About Us:Our Team


Chief Executive Officer – Mark Vignoles

As a child in Ireland, Mark’s father Sean Vignoles dreamed of finding success in America. Service West, founded in 1981 by his son Mark, is the culmination of that dream. The world’s largest commercial furniture installation company, Service West thrives by assisting its customers in achieving success. Mark graduated from St. Mary’s College and lives with his wife, Renee, in San Francisco.

President – Scott Shepherd

Scott brings two decades of financial management experience to Service West. He has served as controller and chief financial officer in a wide array of industries and proven himself an expert in the management of complex business initiatives. At Service West, he implements new enterprise resource planning systems, helps restructure different departments, shortens closing cycles, and raises operating capital.

Vice President of Administration & General Counsel – David Keystone

David Keystone is the Company’s Executive Vice President of Administration and its General Counsel. David has over 20 years’ experience in the construction industry. 15 years of that was spent as the CFO, general counsel and, ultimately, a principal, in a premier boutique Bay Area architectural millwork firm, followed by 6 years as founder and principal of his own law practice, serving as outside general counsel for business clients, a majority of which were in the construction industry.

Vice President of Human Resources and Organizational Development – Jennifer Farinha

Jennifer Farinha joined Service West as the Vice-President of Human Resources and Organization Development where she serves as an integral member of the Executive Team in supporting the incredible talent at Service West. Jennifer brings more than 15 years of experience in all aspects of human resources most recently as the Director of Human Resources for Core-Mark, a large distributor and marketer of consumer goods in North America. At Core-Mark, Jennifer’s responsibilities spanned from Tampa, FL to Northern California. Jennifer earned a Masters of HR and Organizational Development from the University of San Francisco, and a Bachelor of Science degree in Business Administration with a focus in HR Management from California Polytechnic State University.

Vice President of Sales, Corporate Services – Benny Diaz

Benny started his career at Service West in 1997 as a Field Installer and in 1998 took on the  Dispatch responsibilities.  In 2001 Benny began to do estimates, leading to becoming the first Account Manager at Service West where Benny was instrumental in the growth of the company and the development of our Orderworks operating system.  In 2007, Benny was promoted to Senior Account Manager.  Benny left Service West for a brief time and returned in the Summer of 2014 as the Senior Account Manager focusing on developing customer relations and growth.  His contributions to our business development successes and growth led to Benny’s promotion  to his new role as Vice President of Sales in February of 2015.

Director of Operations –
Ruben DeLeon

Committed to ensuring customer satisfaction, Ruben supervises fieldwork and project performance. He oversees multiple complex installations for customers in a wide range of industries and focuses on field crew performance. Ruben works to ensure every installation is positive and stress-free by meeting any unforeseen challenges as they arise.

Director of Customer Service – Shelley Hertz

During her extensive tenure, 25 years of experience in the contract furniture industry, Shelley has worked with various companies to maximize profitability, optimize operational efficiency and increase market share. At Service West, she focuses on managing distribution logistics and customer service.

Vice President of Sales – Southern California – Paul Langlois

Paul Langlois has over 15 years experience in sales and operations management in the construction services, logistics and furniture industries. As Regional Manager, he balances man power needs and project requirements to drive the value our customers expect and deserve. His breadth and scope of territory spans multiple industry sectors in both Northern and Southern California and includes leading the sales process, driving results, and crafting and implementing stellar best practices. Paul earned a Masters of Business Administration from Liberty University and a Bachelor of Science degree in Finance from Cal State University Long Beach.