Meet the South Sales Team
Sales South brings together commercial insight and technical understanding to guide customers through their machine vision projects. The team focuses on building strong relationships, identifying the right opportunities, and helping move projects from first discussion to successful implementation.
Aitor de la Fuente - Team Lead South
Describe Yourself in 3 Words
Driven, curious, and disciplined. I always want to improve, both personally and professionally, and I’m curious about how things work: our customers’ businesses, the technology, and the people around me. Discipline connects the two. Ambition sets the direction, but consistent habits and good systems are what turn a long-term vision into results.
Proudest Moments
When I started, our region was a one-person operation. Today, we are a team of six, with people from different backgrounds and cultures, and during that time we have tripled the region’s revenue. That growth is what I’m most proud of.
Becoming Sales Team Lead almost two years ago was a turning point because it gave me the opportunity to shape how we work: setting high standards, pushing each other to improve, and genuinely supporting one another so that people can grow alongside the business.
Daily Activities
I start by checking in with the team: how everyone is doing, what they are working on, and where they need support. As Team Lead, a big part of my role is making sure the way we work and communicate reflects VA Imaging’s values.
The rest of the day is a balance between supporting the team and working with our customers. I stay close to key accounts across Southern Europe, Asia, and Africa to ensure our partners receive fast service and solid technical guidance. In between, I review the numbers to understand what is working in our sales approach, help the team with technical questions, and look for better ways for us to grow together.
Lessons Learned From VA Imaging
That international sales is about much more than closing deals. It is about building trust with companies whose cultures, expectations, and ways of doing business may differ from your own.
As a Spaniard working from the Netherlands, with customers across Southern Europe, Asia, and Africa, I see that every day. Our own team, with its mix of backgrounds, reflects that too. Succeeding requires adaptability, emotional intelligence, and strategic thinking, along with the discipline to stay consistent under pressure.
In a technical field like ours, you also need to understand the products well enough for customers to see you as an advisor rather than simply a salesperson.
Hugo Mirtain - Account Manager
Describe Yourself in 3 Words
Driven, composed, and collaborative. I enjoy helping our partners achieve their goals through practical guidance, strong relationships, and support throughout their projects. I aim to be someone they can rely on for clear advice, enthusiasm, and a solution-oriented approach.
Proudest Achievement
My proudest achievement has been doubling our initial revenue in the French market. Beyond the numbers, I’m particularly proud of the relationships we have built and the foundations we are creating for continued growth.
A Typical Working Day
My day involves responding to new enquiries, helping professionals select the right machine vision hardware, and following up on our partners’ projects. I provide advice on their vision challenges and identify new opportunities, while continuing to develop my commercial and interpersonal skills.
Lessons Learned from VA Imaging
Since joining VA Imaging, I have deepened my understanding of machine vision, strengthened my technical and commercial skills, and become more confident in working with partners. Above all, I have learned the value of adaptability, patience, and continuous improvement—and how much long-term success depends on teamwork, trust, and clear communication.
Nikoleta Sinikchiyska - Account Manager
Describe Yourself in 3 Words
Proactive, adaptable, and relationship-driven.
Proudest Achievement
I’m proud of how much I’ve grown since joining VA Imaging. I’ve progressed from learning about machine vision and its technical aspects to confidently managing customer relationships, understanding applications, and identifying business opportunities. Alongside my product knowledge, I’ve developed greater confidence and independence in my role.
What a Typical Day Looks Like
My days combine account management, sales, and business development. I stay in touch with customers, follow up on quotations and projects, research potential clients, and work with our technical team to find suitable solutions. I also build strategic relationships and explore partnerships that can support the company’s growth.
Things Learned From VA Imaging
I’ve learned that successful account management starts with understanding the customer’s needs. Asking the right questions, listening carefully, and building trust are just as important as knowing the products. Being proactive and consistent also makes a difference, as opportunities often develop from relationships built over time. Above all, I’ve learned to let the customer’s application guide the solution and work with them to make it succeed.
