PULLMAN, WA — Schweitzer Engineering Laboratories (SEL) has appointed longtime employee Geraldo Rocha as the company’s new vice president of Sales and Customer Service, according to a press release issued Tuesday.

Rocha, who joined SEL in 2007 as a sales and application engineer in Campinas, Brazil, has held a range of roles over the past 18 years, including marketing and technical support manager, sales manager, and director of sales and customer service. Most recently, he served as senior director of the department he will now lead.

SEL Senior Vice President of Sales and Customer Service Gerardo Urrea praised Rocha’s advancement, describing him as a leader with “deep technical expertise and an unwavering commitment to our customers,” noting that Rocha’s contributions have played a significant role in the company’s global growth.

In his new position, Rocha will oversee SEL’s technical sales, customer service, and support efforts across multiple regions, including India, the Middle East, Africa, Latin America, Europe, and Asia-Pacific. He will continue to work from the SEL office in Campinas.

Rocha holds an MBA in marketing from Fundação Getulio Vargas, a specialization in electrical systems protection from Universidade Federal do Rio de Janeiro, and a bachelor’s degree in electrical engineering from Universidade Estadual Paulista. He also recently completed a financial accounting certificate through Harvard Business School Online.

In the release, Rocha said he looks forward to continuing SEL’s mission of improving power system safety, reliability, and affordability. “Together with our customers, we help enable progress and development for societies around the world through energy,” he said.