Global Trade Guru: How Rocamador Rubio Gómez Helps Foreign Firms Conquer the US Market

Navigating the complexities of entering the US market can be daunting for foreign companies. 

Due to the extensive regulatory environment, which requires compliance with numerous federal, state, and local laws it can often be a difficult prospect to consider. 

Additionally, it can be challenging to understand and adapt to the diverse consumer preferences and market dynamics across different regions in the US. 

Establishing distribution channels and building relationships with key stakeholders in a competitive landscape also demands significant investment and strategic planning.

However, Rocamador Rubio Gómez has developed proven methods to help these companies succeed. 

As the Director of the Department of Ceramic Tile, Natural Stone, Building Materials, and Furnishings at the Trade Commission of the Spanish Embassy in Miami, her unique expertise and strategic approach have helped numerous firms establish a strong presence in the competitive American landscape.

“I have an enormous sense of accomplishment from my work, and it always fills me with pride to see the success that comes from helping companies achieve their goals,” she says.

“However, there is a tried and tested approach that can make the difference to whether a company can achieve their goals.”

Rocamador also enjoys her role at the Economic and Commercial Office of Spain in Miami involves supporting the internationalization of Spanish companies, promoting exports and investments, and attracting foreign investment to Spain: “We do our work for a public administration with limited human and financial resources. Over the years, I have learned that you must do your work responsibly but with extra care, keeping in mind that you have to manage budgets responsibly.”

She adds: “I am proud that the contributions of myself and my team, whether with limited or unlimited resources, make a difference in accomplishing goals. Added to this is our ethos of motivation, good management, and great organizational skills.”

Rocamador adds that on the human side of my job, she also has to manage teams that are with her for a year, as interns, which requires additional effort: “I have learned to optimize their learning curve and increase their productivity in a short period of time,” she adds. 

“This makes both the department and their internship more efficient and valuable.” 

Born in Bilbao, in the Basque Country region of northern Spain, Rocamador’s journey began in a family with limited economic resources. She believes it has assisted her approach and choice of business today: “I think growing up in a family with limited economic resources made me want to study economics. Probably to understand and alleviate the economic limitations of many people,” she reflects. 

Rocamador’s passion for economics led her to specialize in international economics and economic development, setting the stage for her remarkable career.

She achieved a Master’s degree in Economic and Business Science from the University of the Basque Country (Bilbao, Spain) and a Postgraduate University Diploma in Commercial Management of Exports and International Marketing from the same university.

In 1996 Rocamador started as an intern in the Sao Paulo office, where she quickly impressed and was made head of the department. 

From March 1997 to March 2001, Rocamador was the Head of the Machinery and Industrial Technologies Department at the Trade Commission of Spain in São Paulo, Brazil. 

In this position, she managed the ICEX Business Center, organized and executed activities following the Macro Technical Symposium of Expotecnia’96, planned and organized trade missions and trade shows, conducted market research and analysis, assisted Spanish companies in participating in trade shows, and coordinated business meetings between Spanish and Brazilian companies.

She became fluent in Spanish, Portuguese and English and joined the Trade Commission of Spain in Miami in 2001. 

Now in the role for nearly 25 years, she designs and executes all aspects of promotional programs from conception to planning and implementation. 

Her responsibilities include planning and coordinating promotional activities across multiple sectors such as ceramic tile, natural stone, wood flooring, windows, and doors for residential and commercial markets. 

She is adept at planning and managing annual budgets to achieve departmental goals and programs, directing department resources to ensure tasks are completed on time and within budget, and coordinating the Tile of Spain program to promote the Spanish ceramic tile sector in the United States.

Rocamador loves several aspects of her profession, including “the sense of accomplishment and success that comes from helping companies achieve their goals.” 

Additionally, she takes great pride in mentoring interns who have been part of her team over the years, fostering the next generation of trade and promotion specialists.

Rocamador has developed a framework that has proven successful for numerous Spanish companies looking to establish themselves in the US. Her methods include understanding the market and any changes that may be coming: “You have to know the market landscape, the key players, and the specific needs of the target audience.”

She adds that creating an optimal B2B relationship between Spanish and US companies is at the core of her strategy: “Assisting numerous Spanish companies in navigating distribution and retail channels, as well as forging connections with product specifiers, has been key to achieving success for the companies I work with,” she reveals.

“As well as this, effective PR and marketing campaigns are vital. Managing the public relations and marketing campaigns for the Tile of Spain program ensures that the Spanish ceramic tile industry is well-represented in major publications, such as Metropolis Magazine, Architectural Newspaper, Interior + Sources, Stone World, and Interior Design.

