Sales & Estimating

Matrix HG’s approach sales is unique. Unlike a corporate approach to sales, which involves hiring sales specialists with a thin understanding of the business, our sales team are industry professionals who have devoted their careers to HVAC.

Matrix HG’s sales and estimating professionals are core team members who are in constant communication with their customers and whose work is integral to developing solutions that meet and exceed our clients’ goals. We frequently hear from customers how much they appreciate the ongoing relationships with their first point of contact with Matrix, the very people who know their projects and goals so well.




Sales and Account Manager

Joe Cabral brought with him 25 years of HVAC industry experience when he joined Matrix in 2013, holding sales and account management positions during the previous five years. Joe works out of Matrix HG’s North Bay Branch, which specializes in HVAC system retrofitting, replacement, and long-term servicing.

Among the many aspects that Joe values about his position with Matrix over the previous companies is that he is responsible for maintaining relationships with his customers far beyond the sales process. Joe keeps in close, often daily contact with his customers, who appreciate that they can always reach him directly, or receive a return phone call within the hour.

Joe focuses on ensuring that his customers’ needs are met in every aspect of their relationship with Matrix. Communication is his top priority, he says, and follow-up is priority number two. According to Joe, “If you’re not communicating with your customer, someone else will.”

Joe studied Agricultural Business at Napa Junior College and holds a C43 Sheet Metal Worker’s License. His most interesting job with Matrix HG to-date was earthquake retrofitting as a general contractor at Queen of the Valley Medical Center.

When discussing the professional achievement of which he is most proud, Joe describes the business he built with his father, raising show cattle. From the purchase of three cows at the age of 23, he has bred a 100 head of show cattle which are sold to 4H and FFA (Future Farmers of America) students across the country.

Relating this experience to his role at Matrix, he says, “It’s extremely competitive. You have to be different. How I treat my customers – and how Matrix treats customers – sets us apart. Matrix puts the customer ahead of the project.”




Service Sales Manager

Gene Cardle came to Matrix in 2012 as Service Sales Manager with more than 20 years’ experience in HVAC services sales and sales team management. Gene’s award-winning preventive maintenance and management skills have resulted in exceeding his goals at each of the four companies he worked for prior to Matrix.

Gene was Vice President of Sales at Hydro Technologies in Huntington Beach, California. Managing a four-person sales team, Gene was responsible for maintaining continued growth and exceeding all sales projections in his seven years with the company. Gene’s clients included both commercial and industrial accounts; his responsibilities included managing the company’s operations in the owner’s absence. The company’s sales grew by five hundred percent under Gene’s management.

Gene spent the following seven years at CommAir Mechanical Services, Inc. Gene managed the sales, service, and warehouse personnel in the Water Treatment Division, which sold water treatment services for cooling towers, chillers, and boilers to commercial and industrial clients. Gene took over the sales department with a staff of six, doubling the size of his staff and increasing sales by more than two hundred percent. Gene and his team consistently exceeded goals for increasing profits and reducing costs.

Next, Gene joined Carrier Commercial Service, parent company to CommAir, where he was responsible for selling preventive maintenance contracts, new HVAC equipment including cooling towers, air-handling units, gas/electric package units, split systems, heat pumps, computer room AC units, and boilers. His client base was comprised of commercial, industrial, financial, and high-tech companies, as well as hospitals and schools.

While at Carrier Commercial Service, Gene the Western Region Top Preventive Maintenance Award for selling the most new preventive maintenance contracts in 2006 and 2007, competing with more than thirty other top-selling sales persons. In 2008, Gene joined Harvey & Price Mechanical as Sales Manager in Eugene, Oregon. His responsibilities included selling new preventive-maintenance contracts to commercial and industrial customers. Gene was responsible for managing key accounts for the company, and consistently acquired new business.

At Matrix HG, Gene is responsible for selling new preventive-maintenance contracts to commercial, industrial, financial, and high-tech companies, exceeding all established sales goals.

Gene earned his Associates Degree in Business Management, Sales and Marketing, from Skyline College in San Bruno, CA.



