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Our Leadership
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Vitor Rocha
President
Vitor joined Cepheid in 2023 after 12 years at Phillips, where he served as the Chief Executive Officer, Phillips North America, and CEO of the company’s Global Ultrasound Business. Prior to his tenure at Phillips, he worked at GE Healthcare for more than a decade in various leadership roles, including management of sales operations across 32 countries.
Vitor has spent much of his career focused on the role of technology in supporting clinicians and expanding access to healthcare solutions. This is a focus that he attributes to growing up in Brazil, where he saw firsthand the negative consequences of inadequate healthcare.
He has been a strong proponent of the power of artificial intelligence, telehealth, and other technology to transform the future of healthcare. His previous responsibilities included overseeing a collaboration with the U.S. Department of Veterans Affairs and veterans’ organizations to provide telehealth services to veterans in remote and underserved areas.
Vitor earned an MBA in business administration and management at Penn State University, and an undergraduate degree in mechanical engineering at PUC Minas University in Brazil. He is fluent in English, Portuguese, and Spanish.