PetroChoice Names Roy Rosas as Chief Executive Officer

KING OF PRUSSIA, Pa.–(BUSINESS WIRE)–PetroChoice Lubrication Solutions (“PetroChoice” or the “Company”), the leading distributor of lubricants in America and a portfolio company of Golden Gate Capital, today announced the appointment of Roy Rosas as Chief Executive Officer (CEO) and member of PetroChoice’s Board of Directors, effective immediately. Mr. Rosas succeeds Celeste Mastin, who has decided to step down from her role at the Company to pursue a new opportunity. She will remain a member of PetroChoice’s Board of Directors.

Mr. Rosas is a highly accomplished professional with more than 25 years of strategic leadership experience. He has served as an Operating Executive at Golden Gate Capital since 2012 and has been actively involved with PetroChoice since it was acquired by Golden Gate Capital in 2015. He previously served as Operating Director with Berkshire Partners, and held the position of Chief Marketing and Administrative Officer at Vi-Jon (formerly a Berkshire portfolio company). Prior to Berkshire Partners, Mr. Rosas led Procter & Gamble’s Oral B Developing Markets Global Business Group. Earlier in his career, Mr. Rosas co-founded Reputation Technologies, a supply chain analytics company that was acquired by Security Source, led strategy consulting engagements at the Boston Consulting Group and held marketing leadership roles with Procter & Gamble. He holds an MBA from Harvard, an M.S. from the National University of Singapore and a B.S. in Business & Accountancy from the University of the Philippines.

“With a comprehensive suite of advanced lubrication solutions, a diverse and growing customer base and one of the greatest contiguous footprints in the U.S., we are proud to have built PetroChoice into the largest lubricant distributor with a major proprietary brand gaining in influence in the United States,” said Felix Lo, Managing Director at Golden Gate Capital and a PetroChoice Board Member. “Roy is a seasoned strategic leader who blends broad industrials experience with proven operational results. Importantly, he knows the Company very well having worked closely with the PetroChoice team from the beginning of Golden Gate’s investment. We are confident he is the right person to accelerate the strategies set in place under Celeste with complete continuity.”

Mr. Lo added, “On behalf of the Board, I would like to thank Celeste for her many contributions to PetroChoice since joining the Company in 2018 and wish her the best in her future endeavors.”

Ms. Mastin said, “It has been an honor to lead PetroChoice over the past four years and I am proud of the tremendous progress we achieved during this period, including making investments in our unique, first-in-industry technology platforms, as well as strengthening our salesforce effectiveness and integrated operating model. I look forward to continuing to support the Company as a member of the Board. Roy and I have collaborated closely over the years, facilitating a smooth hand-off and assuring continuity of momentum for PetroChoice. Importantly, the leadership at PetroChoice is composed of talented professionals that will contribute to making the transition flawless.”

Mr. Rosas said, “It is an incredible time to be at PetroChoice. With very strong demand signals across multiple sectors, reflecting resurgent macroeconomic activity, PetroChoice is poised to capitalize on this moment due to the hard work and transformation efforts completed over the last few years. I look forward to continuing to work with the PetroChoice team as we drive forward our strategic areas of focus, including footprint expansion, full deployment of our leading-edge technologies, growing our premium and proprietary brand offerings, strengthening our strategic partnerships and progressing on our M&A pipeline. I am confident that we will continue setting the gold standard for the distribution model of the future as we firmly execute on these areas, while continuing to prioritize employee safety and the Company’s rich internal culture.”

About PetroChoice

PetroChoice is one of the largest lubricant distributors in the United States, with roughly $1 billion in revenue, providing business solutions for industrial lubricant needs and commercial and passenger car motor oil. The company, headquartered in King of Prussia, Pennsylvania, operates 55 locations across the U.S. and employs some of the nation’s most knowledgeable technical experts in lubrication services and equipment. For more information please visit

About Golden Gate Capital

Golden Gate Capital is a San Francisco-based private equity investment firm with over $19 billion in cumulative committed capital. The principals of Golden Gate Capital have a long and successful history of investing across a wide range of industries and transaction types, including going-privates, corporate divestitures, and recapitalizations, as well as debt and public equity investments. Notable investments sponsored by Golden Gate Capital include Active Minerals, ANGUS, Cole-Parmer, Covia and Vantage Elevator Solutions. For more information, visit


Alyssa Lorenzo / Anne Nisperos Hew / Elizabeth Lake