L2L Appoints CFO and CMO

Seasoned SaaS executives join L2L to accelerate growth and drive operational excellence.

SALT LAKE CITY, Utah, November 18, 2025 – L2L, a global leader in the connected manufacturing operations space, today announced the addition of two senior executives to its leadership team: Paul Fitzgerald as Chief Financial Officer (CFO) and Josh Roffman as Chief Marketing Officer (CMO). The appointments support L2L’s aggressive growth plans with go-to-market and operational excellence as demand for manufacturing operations platforms continues to surge.

Fitzgerald brings more than 25 years of financial leadership experience in high-growth technology companies, with a proven track record of scaling B2B SaaS organizations and leading multiple successful exits. Before joining L2L, he held executive roles at Delta Data Software, Silverlink Communications, InsightSquared, and ITA Software.

“L2L is on a clear growth trajectory, driven by a talented team and meaningful customer outcomes,” said Paul Fitzgerald, CFO of L2L. “I look forward to partnering with our leadership team to support long-term value creation and ensure the company continues to scale efficiently and strategically.”

With over 25 years of marketing leadership in enterprise software, Roffman brings extensive experience in accelerating growth and building brand awareness. His background includes driving go-to-market strategies and demand generation initiatives that maximize annual recurring revenue (ARR) while establishing market leadership. Before L2L, Roffman led high-performing global marketing and product marketing teams at Loftware, AFS Financial Solutions, and Softrax Corporation.

“I’m thrilled to be joining L2L and excited to build on the momentum of a company with outstanding products and customers,” said Josh Roffman, CMO of L2L. “L2L has an incredible opportunity to redefine manufacturing performance, and I look forward to amplifying our story, deepening engagement with our customers, and driving measurable growth.”

“We’re excited to welcome Paul and Josh to the team,” said John Davagian, CEO of L2L. “Their deep expertise in finance and marketing will help us scale faster, reach more manufacturers, and deliver even greater productivity and efficiency.”

About L2L

L2L is the connected manufacturing operations platform that saves customers $5 billion per year by eliminating downtime and increasing productivity. Our platform delivers real-time guidance to frontline teams, unified control for operations leaders, and measurable insights for global executives. For more information, visit l2l.com.