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Meet the team

Meet our Regional Director Americas, Carlos Manchado Atienza: Team Leader, solution provider and passionate about creating a more sustainable world.

14 December 2017

Meet our Regional Director Americas

How would you describe your role at TOMRA Sorting and what does it involve?
Carlos: As Regional Director Americas for TOMRA Sorting Recycling, I am proud and honored to be part of a company where the focus is to optimize the world’s resources. I see TOMRA as a technology company. We create sensor-based solutions for optimal resource productivity for an immense range of segments and applications.Today, my role in TOMRA is to develop, coach and encourage my team to work together with the objective of achieving our targets. I’m also very focused on the new regional strategy, specifically geographic expansion and how we are going to achieve growth in North America. With the Americas encompassing 35 countries, more than one billion people, and much complexity and diversity, we must decide where to implement expansion in order to transform how the Americas obtain, use and reuse resources. TOMRA can do this because we have done it before! With more than 40 years’ experience and our values - passion, innovation and responsibility - we have successfully expanded in many other areas of the world. Together with other organizations, private and public, we will create a better world.

What does your average work day look like?
Apart from the general tasks that you always have to carry out and control, really every day is different. While managing a great group of people gives you peace of mind that the territory is well covered, every day is a challenge in our work.
Personally, I like having direct contact with end customers and making some direct sales, so as not to get too far away from the real world. Our customers are the ones who teach us their needs every day, and we have to consult with them in order to be a true solutions provider.
In this company, one thing is for sure, our work is not monotonous. Different things happen every day, both externally and internally. With our R&D team, product managers, project managers, service department, etc., there are continual innovations, improvements and strategies to implement and manage.
At our global sales meeting in Barcelona last month I quoted explorer Ben Saunders: “If you have the right team around you, the right tools, the right technology, and if you have enough self-belief and enough determination, then anything is possible.”

What are your main achievements and challenges so far?
With more than 15 years working for TOMRA, I can say that I am very proud of how the company has developed the business direction. We are on the right path to do something great, something historical, and when my grandchildren see where their grandfather has worked, I’m sure they will be extremely happy of what we have done.
I am very pleased, as well, of the work done in Spain and Portugal in my previous position with a great team, which is now one of the top three regions in number of units sold worldwide. More personally, I am honored to have received recognition in 2008 as the recipient of the TOMRA VIP AWARD (Values in Practice).

Which kind of work do you do most?
My biggest challenges are to make the Americas one of the leading regions in the world and keep working to make the planet more sustainable. I’m very focused on our new strategy in the region as well as supporting our sales team, meeting with customers and/or dealers, defending and extending our market share, and looking for new opportunities in different applications. Of course, meeting target achievements is the goal for every director.

What do you like most about your job?
Customer satisfaction is something that I’m always happy to see. A few months ago, I was talking with a customer and he hugged me and said: “Thanks Carlos! Without you and your team’s recommendations and advice, today I would be bankrupt, but you helped me to make the right decision. Today, not only me but all of these people have a future. Thanks for that.” That is priceless!
I like to say that we do not sell systems, we sell solutions, and we can do this because of all the experience and high-level knowledge in our company.

What was the most unforgettable moment at work at TOMRA?
Carlos: My answer will seem strange, but I'm sure you will understand it. When you finish your work and you get home, it’s the peace of spirit that this work gives you. We all work hard for our happiness and our personal challenges, but at the end of the day you have to feel proud of what you do. After so many years, every day I feel like it’s the first day. 

I would also like to mention our entire team. We are all different – Koreans, Germans, Italians, Brazilians, Greeks, Americans, French, Norwegians, etc. – and sharing this experience with all of them will be unforgettable.