Geraldo Rocha

Background

About Geraldo Rocha

Since childhood, I have been curious about how things work. Taking objects apart and fixing them was a pastime that helped me develop an investigative mindset. I also have a creative side, loving to play guitar, which balances technique and creativity in my daily life. I have always believed in the power of teamwork and transforming mindsets. I know I have not achieved anything alone; the people around me who engaged with leadership and the company made a difference. Leadership is about empowering others and celebrating their victories. My journey in the electrical energy industry started over 25 years ago as an intern, engineer, and electrical Maintenance Coordinator at CPFL Geracao. At 22, I led an experienced team and solved complex problems, which brought intense learning and shaped my management approach. At that time, a mentor influenced me to specialize in Electrical System Protection, a crucial knowledge area for my career at SEL, which started in sales. Over time, I developed the generation market, surpassed targets, and expanded the company's operations. I took on the Marketing Manager and Technical Support role and led the SEL University. In 2018, I embraced the challenge of leading operations in Brazil and implemented a value-based sales approach, prioritizing solutions that exceeded customer expectations instead of competing solely on price. I am proud of my achievement of shifting the sales focus from quick financial returns to a culture of customer-centric excellence. I experienced tremendous personal and professional growth during this period, always alongside a team. My leadership philosophy centers on recognizing that achievements result from collective effort. Today, I am the Director of Sales and Customer Services (S & CS Director) at SEL for the ILEA region (India, Middle East, Africa, Latin America, Europe, and Asia-Pacific), overseeing international offices and leading a diverse team. I am also studying Multicultural Management to understand better how to work with people from different nationalities. With a blend of technical skills, human leadership, and deep cultural understanding, I am committed to efforts to keep SEL at the forefront of the global market. I am open to connections if you want to discuss multicultural team leadership and achieving exceptional results.