Her Story
About Ria
Ria Rodriguez Richardson is a seasoned global sales and licensing expert and currently serves as Vice President of Global Sales for Oracle NetSuite at Etter+Ramli, an independent advisory firm specializing in Managed Success Services for NetSuite users worldwide. Based in the Greater Seattle Area, she leads North American operations with a focus on helping organizations optimize their NetSuite environments, improve operational efficiency, and achieve significant cost savings through strategic license negotiation and contract optimization. She partners closely with CFOs and executive teams to identify and reclaim trapped cash flow within software contracts, ensuring clients maximize value from their enterprise technology investments while running NetSuite as a streamlined, high-performing system.
With over 31 years of experience in enterprise sales and advisory leadership, Ria has built her career on helping organizations uncover hidden inefficiencies and unlock financial value through strategic software contract analysis. Although she works within the Oracle NetSuite ecosystem, she operates independently as a client-side advocate, ensuring that every engagement is focused on protecting the customer’s interests. Her background spans leadership roles across IBM, EMC, Microsoft, Oracle, and NetSuite, where she has consistently driven revenue growth, secured favorable commercial outcomes, and built trusted relationships with C-suite executives across global markets.
Ria is known for her deeply personal and relationship-driven approach to business, connecting with clients in authentic and memorable ways that build lasting trust. Whether through sharing a meal she has personally prepared or even using music to create connection in high-stakes boardroom environments, she brings humanity into complex enterprise negotiations. Originally from the Philippines and educated with degrees in Economics and Journalism, she brings a unique blend of analytical rigor, communication skill, and cultural perspective to her work. This combination allows her to bridge strategy and empathy, empowering organizations to make smarter financial decisions while fostering long-term operational and commercial success.
Her Interview
Ten minutes with Ria
01What do you attribute your success to?
My success is largely attributed to the guidance and values instilled in me by my mother, who consistently emphasized integrity, honesty, authenticity, and the importance of appreciating life’s small moments. As an only child, I was fortunate to receive her full attention, wisdom, and unwavering support, which helped shape my character and decision-making. Even during challenging times, I remained grounded in her teachings and continued to follow her guidance, which has been a steady foundation throughout my personal and professional journey.
02What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is to prioritize building genuine, authentic relationships while continuously deepening my industry knowledge so I can deliver real value to clients. I was encouraged to lead with integrity and connection first, as trust is the foundation of any successful partnership, and to always look beyond surface-level needs to identify opportunities that create measurable impact. This includes helping clients uncover efficiencies, reduce unnecessary costs, and improve cash flow, ultimately strengthening their financial outcomes. By combining strong relationships with a solutions-focused mindset, I’ve learned that meaningful impact and long-term success naturally follow.
03What advice would you give to young women entering your industry?
My advice to young women entering this industry is to always stay authentic and grounded in your values, even when it may feel easier to conform or compromise. Lead with integrity, treat every interaction with care, and be mindful of the long-term impression you leave on others. Consider your actions not only in the moment but also in how they reflect your character and the kind of reputation you are building. In a world where authenticity can sometimes feel rare, being genuine will always set you apart and build trust that lasts.
04What are the biggest challenges or opportunities in your field right now?
The biggest opportunities in my field right now lie in building stronger connections and expanding a robust professional network, particularly with CEOs and CFOs who can benefit from a more strategic approach to managing their existing contracts. By engaging with senior decision-makers, there is significant potential to help organizations identify and reclaim cash flow they may be overlooking, while also uncovering inefficiencies and optimizing financial performance. This not only provides actionable insights and practical solutions but also supports more informed decision-making that strengthens profitability, sustainability, and long-term business growth.
05What values are most important to you in your work and personal life?
The most important values in my work and personal life are authenticity and good karma. I strive to ensure that everything I say and do is grounded in sincerity and positive intent, always considering whether my words and actions contribute constructively to others. My focus is on delivering what people genuinely need to hear or do, rather than what is simply easy or expected, while maintaining honesty, integrity, and respect in every interaction.
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