Spain — Alfalite, the only European manufacturer of LED screens, has announced the appointment of Mariano Aragón as America Channel Sales Manager, a new position aimed at expanding the company’s presence in the United States 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 U.S., Aragón 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 the highest standards of quality, precision, and reliability in LED display solutions.
“Taking on this role represents an exciting opportunity. The U.S. is a global leader in technological innovation and a reference in audiovisual production and virtual environments,” said Mariano Aragón. “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, Aragón brings a strong track record in business strategy, partner programs, and brand expansion. Early in his career, he 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 10 years Aragón has worked 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.
Aragón holds a bachelor’s degree in economics from Universidad Autónoma de Madrid and an MBA from Universidad Pontificia Comillas (ICAI-ICADE).
Speaking about his priorities in the new role, Aragón highlighted his focus on strengthening Alfalite’s presence in broadcast and virtual production/XR, developing a solid network of partners, and expanding into workspace & SOC and public administration environments.
“Our priority is to create long-term alliances and ensure first-class technical and commercial support throughout the U.S.,” he noted. “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 U.S. 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,” Aragón added. “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 U.S., including the new Walmart TV Studio in Bentonville, Arkansas, where a curved Alfalite Modularpix Pro 1.5 ORIM® LED wall powers the retail giant’s state-of-the-art virtual production facility. Alfalite has also supplied LED display solutions for several houses of worship across the United States, 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,” said 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.”
