Contributors – Roy Lapa

Roy Lapa is the Managing Director & Co-Founder, AFP Marketing Agency LDA (

Roy is an experienced marketing professional with 25+ years of experience in B2B and B2B2C heavy industries in various functions such as sales, customer service, remanufacturing, industrial automation, product support, marketing, and management (with over 10 at senior levels). Roy’s DNA is geared toward developing solutions that are data-driven, customer-focused, and innovative.

Moreover, his strong affection for marketing which catalyzes revenue-generating opportunities and strengthens brand equity drives his passion for integrated, modern, and business-aligned strategies that make a quantifiable and positive impact on enterprises. To increase client loyalty, trust, and engagement, Roy focuses on evaluating and implementing advanced technology, optimizing procedures, and championing people upskilling.

Having co-founded a strategic marketing agency in 2023, Active Focus Point, to support industrial and manufacturing businesses, Roy aims to support clients by implementing quantifiable and impactful go-to-market and growth strategies, brand identities, and market diversifications.

Roy had the opportunity to complete his studies with distinction, for a Master of Business Administration (MBA) at the University of Liverpool, under professors with advanced degrees and active industry work experience. In addition, he finished a one-year executive leadership program with Queens University based in Ontario, Canada.

He adheres to a strict upskilling regimen that includes online learning, podcasts, books, and live events related to the industry. Roy maintains an active membership with the American Marketing Association, Digital Marketing Institute, and the University of Liverpool Alumni.

Having recently relocated to Portugal, Europe, you will find Roy spending time with his family and, when possible, travelling as an enthusiast pro-photographer.

Recent Blogs

The 4Ps Marketing Model Hurts Your Dealership

Unidentified but Personalized Content for Account-Based B2B Purchasing Groups. Interlacing the customer buyer stages utilizing Patrick Lencioni’s Six Types of Working Genius styles.

The Validity of 5-Star Google Reviews