RAMON LOZADA

 Global Product Manager, VIBRANTZ TECHNOLOGIES

 Could you please share your current role, what it entails, and what excites you most about it?
As global product manager for Coatings at Vibrantz Technologies, I’m responsible for guiding the growth strategy, innovation, and lifecycle of our coatings products portfolio. I work cross-functionally with R&D, operations, supply chain, commercial teams, and customers to ensure we’re delivering high-performing, sustainable solutions. What excites me most is the opportunity to help shape the future of coatings through innovation and collaboration.

What brought you to the coatings industry? Was it part of the plan, or did you discover coatings along the way?
I discovered the coatings industry somewhat organically. With a chemistry background, I began my career as a plant chemist at Sherwin-Williams. That experience opened my eyes to the complexity and impact coatings have on the world around us, and I’ve been intrigued ever since.

How important has mentorship or a piece of advice from someone been in your career—and have you had the chance to mentor others in return?
Mentorship has played a key role in my development—especially early on when navigating technical challenges and organizational dynamics. I try to pay that forward by mentoring newer colleagues and sharing insights that can help accelerate their learning curve.

How, if at all, did your educational background shape your path into coatings?
My bachelor’s degree in Chemistry gave me a strong technical foundation, and later earning an MBA helped me bridge science and business. That combination has been instrumental in helping me to evolve from lab roles to product strategy and global market management.

What’s one project or innovation you’ve worked on that you’re especially proud of?
Helping drive the development and adoption of our sustainable solid colorant technology—Pearls™—has been especially rewarding. It’s a forward-looking solution that simplifies tinting while reducing environmental impact.

How do you stay current with advancements in coatings technology?
Staying current in a fast-evolving industry like coatings requires a multifaceted approach. I review technical publications to stay on top of emerging research and new materials. I also attend key industry conferences and trade shows, which provide valuable insight into market trends, regulatory changes, and competitive innovations. As important are ongoing conversations with customers, who often share real-time feedback and evolving needs that drive our innovation roadmap. Internally, I work closely with our R&D, technical service, and commercial teams to align new developments and opportunities. Continuous learning is essential to staying ahead in this space and delivering value to our partners.

Are there any misconceptions about your role or industry that you’d like to correct?
Many people assume coatings are just about color, but there’s a deep science and sustainability story behind them. Our work impacts everything from product durability to environmental footprint. Coatings help to preserve our infrastructure and ensure safe conditions around the world.

Have you ever taken a detour or changed directions in your career? What did that pivot teach you?
Moving from technical service into product management was a big shift for me. It taught me to see the bigger picture—current and future market needs, customer feedback, innovation—and how they all intersect to drive business growth.

Have you faced any significant professional challenges, and if so, how did you overcome them?
Early in my career, translating complex technical knowledge into clear value for customers was a challenge. I overcame it by improving my communication skills and learning to listen actively to customer needs.

How has the coatings industry changed since you entered it?
The focus on sustainability and digital transformation has accelerated. There’s also a greater emphasis on data-driven decisions and smarter, more efficient manufacturing.

What trends or developments do you think are shaping the future of coatings?
Sustainability, automation, and global supply chain resilience are reshaping how we develop and deliver products. Customers expect solutions that are not only high-performing but also environmentally responsible.

Are there particular industry innovations or shifts you’re excited about?
I’m excited about the shift toward coatings solutions that are both high-performing and environmentally responsible. Innovations like low-VOC technologies, more efficient application methods, 100% solids technology, UV solutions, and solid tinting systems—such as our Pearls technology—are helping reduce waste and environmental impact without sacrificing quality. These are all promising directions for the coatings industry and one I’m proud to be part of.

What skills or traits do you think are essential for success in this industry?
Curiosity, adaptability, and the ability to communicate across technical and commercial teams are crucial. A strong foundation in science combined with a customer-first mindset goes a long way.

What advice would you give someone just starting out in the industry or considering a career in coatings?
Be open to learning from every angle—from lab work to customer interactions and business strategy. The coatings space is incredibly diverse and rewarding if you stay curious and proactive.

What’s something people outside the industry might not understand or be surprised to learn about working in coatings?
Most people don’t realize how coatings touch nearly every aspect of modern life—from the walls in your home to the car you drive or even the packaging you use. There’s so much innovation behind what seems simple on the surface.

What keeps you motivated and eager to come to work each day?
The ability to solve real-world challenges and make a meaningful impact through sustainable innovation keeps me inspired. Plus, I get to work with an incredible team that shares that passion.

Do you have any professional goals that you’re still eager to accomplish?
I’m always looking to deepen my leadership impact, particularly in shaping global product strategies that accelerate sustainable growth and bring real value to our customers. I’m also eager to work more closely with my team, drive mentorships further, and contribute to the next generation of coatings professionals.

How does company culture impact your work and ability to perform successfully?
At Vibrantz, the culture encourages innovation, collaboration, and ownership. That empowerment makes a big difference in how effectively I can drive projects and support our customers.

What opportunities or unique advantages does your company offer that someone new to the workforce or not too familiar with coatings should consider as a career pathway?
Vibrantz offers a unique blend of global scale and entrepreneurial spirit. You get hands-on experience, visibility into multiple markets, and the chance to make a real impact early in your career.

Is there anything else you’d like to share or express that isn’t captured in the previous questions?
I’d just say that coatings is a space where science, creativity, and sustainability intersect. It’s a dynamic field with a lot of opportunities—and I’m proud to be a part of shaping its future.

Ramon Lozada is global product manager for Coatings at Vibrantz Technologies (formerly Chromaflo), a global supplier of colorants and tinting concepts for architectural and industrial coatings and plastics. With more than a decade of coatings experience, Lozada joined Vibrantz in 2018 as a color scientist, later incorporating his technical service expertise into product management. Prior to Vibrantz, Lozada had experience as a plant chemist at Sherwin-Williams. He has a bachelor’s degree in Chemistry from the University of Toledo and an MBA from Youngstown State University.

 Email: ramon.lozada@vibrantz.com

 Return to Voices in Coatings: One Industry, Numerous Paths