Roger Lauricella

Roger Lauricella is a Sales Representative at Pacific Coast Wire & Cable, supporting customers in the renewable energy and data center markets with technically sound, thoughtfully designed solutions. He brings extensive experience in substations, collector systems, and transmission line applications, helping customers navigate complex electrical challenges with confidence.
Roger joined PCWC in October 2025 after more than 23 years with WECS Renewables and over 45 years of experience across engineering, operations, and sales roles in industries including steel mills, nuclear facilities, and renewables. He is known for his detail-oriented approach and ability to craft practical, “niche” solutions for both new construction and operations and maintenance environments.
What drew Roger to PCWC was the people-first culture and the opportunity to do meaningful work alongside a team that values care, integrity, and long-term relationships. Outside of work, Roger lives in Southern California with his wife of 44 years, Lin Long. They are proud parents to their daughter, Shao Lin, and son, Jason, and proud grandparents to three grandsons — Ethan, Lincoln, and Hudson. A University of Michigan graduate, Roger is also a lifelong Michigan football fan and always ready with a “Go Blue.”