From the Central West and Andean regions, Rubén Álvarez, Regional Sales Manager at Masisa Venezuela, leads a management approach built on deep market knowledge, close relationships with customers, and a strong focus on quality as a key differentiator.
At Masisa, commercial management is strengthened through a deep understanding of markets and the people within them. In Venezuela, the Central West and Andean region—covering the states of Lara, Carabobo, Portuguesa, and Barinas—benefits from leadership focused on building long-term relationships and delivering solutions aligned with customers’ real needs.
“It is a great pleasure to share every experience we have with our customers on a daily basis,” says Rubén Álvarez, Regional Sales Manager at Masisa Venezuela.
With more than eight years at Masisa, Rubén has consolidated a management approach that provides strategic insights to the National Sales and Marketing teams, particularly in regions with dynamics and requirements different from the rest of the country. In these areas, raw MDF boards in 9, 15, and 18 mm thicknesses, in the 183 format, account for much of the demand, followed by melamine boards in the same format, in colors such as Frosty White, Graphite Grey, Crystal Grey, and Walnut.
Understanding the final uses of the products has been key to guiding the commercial strategy. “Applications vary widely, and each one responds to a specific market segment. Raw MDF boards in 5.5 and 9 mm are mainly used for kitchen cabinet backs, home and office modular furniture, and handicrafts, while 15 and 18 mm boards are used for furniture structures, closets, office furniture, and melamine cladding,” explains Rubén Álvarez.
This approach is further strengthened by the attributes that distinguish Masisa boards, such as their decorative finishes, moisture resistance in HR versions, and low formaldehyde emissions—features that meet globally recognized quality standards.
“Our greatest strength is the quality of our materials. We have internationally recognized certifications, excellence-driven production standards, rigorous quality control, and the support of a value chain that starts in our own forests and allows us to reach the end consumer with greater confidence,” affirms Rubén Álvarez, Regional Sales Manager at Masisa Venezuela.
For commercial management in the region, quality is not only a product attribute but a cross-cutting commitment reflected in every interaction with customers. “Exceeding expectations as a reliable supplier is key to developing our market,” he adds.
This commitment extends to the Masisa Venezuela Sales team, which works with closeness, excellence, and continuous support, reinforcing Masisa’s role as a strategic partner in the growth of its customers and the business.