As well as this, it is essential Spanish entities are represented at major trade showssuch as Coverings.”

She adds that she enjoys the unique challenges her role presents:  “The satisfaction of being able to do this makes it enjoyable,” she says. ‘And it leaves me with a unique sense of responsibility and accomplishment.”

One of the biggest challenges is connecting with the right companies in the vast and mature US market; “It requires access to the right sources of information and hard work just to connect with a company that is open to listening to us,” she notes.

Rocamador’s methods have profoundly impacted her clients: “We are not always capable of delivering what the Spanish company needs from us, but in most cases, we are,” she states. 

Through her efforts, numerous Spanish companies have successfully introduced their products in the US market. Companies including  IMAR-Innometal, Finsa, Fermax, and Roca Sanitario, have established a strong presence from coast to coast.

Rocamador says her framework for helping foreign companies succeed in the US includes Developing a comprehensive strategy tailored to the company’s goals and the specific market conditions, which is crucial for successful market entry: “ To achieve success, we need to establish strong local partnerships, which are essential to facilitate market entry and growth.

“I also have to comply with all local regulations to help avoid legal pitfalls and smooth operations.

“Providing ongoing support and guidance is vital to help companies navigate the US market landscape effectively.”

Rocamador’s approach is grounded in strong values and a robust work ethic: “Integrity and honesty are paramount because the work we do is in the public interest,” she emphasizes. 

She believes in equal responsibility, adaptability, creativity, and flexibility. 

“Things change a lot, and we need to be capable of adapting and being creative to make things happen,” she adds.

Rocamador’s work colleagues describe her as a professional, approachable, and trustworthy.

Carolina Fernandez, who is the Promotion Manager at ICEX España Exportación e Inversiones, has enjoyed working with Rocamador for the past 10 years. 

She says: “In her position as Director of the Construction Materials Department, Rocamador has managed to formulate several programs and activities over the years, helping many Spanish companies market their products in the United States and many others open their subsidiaries in this market.

“She is hardworking, bright and a skilled communicator. I have particularly enjoyed her ability to focus and achieve results in the most stressful situations and under tight deadlines.”

Carolina adds: “Most importantly, her years of experience in the ceramic tile industry in the United States provide ICEX with essential knowledge for our work in assisting Spanish companies in their internalization process.”

Daniel Tormo the Founder and Managing Director of Medstones, a specialized supplier of natural stone says he sees this play out in her business relationships: “Roca is incredibly knowledgeable about her industry and knows exactly who to connect you to,” he says.

“I have known her for 15 years and she is vital to companies who may not have a distribution network, or they’re not appointed with a US distributor. She can guide them and expedite the process in a manner that will save a lot of time, effort and money.

“In her role with the Trade Commission, the fact that it is a governmental body gives a lot of assurance to possible importers or clients.

‘You know she has done previous due diligence on a counterpart in Spain and it takes away much of the uncertainty.”

Ryan Fasan is a Creative and Technical Consultant and says equally important is Rocamadour’s understanding of different cultures: “This coupled with her knowledge on different markets helps match viable Spanish products with US demand, facilitating successful market entry and growth.

“Her instinctive grasp of Spain’s strengths as an international trade partner helps leverage opportunities in different markets. In the tile industry, for example, her expertise has been crucial. She also collaborates with the Trade Commission in various sectors like building materials, architecture, recreational boating, bath fixture and fittings, wood flooring, and furniture. Her knowledge bridges cultural and market gaps, creating innovative solutions for expanding companies.”

There is no doubt Rocamador’s personality shines through in her work: “I’m a people person, and I always try to build teams in all areas of my work. With my colleagues, my clients, and even the companies that are hired to perform work and services for us,” she says. 

“I enjoy doing this role, it is very rewarding to be involved in so many endeavors of companies that successfully contribute to this thriving economy and are part of the most open business ecosystem in the world,” she shares. 

Her ultimate goal is to contribute to the prosperity and wealth of the US and Spanish economies and the well-being of the people involved in this process.

Rocamador’s proven methods for helping foreign companies succeed in the US market have transformed how Spanish companies navigate and thrive in America. 

“I am on this journey for my clients and they can count on me,” she shares. “I would love to be remembered as an honest and reliable person, a mentor for others, and capable of getting things done

Rocamador’s strategic approach, dedication, and expertise continue to change lives and foster successful business relationships. As she continues her journey, Rocamador remains a beacon of excellence in international trade and economic development.