Sofía Catalina Machuca Paras

Collaborator
DISC Type : si

US Sales Director at Better Balance Foods

United States

Overview

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.

Personality Overview

Good Listener

Appreciative

Fair-minded

They are more likely to opt for solutions that are proven in the market.  Scenarios where both sides can come out as winners appeal to them greatly. Unlike D or C types, they are calm as well as friendly and can give the impression of being more receptive than they actually are.

Topics They Care 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.
Foodservice Partnerships
Dramatically expanded the distributor network in 2024, securing partnerships with major players like Sysco, US Foods, and Gordon Food Service.

Media Appearances

Sofía has no verified media appearances

Work History

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

Education

5-2018 - 5-2019
Master of Business Administration - MBA from Babson F.W. Olin Graduate School of Business
5-2005 - 5-2010
B.A. Marketing from Tecnológico de Monterrey

More Information

Social Presence :

Prographics :

Exp : 6 Location : United States Job Level : Mid-senior Designation : US Sales Director at Better Balance Foods
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Insights For Selling To Sofía Catalina

During A Call Or A Meeting

DO's

  • Use phrases like ‘trust me when’, ‘your team will love’ etc.
  • Summarize the key points at the end of the conversation
  • Be visibly appreciative of their actions during your interactions

DONT's

  • Don’t sound very transactional
  • Don’t push them to make decisions very fast, let them take their time
  • Avoid unnecessary confrontation if it arises incidentally

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sofía Catalina is

  • Relationships can sway their decisions, followed by the low risk and the presence of good evidence.
  • Will you ever get a clear answer from Sofía Catalina

  • They are diplomatic when needed and rarely say no directly.

Insights For Deal Planning

    How fast (or slow) will Sofía Catalina move?

  • Even if they are engaged and friendly, they can take their time to make decisions.
  • Can Sofía Catalina take some risk or not?

  • They probably won’t put a lot at risk.

You And Sofía Catalina

Personality Compatibility


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