Alfalite Appoints Mariano Aragon as America Channel Sales Manager

	Mariano Aragon

Alfalite, based in Spain, has appointed Mariano Aragon as America channel sales manager, a new position aimed at expanding the company's presence in the US through strategic partnerships with system integrators and technology providers in the broadcast, virtual production (VP XR), workspace, government, and security operations center (SOC) sectors.

Based in the US, Aragon will lead Alfalite's channel development strategy to expand its presence across North America. His mission is to position Alfalite as a trusted partner for studios, television networks, production companies, and corporate clients seeking LED display solutions.

"Taking on this role represents an exciting opportunity," he says. "The US is a global leader in technological innovation and a reference in audiovisual production and virtual environments. Being able to represent Alfalite in this context is a privilege, especially because of the unique value our European engineering and LED technology bring to the market. My goal is to build long-term partnerships with specialized integrators and expand Alfalite's footprint across the country."

With over two decades of experience in international B2B sales and market development within the broadcast-media and technology services industries, Aragon spent more than eight years as international affiliate sales director for RTVE, Spain's national public broadcaster, where he was based in Miami and responsible for expanding RTVE's distribution and partnerships across the Americas.

After his tenure at RTVE, he worked for several technology services and solutions providers in the broadcast and media industry, including Level 3 and Ateme.

For the past ten years, he has worked as an independent consultant advising international companies on market-entry and business development strategies in Latin America and the United States, helping technology brands scale their operations and partner ecosystems in competitive markets. He holds a bachelor's degree in economics from Universidad Autonoma de Madrid and an MBA from Universidad Pontificia Comillas (ICAI-ICADE).

"Our priority is to create long-term alliances and ensure first-class technical and commercial support throughout the US," he notes. "Alfalite offers a unique combination of technology, R&D investment, and rigorous manufacturing and quality control processes. Our flagship products, such as Modularpix Pro and the exclusive ORIM (Optical Resin Injection Module), deliver key advantages for broadcast and XR applications -- including flawless color uniformity, durability, and outstanding on-camera performance. In addition, our product range combines energy efficiency, mechanical precision, and reliability, making it equally ideal for fixed installations in workspace and Security Operations Center (SOC) environments, as well as public administration and government, where image quality and sustainability are top priorities.

"The US market is experiencing rapid growth in the adoption of technologies for virtual production, XR studios, and immersive environments, spanning television, advertising, events, and corporate content," he adds. "This is where Alfalite can bring real value: we are a manufacturer with full control over the design and production process, with a clear commitment to innovation and sustainability. Moreover, the demand for 'Made in Europe' LED solutions that ensure precision, reliability, and responsive service is highly appreciated, opening great opportunities for us."

Alfalite has recently completed several projects in the US, including the new Walmart TV Studio in Bentonville, Arkansas, where a curved Modularpix Pro 1.5 ORIM LED wall powers the retail giant's virtual production facility. Alfalite has also supplied LED display solutions for several houses of worship across the US, confirming its growing presence and the versatility of its technology in the North American market.

"Mariano's appointment marks an important step in Alfalite's international growth strategy," says Luis Garrido, executive director of Alfalite. "His extensive experience in market development and his deep understanding of the broadcast and virtual production ecosystem make him the ideal professional to lead our expansion in the U.S. market. We are confident that under his leadership, Alfalite will continue to gain recognition for the quality, reliability, and innovation that define our LED solutions."