Schweitzer Engineering Laboratories
Newsroom
Dec 8, 2025
SEL Names New Vice President of Sales and Customer Service
Schweitzer Engineering Laboratories (SEL) has promoted Geraldo Rocha to vice president of Sales and Customer Service (S&CS). In this role, Rocha will provide vision and strategic leadership, driving world-class technical sales, outstanding customer service and industry-leading technical support for SEL customers throughout India, the Middle East, Africa, Latin America, Europe and Asia-Pacific.Rocha joined SEL in 2007 as a sales and application engineer in Campinas, Brazil. Over the years, he has served in a variety of roles of increasing responsibility, including marketing and technical support manager, sales manager, sales and customer service director, and his most recent role as senior director of S&CS.“Geraldo has demonstrated exceptional leadership, deep technical expertise and an unwavering commitment to our customers,” said Gerardo Urrea, senior vice president of S&CS. “His passion for SEL products, solutions and marketing has been a driving force behind our success.”Rocha holds an MBA in marketing from Fundação Getulio Vargas (FGV), a specialization in electrical systems protection from Universidade Federal do Rio de Janeiro (UFRJ) and a bachelor’s degree in electrical engineering from Universidade Estadual Paulista (UNESP). He recently earned a certificate in financial accounting from Harvard Business School Online.“I am honored to serve our customers in this new role and to continue advancing the SEL mission of making electric power safer, more reliable and more economical,” Rocha said. “Together with our customers, we help enable progress and development for societies around the world through energy.”Rocha will continue to be based in the SEL office in Campinas, Brazil.