Cameron Edwards joined Matrix HG as a Service Estimator in 2011. Before Matrix, Cameron coordinated emergency repairs with customers and on-call technicians, supervising staff and overseeing adherence to safety controls for ABM Industries in Oakland. Later, at Carrier Corporation in San Leandro, Cameron supported the sales team and scheduled warranty and maintenance work with the company’s service staff.

Consistent with Matrix’s customer-centric philosophy, Cameron is passionate about building on his technical knowledge and working with his team to develop the most efficient and cost-effective solutions for Matrix’s service customers. As a veteran of service maintenance and emergency repair scheduling, Cameron is dedicated to proactively scheduling maintenance for his customer’s HVAC systems before problems arise. When an immediate repair is needed, Cameron’s expertise in managing teams and vendors, coupled with Matrix’s robust and expert service department, minimize disruption to clients and tenants.

Cameron points to the Oakland Museum of California as an example of the intricate projects expertly managed by Matrix HG, where precise environmental control is essential to protecting the museum’s artwork.

Cameron Edwards studied at Ohlone College in Concord, California, where he also played in the college’s baseball team.


Account Manager, Concord Branch

Account Manager Frank Ledda works out of Matrix HG’s Concord office and focuses on HVAC retrofit and energy-related projects in the greater Bay Area. Frank’s three decades in the industry have equipped him with deep expertise in all phases of HVAC project solutions, including piping, sheet metal, and building automation systems. Frank’s clients at Matrix rely on his ability to develop turnkey solutions.

Frank Ledda is an industry expert in building control and automation systems.

Frank started in the industry in 1994 with Johnson Controls, Inc (JCI) as a software Application Engineer developing Metasys® Controllers and applying new DDC building automation systems throughout the greater Bay Area. From 1994 to 1999, Frank held several positions with Johnson Controls, including service manager, sales manager, and certified Metasys® instructor. While at JCI, he worked on high-profile projects including the San Jose Sharks arena, GSA building in Oakland, State Farm in Rohnert Park, and ATT (then PAC Bell) in San Ramon. Through these projects, Frank gained the expertise needed to operate a building at maximum energy efficiency while maintaining comfort for the building’s occupants.

In late 1999, Frank left JCI to apply his talent to mechanical contracting in the Bay Area. Frank accepted a job as a Project Manager with ACCO. While at ACCO, Frank expanded his focus to sheet metal and piping. His particular focus was central plant and mechanical upgrades in hospitals and government facilities, rounding out his knowledge and giving him a complete understanding of the trade. In his ten years at ACCO, Frank’s projects included several Central Plant upgrades, the AC Transit hydrogen fuel project, the San Francisco Zoo, gas-fired chiller upgrades, and Kaiser San Francisco emergency air handler upgrades.

Frank next accepted a position at EMCOR as Vice President of Business Development. Frank’s intense pride in his field experience and his love of a team environment led him to join privately-owned Matrix HG in 2013, where Frank’s expertise is relied upon in a company that both designs and executes its clients’ projects.

Frank received his Bachelor of Science Degree in Finance from University of Phoenix and has completed the Milwaukee School of Engineering Certificate program.

Frank is a lifelong resident of the Bay Area, where is he is married and the father of three. An active member of the community, Frank coaches youth sports, which he loves. He also enjoys hiking and spending time outdoors.



With more than 25 years of commercial HVAC experience to his credit, Estimator Rich Morgan’s experience ranges from preventative maintenance, service, and repairs to design/build and installation on a range of projects, from small package and terminal units to large tonnage central plants.

Prior to joining Matrix HG in 2006, Rich was Chief Estimator at Bay Air Systems for the company’s commercial HVAC sales.

In his role as project estimator at Matrix HG, Rich seeks out projects that require Matrix HG’s unique skill set. Foremost among his priorities are to design the best solution to customer challenges, delivering the high level of quality his customers expect, at the best price.

Rich excels at finding overlooked details in his bidding opportunities where Matrix can deliver a better product at a better price than its competitors. Regarding Matrix’s place in the market, Rich says, “Matrix is a young commercial HVAC company that brings a lot of fresh ideas and energy to the HVAC market. They continue to push into an industry-leading role.”

Rich is a regular 4-H volunteer and serves as a mentor and instructor in the Dublin California 4-H Club. He is a volunteer of the Masons and an active participant in the organization’s fundraisers, especially those that benefit the Rainbow Girls and their chosen charities.




