Roser Roca-Toha
“Touch the world and people, wearing only simplicity, authenticity, and passion… and a deep conviction that technology opens doors.”
Roser was a surprise from the very first meeting. A few words were enough to sense in her a firm and deeply human leadership: a rare combination, and even more difficult to sustain with such coherence. She has clear—crystal clear—ideas and a strategic vision that thinks big without losing its roots. This balance is probably due to her multicultural background between the United States, Germany, and France, and her commitment to her roots in Pallars, a land full of talent that she is responsible for making visible and championing. Roser makes an impact through humility. Her power is silent but transformative. She doesn’t seek the spotlight, but always generates it. She has the ability to give opportunities to those around her, and she does so with generosity, breadth of vision, and uncommon emotional intelligence. She understands the leadership that this new era needs: one that not only transforms organizations from within, but also generates real social impact. Roser is the kind of leader who helps people, projects… and possibilities grow.
1. How do you define yourself when no one is looking?
I define myself as a girl from a rural background, an aerospace geek, and passionate about my family and friends.
2. When you think about your talent, about what you contribute beyond your role, about what makes you unique, what would you say it is?
I see the invisible gaps and opportunities in people and business; I am ‘pushy,’ perseverant, and resilient. This allows me to ‘fill in the gaps’: to conceive, initiate, and create impactful initiatives, always surrounded by the people who complement me and ‘who make it count.’ When I evolve into a new role, I ensure my legacy is sustainable and can be led with impact by the right person. They say I am a reference, that my communication inspires and reaches others. I still haven’t fully accepted it 🙂
3. What values govern your life and how do they manifest in your daily life?
“Integrity. Honesty. Energy. Authenticity. Vulnerability. Supporting others. Kindness. I am one of those who uses the tool of feedback to make this life a better world. Through feedback, you touch people: A positive review for the guy who advised you on sunglasses. A hug for the friends who showed up when you needed light. A talk with someone who unintentionally hurt another person, which ends with a hug. A difficult feedback to a colleague who hasn’t done a good job and ends up as an inspiring conversation.
4. What do you look for in what you do, professionally or personally?
Touching lives with technology. Pushing aerospace technology to unknown, disruptive limits, at the service of a fragile world, to make it a better one. Popularizing technology and bringing it closer, especially to women and girls, so they can contribute their own perspective, perhaps a different touch.
5. What do you fall in love with, what moves you, what excites you?
“I am moved by a friend, a colleague I have been able to help. It moves me to see how the technology developed by my team becomes a reality, their bright eyes and passionate words when they explain it, the smile, the ‘nodding’ of our users, clients – when they confirm the technology’s impact on their mission.
I am enchanted by a girl when she discovers that technology is for her and dreams of doing something big, or small.”
6. What do you deeply detest?
The feeling of seeing discrete, but relevant, voices that are not given space or a voice
7. What happens when people truly see you?
They ask me: But is it possible to reach high while being humble? I answer them: what is high for you?
8. What kind of decisions do you like to be involved in?
In life: On my daughter’s education. In my second life: Career guidance for those who don’t know how to move forward. In my company: Our vision, strategy, and how we materialize it. Actions.
9. What kind of conversations do you think are missing in companies today?
How we make our work a mission we truly believe in. The world is a fragile, complicated, and increasingly selfish place. How can we use our professional time, our decisions, our team to humanize the world and technology. We need more feedback culture – to learn how to give it better and receive it better, so it becomes a tool for continuous improvement and not criticism.
10. What is a valuable thing you learned from a failure?
That failures exist to make us strong, to learn, and to get up. If you never fall, you don’t learn to face complicated decisions. It is complicated decisions that change the world and people.
11.How do you know you have contributed value to a project or a professional relationship?
By the degree of the smiles around me. Non-verbal language is the best indicator.
12. If you had to choose a famous phrase that represents you, which one would it be?
When you do something fantastic in your life, at work: take someone with you.
