Area Sales Manager at Hedson

Juan Alloza

From Brazil to Sweden – Juan Alloza changed his life with Hedson 

Being open and curious has taken Juan Alloza on a remarkable journey – from installing Hedson’s products in Brazil, to being a part of the production in Vänersborg. 

As a mechanical and industrial engineer, Juan Alloza first came across Hedson back in 1999 when he was installing an IRT PowerCure. At the time, his company represented major international brands in South America, providing technical services. 

– Through that job I came in contact with Hedson’s products, and by 2000 Hedson wanted to work directly with us, Juan recalls. When he, almost 20 years later, spotted a job opening at Hedson in Europe, the timing felt right. His family had already discussed moving somewhere else, so in 2019, Juan, his wife and children left Brazil to start a new chapter in the South West of Sweden, joining the Hedson team in Vänersborg. Despite joining the company at a later stage in his career, Juan felt immediately supported. 

– I’m not young, even if I feel young. But Hedson welcomed me, gave me responsibilities, and made me part of the team. Everyone was very welcoming. Learning Swedish took some time, but without the language you never fully integrate. After three to four years, I felt like I was part of the real conversation. Today I have some really good friends in the company. Moving from Brazil to a North European workplace was more than a career change – it was a cultural shift where he discovered a different way of doing business. 

– I’ve learned to like the Swedish way of making decisions – through consensus. Even if something works, Swedes ask: is it optimal? That takes patience, but it’s great! It’s all about aiming for excellence. Hierarchy, too, feels different, says Juan. 

– In Sweden, you don’t give or take orders in the same way as I’ve experienced before. It’s more: let’s decide together. What works, works. Starting out as Export Sales Manager for Industrial Curing, Juan’s role has since expanded to also include the Nordic and export markets in the automotive sector. Today, he closely integrated with the markets and companies Hedson collaborates with, and his international experience combined with a flexible mindset has enabled him to successfully adapt to new markets and cultures. 

– Moving and learning new things makes me feel younger. Not being completely fluent forces you to keep learning, which keeps you humble – and hungry. Juan says one of the most interesting parts of his job today is working closely with engineering and production, where he can be involved in problem solving and development of new products. 

– I really like being close to IRT and the factory, gathering information and supporting the team. The reason I work with sales at Hedson is because I believe in the product and the technology.  Juan points out a couple of key ingredients that have played an especially important role in shaping his career and bringing him to where he is today. 

– A broad technical foundation has been essential. We don’t sell commodities. You need to understand the technology so clients and colleagues can trust you. Language is also important. I speak Portuguese, English, Spanish, Italian, Swedish, and some German, and now I’m learning French. My goal is to learn a new language every five years. Languages let you connect more deeply with people and cultures and that can make all the difference.  

For anyone considering a career at Hedson, Juan’s advice is simple: 
– Be open-minded. It’s a global company – you’ll work with suppliers, clients, and partners from all over the world. Flexibility is key. You’ll learn and have fun along the way. 

And if he had to summarize his Hedson journey in just three words? 
– Challenging. Quality. Efficiency.