Geoforce Appoints Roopa Misra as Executive Vice President of Sales

PLANO, TEXAS — June 24, 2026 — Geoforce, a global leader in rugged equipment tracking and asset intelligence solutions, today announced the promotion of Roopa Misra to Executive Vice President, Sales. In this role, Misra will lead Geoforce’s sales and account management organization, with responsibility spanning North America and strategic accounts worldwide.

Misra rejoined Geoforce in early 2025 and has played a central role in supporting the company’s continued growth across core industrial markets, including oil and gas, energy, mining, and industrial services. Working closely with customers operating in complex and demanding field environments, she has helped organizations improve asset visibility, operational coordination, and field efficiency through Geoforce’s rugged tracking solutions and asset intelligence platform.

Misra previously spent seven years with Geoforce from 2014 to 2021, leading multiple customer-facing functions, including sales, account management, customer operations, and international expansion. She brings 25 years of leadership experience in software and technology, with prior executive roles including Chief Customer Officer at SecurityGate.io and Senior Vice President of Sales and Customer Operations at Orion Labs.

“Roopa brings a professional, high-energy, and communicative leadership style that balances a deep understanding of customer needs with accountability for business results,” said James MacLean III, Chief Executive Officer at Geoforce. “Her leadership ability, industry expertise, and commitment to customer success have strengthened our foundation for continued growth. We are excited to see her take on this role as we expand in our most strategic markets.”

Misra holds an MS in engineering from the University of Texas at Austin and an MBA from Southern Methodist University. Her promotion reflects Geoforce’s continued investment in sales leadership as the company expands its global reach and helps industrial organizations improve the way they track, manage, and optimize critical field assets.

About Geoforce

With more than 300,000 assets tracked across 110 countries by more than 1,700 customers, Geoforce continues to expand its footprint in the $30 billion global asset intelligence market by continuously advancing GPS tracking solutions for industrial equipment. The company’s asset tracking platform for distributed, non-powered equipment brings control to the most challenging field operations. Headquartered in Dallas, Texas, Geoforce has an R&D facility in Bozeman, Montana, and sales and support offices throughout the U.S., Brazil, Australia, and Canada. For more information, visit https://geoforce.com

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