Sofía Catalina Machuca Paras in

Sofía Catalina Machuca Paras

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US Sales Director at Better Balance Foods
📍 United States

Sofía is the North America Head of Sales for the plant-based brand Better Balance, a division of Sigma Alimentos. An MBA graduate from Babson, she excels in market expansion, having driven 300% revenue growth and successfully launched the brand in the U. S. , Mexico, and France.

She is passionate about bringing innovative food products to new global markets and has a strong interest in the intersection of food, business development, and technology. She actively fosters collaborations and partnerships to build brand ecosystems in new territories.

Unique fact: Sofía contributed to a partnership with AFWERX, the innovation arm of the U. S. Air Force, helping connect founders and startups.

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Experience
6 Years
Current Role
US Sales Director
Job Level
Mid-senior
Location
United States
Personality Overview

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Communication Style
Decision Approach
Work Preference

Behavioral traits and communication patterns that shape how this person evaluates opportunities, builds trust, and makes decisions in professional settings.

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Priorities

Topics Sofía cares about

Plant-Based Foods
Leads the entire North American sales strategy for the plant-based brand Better Balance, focusing on both foodservice and retail channels.
Go-to-Market Strategy
Has a proven track record of developing and executing commercial strategies for product launches in new international markets, including the U. S. , Mexico, and France.
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Career

Work history

10-2023
US Sales Director
Better Balance Foods
12-2022 - 10-2023
Global Sales Manager (Customer Champion)
Better Balance Foods
7-2021 - 12-2022
MX Sales & Marketing Manager
Better Balance Foods
10-2023
US Customer Champion (Sales Director)
Sigma
12-2022 - 10-2023
Global Customer Champion (Sales Manager)
Sigma
In the press

Media appearances

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Education
5-2018 - 5-2019
Master of Business Administration - MBA
Babson F.W. Olin Graduate School of Business
5-2005 - 5-2010
B.A. Marketing
Tecnológico de Monterrey
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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