Technology Commercialization

Helping technically brilliant companies become commercially successful.

Product Marketing and GTM executive working where engineering, product and commercial strategy meet. Fifteen years turning complex technology into products customers understand, trust and buy.

Contact Ricardo LinkedIn

15 yearsCommercializing complex technology across startups and enterprise software.

3 venturesFounded or built companies across hardware, public safety and digital product development.

ETH ZürichEngineering foundation in Mechanical & Process Engineering.

#1 PortugalBRAINR ranked as Portugal's fastest-growing startup by revenue growth.

€11MCommercial narrative behind one of the largest seed rounds in food manufacturing software.

3 patentsResearch contribution from PARC thermal-switching technology.

The problems

Technology rarely fails because the engineering was not good enough.

Engineering teams that built something remarkable but struggle to explain why it matters.

Products customers do not immediately understand, trust or know how to buy.

Technically superior products losing to commercially stronger competitors.

Companies creating new markets without an existing buying category.

Executive teams struggling to align Product, Sales and Marketing around one story.

Selected work

Industrial AI

BRAINR

Growth signalPortugal's fastest-growing startup by revenue growth.

CategoryHelped define the Factory Operating System category.

FundraisingCommercial narrative supporting €11M seed round.

ExpansionGTM supporting UK, Spain and Brazil.

Enterprise Software

Duck Creek Payments

ChallengeComplex payment infrastructure in global insurance.

ContributionRebuilt positioning, messaging and enablement.

AlignmentUnified Product, Sales, Engineering and CS.

Outcome25% shorter enterprise sales cycles.

Public Safety

Faraday Kit

MarketBuilt one of the first digital civil protection platforms.

ProductTurned wildfire lessons into a software category.

GTMPublic-sector positioning and procurement strategy.

Outcome€2M+ tenders and 25% win rate.

Consumer Hardware

EGG Electronics

FounderBuilt a company from product concept to market.

CapitalRaised and managed €1M investment.

RevenueGenerated €1M revenue within 15 months.

Expansion90%+ revenue generated internationally.

Deep Tech

PARC

ResearchAdvanced thermal-switching technology.

ProductTesting software for experimental systems.

SignalSilicon Valley product and research environment.

OutcomeResearch contribution resulting in three US patents.

Best fit

Useful when the technology is strong, but the market still does not fully get it.

VP Product MarketingCategory creation, positioning, messaging, launches, sales enablement and product strategy.

Head of GTMCommercial narrative, international expansion, demand generation and cross-functional GTM alignment.

Founder / CEO advisoryHelping technical founders turn product complexity into a market story customers and investors understand.

Bio

Ricardo Roque is a Product Marketing and GTM executive who helps technically brilliant companies become commercially successful.

His career spans engineering at ETH Zürich, product work in Silicon Valley, founder roles across hardware and public safety, enterprise software product marketing, and industrial AI category creation. Across those roles, the common thread has been the same: translating technical sophistication into commercial value.

Contact

Let's make difficult technology easier to buy.

For executive roles, founder advisory, GTM strategy, category creation, speaking or podcast conversations.

Email LinkedIn