Empowering Edmonton Businesses with Financial Leadership & Sustained Growth

At ROC Advisors, we are dedicated to helping businesses in Edmonton and surrounding areas achieve their full potential through expert financial leadership and strategic guidance.

Led by Justin LaRocque, a seasoned executive and entrepreneur with over a decade of experience, we specialize in driving transformative change across diverse industries.

Meet Justin LaRocque

CPA, CA | Founder & Principal Advisor

Justin is a Chartered Professional Accountant who earned his Chartered Accountant designation with PwC. He has held senior financial leadership roles in public and private companies ranging from $5 million to $3 billion in revenue. His experience includes leading the finance function for more than $250 million in cost transformation, helping double the revenue of a technology company before its successful sale, co-founding and selling a condominium management business, and managing public-company financial reporting during a hostile takeover.

Meet Margaret LaRocque

CPA, CA | Fractional CFO

Margaret is a Chartered Professional Accountant whose career spans professional education, energy, professional services, non-profit organizations and privately held businesses. Before joining ROC Advisors, she served as Director of Finance at the CPA Western School of Business and held financial leadership and reporting roles with private and public companies. She began her career at Deloitte, working in assurance, business valuations and mergers and acquisitions. Margaret also serves as an External Audit Committee Member for Edmonton Public Schools.

Meet Sam Ito

PMP | Director, Operational Excellence

Sam’s background spans operations management, shared services, facilities, procurement, asset utilization and complex projects. At Finning, he helped coordinate facilities, procurement and fleet activities related to a $465 million acquisition and developed models and business cases supporting facility and resource planning. He later served as Director of Shared Services at Proveo, an industrial safety and technology company. Sam also teaches operations management at the University of Alberta, covering inventory, distribution, data analytics and process improvement.

Is Your Business Ready for Transformative Growth?

With our expertise in Fractional CFO services, strategic development, and leadership training, we can help you navigate challenges and seize opportunities.