North Bay Sales Manager

Frank Villa manages the North Bay Branch of Matrix HG, Inc. performing a variety of duties including supervising office staff, organizing sales quotas, directing technicians, overseeing projects, working estimates, performing sales functions, and responding to the needs of the branch’s customers.

Frank began his career in 1987 with CommAir Mechanical Services located in Oakland, California. During Frank’s 25-year career with CommAir, he work as a field technician specializing in installation, service and repair of HVAC commercial equipment and controls, and as a field foreman who directed the crew of technicians and trained apprentices. CommAir was then acquired by Carrier Corporation and Frank was soon promoted to branch manager of the North Bay office.

In 2012, Matrix HG, Inc. decided to expand their presence in the North Bay. Due to Frank’s excellent reputation in the North Bay area as well as in the industry, they approached Frank about building a branch in Novato. After carefully considering the offer, Frank decided this opportunity was something he wanted to pursue in order to advance his career. The decision was based on Matrix HG’s established reputation as a technically-advanced HVAC provider with a customer-first philosophy. Matrix HG, Inc. not only hired Frank, but they brought in his entire team of technicians as well. Due to Frank’s reputation in the North Bay and the specialized mechanical skills of his field crew, combined with Matrix’s HG, Inc’s philosophies in customer service and technical excellence, customers soon transitioned their business to Matrix HG, Inc. To Frank, the most important aspect of his job is customer service which is reflected in the long-standing relationships he has had in the last 28 years with a majority of his vast customer base.

Frank Villa completed Plumbers and Steamfitters Apprenticeship Training Program at UA Local 159 and received his Journeyman card in 1993, and then went on to complete his certification in Air Conditioning and Refrigeration at Diablo Valley College in Pleasant Hill.

Frank is not all business! He is an accomplished sportsman who enjoys the outdoors and spending time with his family.



Dave Witte is an Estimator and Project Manager with Matrix HG, working out of the company’s Concord office.

Having run his own successful HVAC business for 24 years, Dave brought a wealth of experience to Matrix HG, Inc. when he joined the company in 2010. Determined to get the job done right the first time, Dave uses his laser focus to help customers reduce costs, effectively and efficiently apply budgets, and ensure that projects are completed on time and on budget.

Hired as a Project Manager at Matrix, his estimating skills soon became evident, so that Dave began meeting with clients, estimating projects, then managing them to completion. Among his major customers are Bank of America, Advent Software, CBRE, Cushman and Wakefield, along with a number of general contractors. Between 2011 and 2012, Dave completed HVAC installations at 28 Bank of America branches. In 2015, an intricate project for a major chocolate manufacturer involves improving their production environment by achieving proper pressurization and to create a chilled space for specialty production.

As a Design Engineer, Dave has been involved in the design of HVAC systems for container ships, recording studios, and high-rise office buildings, among others. As Project Manager/Estimator, he worked with the Castro Valley Library to obtain a LEED™ Silver Certification.

Dave adds value to customer relationships and projects at Matrix HG by burning the midnight oil, when necessary, to meet deadlines and address urgent customer needs and concerns.

In addition to operating his own HVAC company, Dave served as chief estimator at Westates Mechanical and estimator/project manager for RH Tinney prior to joining Matrix HG. While at Westates, he was responsible for all wet and dry HVAC estimating on a range of projects, from design-build tenant improvements to high-rise affordable housing, to a major upgrade of the laboratory exhaust system at Chevron’s refinery in Richmond.

Dave is a Registered Mechanical Engineer and holds a Project Management Certificate from San Jose State University. He earned a Bachelor of Science in Environmental Engineering from Cal Poly State University.

Dave Witte’s extra-curricular accomplishments are as impressive as his career successes. Dave has been a National Skydiving Champion of Canopy Sequential Relative Work and holds a World Record for Largest Canopy Formation. He was Staff Commodore of the Sacramento Bayliner Club, increasing club membership by 30% and bringing the club into the Pacific Inter-Club Yachting Association. Dave is the proud father of a blind child and reads and writes Braille. When he’s not helping Matrix HG clients, Dave is lending his eyes and mad skills on the slopes to Discovery Blind Sports, guiding blind snow skiers.