Alexandra Newman

Chief Executive Officer

Alexandra brings a wealth of experience and a proven track record of success in the CPG, Food & Beverage, Dairy, Nutrition, Health & Wellness Industry. With her leadership, we are confident that LALA US, Inc. will continue to grow and achieve new milestones.

She previously served as Chief Executive Officer at Milkadamia and has performed C-suite roles across early to different companies, where she demonstrated exceptional strategic vision and innovative thinking to achieve top & bottom-line growth along with world class team building, processes, systems and approaches to transform companies into high performing, hyper-growth organizations.

Sandra Masciarelli

VP of Finance & IT

Sandra Masciarelli brings over 25 years of experience in the consumer-packaged goods (CPG) industry, having held significant leadership roles in renowned companies such as Procter & Gamble, Bacardi Spirits, Kimberly-Clark, and LALA U.S., Inc.. Throughout her career, Sandra has successfully led finance teams and driven corporate growth through strong collaborations with leaders and stakeholders at all levels of the organization across multiple geographies, including the USA and LATAM countries.
Sandra began her professional journey at Procter & Gamble, where she excelled in various leadership positions. Her roles included Commercial Finance Head for Latin America Distributor Markets, as well as key positions in Financial Planning, Business Analysis, Supply Chain Finance, and the Controller’s office. In 2018, Sandra moved to Dallas to join Kimberly-Clark as Senior Director, leading the Global Financial Planning and Reporting Transformation initiative. In 2020, she took on the role of CFO at LALA USA, where she continues to make a significant impact.
Sandra graduated from Universidad Católica Andrés Bello with a degree in Public Accounting. Outside of her professional achievements, she is passionate about spending time with her family, practicing Pilates, and traveling to new places.

Heather Foitek

Chief of Sales and Revenue

Heather brings nearly 20 years of diverse CPG experience to her role as Vice President of Sales & Marketing at LALA U.S., Inc. Her background spans function critical to commercial success, including sales, marketing, category management, consumer insights, and supply chain.
Since joining Lala US in 2018, Heather has steadily risen through positions of increasing responsibility. In her current role, she oversees all commercial aspects of the business, encompassing sales, marketing, R&D, demand planning, customer service, sales planning, analytics, category management, and consumer insights.
Heather holds a strong academic foundation with a dual undergraduate degree in Finance and Marketing from DePaul University (2004) and an MBA with a concentration in Operations Management and Sales Leadership (2007).
Beyond her professional accomplishments, Heather finds joy in exploring the world with her family, immersing herself in nature, and delving into diverse reading materials. She is also dedicated to giving back to the community.

Darla Roden

GENERAL COUNSEL

Darla S. Roden serves as General Counsel and Corporate Secretary and is a member of the LALA US, Inc. executive leadership team. Darla provides legal perspective and guidance for all LALA US functions, advising the Company on diverse legal issues since joining in 2017. Prior to joining LALA U.S., Inc. Darla was with Borden Dairy Company as Associate General Counsel-Litigation, managing the national litigation docket and providing support for the Risk, Supply Chain, Distribution, Human Resources/Labor Relations, and Environmental, Health and Safety groups. Darla formerly practiced with the law firm of Andrews Kurth LLP, now Hunton Andrews Kurth, LLP, where she spent more than 15 years as part of the complex commercial litigation group in its Dallas, Texas office.

Darla participates in the IDFA Legal Community, is a Board Member of the IDFA Yogurt and Cultured Dairy Products Segment, and is a member of the Texas General Counsel Forum and the Association of Corporate Counsel. Darla is also President of the Dallas Bar Association Corporate Counsel Section in 2024. Darla lives in Dallas, Texas and enjoys spending time with her husband, two children, and two dogs.

Rafael Trujillo

VP OPERATIONS

Rafael Trujillo has over 15 years of experience in the CPG industry leading multifunctional teams in Mexico and US. Rafael has been part of international companies as Procter & Gamble, Danone, Mondelēz International and Nestlé, developing his skills in the food industry in different leadership roles. In 2019, joined Grupo LALA in Mexico and then be transferred to his current role as US Operations Vice president. He finished his studies at Tec de Monterrey with a degree in Mechanical Engineering and from the UNAM with a degree in Economics with a specialty in Finance. He also holds a master’s degree in strategic planning and a PhD in Innovation. In 2022, he accredited the 3 years general management program at Harvard Business School to his professional growth. He is passionate about soccer, watching movies and enjoying time with his family.

Hector Velazquez

VP HUMAN RESOURCES

Hector Velazquez is Vice President, Human Resources of LALA US, Inc. In this role, Hector has direct responsibility for all human resources functions at LALA US, Inc. including learning and development, organization planning, compensation, benefits, employee relations, staffing, employee communications, and organizational development. Hector also serves as a member of LALA US, Inc executive leadership team. Hector joined LALA US, Inc. in April 2023.

Previously, Hector was the Human Resources and the Organizational Development director for the LATAM region at Carl Zeiss Vision and held HR executive roles At Qualcomm, Inc., ITT, Inc., OSI Industries, LLC, and Aerzen.

He holds a Bachelor of Science degree in Chemical Engineering from the Benemerita Universidad Autonoma de Puebla, and a Master Degree in Business Administration from the Centro de Enseñanza Tecnica y Superior (CETYS Universidad). He also is certified by the Saïd Business School in the Oxford Executive Leadership Programme and holds different certification in Leadership Competencies Model.

Hector lives in Dallas, TX and San Diego, CA, and he is passionate about spending time with his family, practicing pickleball, and traveling to new places.

Flavia Panza

Chief Marketing Officer

Flavia is a seasoned executive with more than two decades of experience in the CPG and dairy industries. She has driven transformative growth at Kraft Foods, Abbott Nutrition, and Dairy Farmers of America, leading iconic brands such as A.1., Grey Poupon, Similac, Ensure, Borden, and La Vaquita, among others.

Her expertise spans category expansion, brand building, and consumer-driven innovation across retail, foodservice, and B2B channels. Blending a global perspective with deep expertise in the U.S. market, Flavia draws on her roots in Caracas, Venezuela, and international experience from working in São Paulo, Brazil. She is fluent in four languages and holds degrees in Mechanical Engineering and Business