Vitor Rocha

CEO of Philips North America


As Chief Executive Officer of Philips North America, Vitor Rocha is responsible for driving growth, expanding market share and advancing Philips’ position as a focused leader in health technology across the company’s largest market.


With healthcare rapidly evolving and with the growing need for innovative business models and solutions, he leads an organization of about 21,000 employees, generating more than $6 billion in revenue.


Vitor was appointed to his current position in January 2018, having formerly led the Philips Ultrasound Business Group since 2014. In that role, he expanded the impact of Ultrasound to new users, new applications and accelerating growth in Services. He also strengthened core Ultrasound businesses in Cardiology and General Imaging, including acquisitions such as TOMTEC and several partnerships.

For me, the Philips mission to improve lives is personal.
I have seen first hand the healing power of high quality healthcare. I also have seen the struggles people face in areas where this kind of care is not available. That is why I am passionate about access and inclusion.

Vitor Rocha

CEO of Philips North America

Prior to leading the Ultrasound BG, Vitor led the Health Systems market in Latin America, where he drove double-digit growth and market share gains and integrated several local acquisitions. He formerly held leadership positions at GE.


Vitor is a board member of the Advanced Medical Technology Association (AdvaMed) which leads global efforts to achieve healthier lives and economies through advanced medical technology.  He also is active in the Health Management Academy comprised of senior executives from large U.S. health systems focused on increasing the quality and efficiency of healthcare across the nation.


He holds an MBA from Penn State University and a degree in mechanical engineering at the Pontifícia Universidade Católica, Brazil.


In addition to his work, Vitor enjoys family time with his wife and three daughters and outdoor activities including biking, swimming and skiing.

At a glance


  • Current role: CEO of Philips North America
  • Since: 2018
  • Born: Brazil in 1969
  • Nationality: Brazilian/American
  • Graduated: 
    - Penn State University, MBA;
    - Pontifícia Universidade Católica, Degree in Mechanical Engineering

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