---
title: Four Rockwell Automation Insiders Sold $13.3M in ROK Stock in Coordinated February Sell-Off
type: news
slug: rockwell-automation-4-insiders-sell-13m-rok-feb-2026
canonical_url: https://13finsight.com/news/rockwell-automation-4-insiders-sell-13m-rok-feb-2026
published_at: 2026-02-28T19:50:46.029Z
updated_at: 2026-03-23T07:05:38.728Z
author: Alex Rivera
author_title: Breaking News Editor
author_url: https://13finsight.com/authors/alex-rivera
word_count: 340
locale: en
source: 13F Insight
---

# Four Rockwell Automation Insiders Sold $13.3M in ROK Stock in Coordinated February Sell-Off

> Four Rockwell Automation executives sold a combined $13.3M in ROK stock across 21 transactions in late February 2026, led by the Chief Revenue Officer and Chief Legal Officer.

Four Rockwell Automation Insiders Unload $13.3M in ROK Stock Four Rockwell Automation (ROK) executives filed a total of 21 Form 4 transactions in late February 2026, selling a combined $13.3 million in company stock. The coordinated selling was led by SVP and Chief Revenue Officer Scott Genereux ($3.5M) and SVP, Chief People & Legal Officer Rebecca House ($2.8M). Four insiders selling across 21 separate transactions in the same week represents one of the highest-volume insider selling clusters in ROK’s recent history. Key Sellers Insider Role Transactions Total Est. Value Avg Price Scott Genereux SVP, Chief Revenue Officer Multiple ~$3,546,000 ~$404 Rebecca House SVP, Chief People & Legal Officer Multiple ~$2,829,600 ~$405 Plus 2 additional executives ~$6,887,000 ~$404 Combined: approximately $13,263,070 across 4 insiders and 21 transactions at ~$404 per share. The Scale of the Sell-Off What distinguishes this from routine insider selling is the breadth: four different C-suite and senior vice president-level executives all selling in the same narrow window. ROK trades at approximately $404 per share, and the combined $13.3M represents a meaningful statement about near-term expectations. Genereux’s career selling totals $5M with zero purchases on record. House has sold $15.3M over her career at Rockwell, also with no open-market buys. Neither insider has demonstrated buying conviction — their equity positions are purely compensation-based. Context: ROK’s Industrial Automation Position Rockwell Automation is a leading industrial automation company serving manufacturing, mining, and infrastructure sectors. The stock has been trading in the $380–$420 range, influenced by industrial production trends and automation spending cycles. The multi-insider sell-off comes as the industrial sector navigates mixed demand signals. What to Watch Earnings guidance: Rockwell’s next earnings report will be scrutinized for order trends and forward guidance in the industrial automation space Additional filings: Whether the remaining 2 of the 4 sellers continue to sell in March, or if this was a one-time window Industrial sector signals: Compare with insider activity at peer companies like Emerson Electric, Honeywell, and Siemens Institutional positioning: Check ROK’s institutional holder page for whether 13F filers are also reducing exposure

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Source: 13F Insight — https://13finsight.com/news/rockwell-automation-4-insiders-sell-13m-rok-feb-2026
Author: Alex Rivera — https://13finsight.com/authors/alex-rivera
Last updated: 2026-03-23T07:05:38.728Z