for a local company as an accounts payable clerk. “I like translating a business into numbers, and numbers into business,” she said. “To me, it’s just so interesting.”
When she’s not working, Tricia enjoys running, wine-tasting and epic road trips. On one especially memorable journey, she and her family drove their minivan from Dallas to Duluth and back, visiting a tall-grass prairie still rutted from wagon trains, the headwaters of the Mississippi, and Lake Superior – the greatest freshwater sea in the world.
“I just love seeing new places and meeting new people,” she said.