Maricel Roberts is Chief Operating Officer of Porta, North America where she leads operations, service strategy, and commercial growth for advanced manufacturing technology serving the North American market. She brings more than three decades of leadership experience in building and transforming service organizations that support complex automation and mission-critical equipment. Prior to joining Porta, Roberts held senior executive roles with several large, multi-national companies, and specifically Siemens Healthineers where she led large-scale technical sales consulting teams and service, operations, and solutions teams supporting highly technical systems in regulated environments. Her leadership approach focuses on operational discipline, rapid service response, and aligning field service organizations with customer success and long-term growth. At the Field Service East Conference 2026 in Orlando, she will lead a workshop exploring how service organizations can evolve from reactive support models to strategic drivers of customer experience and operational performance.