Vitor Rocha

Executive Vice President

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 region.


With healthcare rapidly evolving and with the growing need for innovative business models and solutions, he leads an organization of around 21,000 employees.


Vitor was appointed in January 2018, having formerly led Philip’s 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 the core Ultrasound businesses in Cardiology and General Imaging, including acquisitions such as TOMTEC and several partnerships.


In collaboration with Philips Research, Vitor led the introduction of innovations such as HeartModel, Lumify, ElastQ Imaging, eL18-4 transducer, AI Breast and TrueVue – each of which are instrumental in contributing to Ultrasound innovation and growth.


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 in GE.


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


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