13. What would you like to explore or build at this stage of your life?
I have three priorities: accompanying my daughter, making her strong, positive, a dreamer, and resilient for the discoveries of her life. The second, returning to my homeland to thank it for all the values it has given me. The third, developing my team, my company in a new phase of national and international transformation and growth, with a strong interaction with the local ecosystem.
14. If you could write a sentence that someone would remember about you 10 years from now, what would it be?
Touch the world and people, wearing only simplicity, authenticity, and passion… and a deep conviction that technology opens doors
1. How do you define yourself when no one is looking?
I define myself as a girl from a rural background, an aerospace geek, and passionate about my family and friends.
2. When you think about your talent, about what you contribute beyond your role, about what makes you unique, what would you say it is?
I see the invisible gaps and opportunities in people and business; I am ‘pushy,’ perseverant, and resilient. This allows me to ‘fill in the gaps’: to conceive, initiate, and create impactful initiatives, always surrounded by the people who complement me and ‘who make it count.’ When I evolve into a new role, I ensure my legacy is sustainable and can be led with impact by the right person. They say I am a reference, that my communication inspires and reaches others. I still haven’t fully accepted it 🙂
3. What values govern your life and how do they manifest in your daily life?
“Integrity. Honesty. Energy. Authenticity. Vulnerability. Supporting others. Kindness. I am one of those who uses the tool of feedback to make this life a better world. Through feedback, you touch people: A positive review for the guy who advised you on sunglasses. A hug for the friends who showed up when you needed light. A talk with someone who unintentionally hurt another person, which ends with a hug. A difficult feedback to a colleague who hasn’t done a good job and ends up as an inspiring conversation.
4. What do you look for in what you do, professionally or personally?
Touching lives with technology. Pushing aerospace technology to unknown, disruptive limits, at the service of a fragile world, to make it a better one. Popularizing technology and bringing it closer, especially to women and girls, so they can contribute their own perspective, perhaps a different touch.
5. What do you fall in love with, what moves you, what excites you?
“I am moved by a friend, a colleague I have been able to help. It moves me to see how the technology developed by my team becomes a reality, their bright eyes and passionate words when they explain it, the smile, the ‘nodding’ of our users, clients – when they confirm the technology’s impact on their mission.
I am enchanted by a girl when she discovers that technology is for her and dreams of doing something big, or small.”
6. What do you deeply detest?
7. What happens when people truly see you?
They ask me: But is it possible to reach high while being humble? I answer them: what is high for you?
8. What kind of decisions do you like to be involved in?
In life: On my daughter’s education. In my second life: Career guidance for those who don’t know how to move forward. In my company: Our vision, strategy, and how we materialize it. Actions.
9. What kind of conversations do you think are missing in companies today?
How we make our work a mission we truly believe in. The world is a fragile, complicated, and increasingly selfish place. How can we use our professional time, our decisions, our team to humanize the world and technology. We need more feedback culture – to learn how to give it better and receive it better, so it becomes a tool for continuous improvement and not criticism.
10. What is a valuable thing you learned from a failure?
That failures exist to make us strong, to learn, and to get up. If you never fall, you don’t learn to face complicated decisions. It is complicated decisions that change the world and people.
11.How do you know you have contributed value to a project or a professional relationship?
By the degree of the smiles around me. Non-verbal language is the best indicator.
12. If you had to choose a famous phrase that represents you, which one would it be?
When you do something fantastic in your life, at work: take someone with you.
13. What would you like to explore or build at this stage of your life?
I have three priorities: accompanying my daughter, making her strong, positive, a dreamer, and resilient for the discoveries of her life. The second, returning to my homeland to thank it for all the values it has given me. The third, developing my team, my company in a new phase of national and international transformation and growth, with a strong interaction with the local ecosystem.
14. If you could write a sentence that someone would remember about you 10 years from now, what would it be?
Touch the world and people, wearing only simplicity, authenticity, and passion… and a deep conviction that technology opens doors
LEADERSHIP | INTERNATIONAL | VISION | TECHNOLOGY