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60 Seconds: Jeff Rocha, L-Acoustics

Get to know Jeff Rocha, director of product management at L-Acoustics.

What is your new position, and what does it entail?

My new title is director of product management. Product management accompanies the product development lifecycle end to end. My role encompasses market intelligence and identification of key opportunities; crafting product portfolio and technology roadmaps cross-functionally in collaboration with R&D, applications, sales and marketing teams; development of marketing and sales collateral and training; and coordination of communication around products and services.

How has your background prepared you for your new role?

This role requires lots of interaction and close coordination between and across a wide variety of functional groups within L-Acoustics. I have been fortunate over my career to have held roles that offered broad and direct cross-functional leadership experience within different sized organizations as well as experience in multiple vertical markets. All of that is very helpful for this initiative, but my roots remain planted in engineering and technology, a background that is well aligned to the continuous vision of technical leadership that drives L-Acoustics.

Related: L-Acoustics Opens NYC Office, Nov. 30, 2017

What new marketing initiatives are we likely to see from the company?

L-Acoustics has always been driven to provide system-level solutions to the market. The system definition has expanded beyond acoustics and mechanics to include core expertise in amplification, processing and software, as well as the training and support to ensure consistency and quality of deployment worldwide. This evolution continues as L-ISA technology also considers the sound system configuration and mix methodology in providing a toolchain and more holistic solution that better enables artist-to-audience engagement. You will continue to see us focus attention in this direction as we look for new opportunities to develop technologies that elevate shared experiences.

What are your short- and long-term goals?

Short-term goal: learn to speak French.

Product management is all about identifying strategic opportunities that are consistent with the company vision and foster the application of innovation to address them. It truly is the synthesis of opportunity and innovation. So my long-term goals are conditioned by the logic of the role: Leverage data, research and market intelligence to clearly identify strategic opportunities; help to focus the strength of our teams to develop and deliver targeted system solutions that elevate the industry state of the art; and ensure that we tell our story to the market.

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What is the greatest challenge you face?

My greatest challenge is the rate of change in our industry. Consolidation is evolving the competitive landscape, lines between vertical markets are blurring, and the pace of technological advancement is accelerating. My goal is to keep us focused on the things that align with our values and matter most to our customers amid these market dynamics.

L-Acoustics •