Josh Diner

With nearly two decades of experience in the building materials industry, Josh serves as Vice President of Sales for Westcoat. He leads Westcoat’s Territory Sales and Sales Development teams, driving consistent year-over-year growth while advancing the company’s specification strategy, strengthening engagement with the design community, and supporting expansion across key markets including multifamily, commercial, and industrial. 

Josh joined Westcoat in 2021 as an Architectural Representative, where he played a key role in significantly expanding the Colorado and Utah markets. He went on to build Westcoat’s Sales Development Team as Director of Sales Development, which is a group focused on engaging architects, consultants, and owners, identifying project opportunities early, and strengthening the company’s pipeline for long-term, sustainable growth. As Director of Sales and subsequently Vice President of Sales, Josh has established the structure, process, and talent that supports Westcoat’s growing national sales organization.

With extensive experience collaborating with specifiers on project-specific product and system selection, Josh brings deep expertise across waterproofing, building envelope, wall systems, and resinous floor coatings. 

His leadership philosophy is rooted in a solution-first approach: prioritizing project needs, delivering reliable system recommendations, and developing high-performance teams focused on creating long-term value for customers and partners. Having worked at every level of the construction supply chain, Josh brings a rare cross-functional perspective on how manufacturers, distributors, and contractors operate, compete, and grow. He is a recognized voice on how the industry can work smarter across all of those layers.

Prior to Westcoat, Josh built his career in distribution leadership at ProCoat Systems, a family-founded building materials distributor established in 1984. Beginning in operations and advancing to senior management, he developed a comprehensive understanding of contractor needs, market dynamics, and supply chain complexity. ProCoat Systems was acquired by Beacon Roofing Supply in 2015, where Josh remained for five years, contributing to the waterproofing division’s growth through acquisitions and ultimately managing over $50M in revenue as District Manager. This background gives him a multi-level perspective on the construction supply chain that directly informs how he aligns Westcoat with its partners and their growth.

Josh is an active member of the International Concrete Repair Institute, where he previously served as President of the Rocky Mountain Chapter, and the International Facility Management Association.