Kristina Macias
Kristina Macias is the Regional West/Central Sales Manager at Waterco USA, Inc., where she has dedicated over 13 years to advancing commercial filtration and life-support system solutions for zoos, aquariums, and the broader pool industry. With more than 20 years of experience in sales, business development, and operational management, Kristina has established a strong reputation for enhancing digital presence, optimizing manufacturing processes, and elevating service standards.
She is recognized for her strategic marketing expertise and her commitment to providing customized, high-value solutions that cater to the unique needs of her clients. Kristina began her career in customer service and residential and commercial pool service, quickly progressing into sales and management roles, including positions as Business Manager and Senior Purchasing Manager.
Her hands-on approach, combined with a focus on understanding client needs and nurturing long-term relationships, has made her a trusted partner in high-value projects, some of which exceed several hundred thousand dollars. Kristina’s collaborative philosophy emphasizes teamwork, client engagement, and operational excellence, which have helped Waterco USA, Inc. maintain its reputation as a preferred partner in the industry.
A proud native of Tucson, Arizona, Kristina attended Pima Community College and Amphi High School, where she was recognized for her academic achievements and community service. She has earned certifications in Crystal Reports and has experience in trademark filings, demonstrating her commitment to professional growth.
Beyond her role at Waterco, Kristina actively contributes to industry organizations such as AALSO and engages in initiatives that promote animal welfare, marketing innovation, and client-focused solutions. Her career is characterized by dedication, innovation, and a continuous drive to expand her professional impact across the Western and Central United States.
• Crystal Reports Certification
• Trademark Filing
• High School Graduate
• Some College (not completed)
• Highest Sales Award at Lady Foot Locker (early 2000s)
• Highest Accessories Sold Award at Lady Foot Locker (early 2000s)
• Most Shoes Sold Award at Lady Foot Locker (early 2000s)
• AALSO (Association for Zoos and Aquariums Life Support Organization)
• APSP
• ALSCO
• Children's Museum of Tucson (volunteer and donor)
• Local Animal Shelters (volunteer at dog washing fundraising events)
What do you attribute your success to?
I attribute my success to my ability to learn and my openness to listen and grow. Achieving my goals has also been heavily supported by my loved ones, as it’s much more challenging to go it alone. The love and encouragement from my friends and family have played a crucial role in my achievements.
There were definitely times when I doubted myself, especially when I first entered the field and things felt slow. I questioned whether I was failing, as I've always had high standards for myself. However, my family reassured me that it would take time, and my coworkers echoed this sentiment. Without their support, I don’t believe I would have reached my goals.
I also credit my perseverance and determination to succeed in everything I do. I’m a driven person, and I understand that sometimes it requires putting in long hours. While I recognize my own contributions, I am immensely grateful for the support from my friends, family, coworkers, and boss.
I can't emphasize enough how fortunate I am to work for a company that not only listened to my desire to move back to Arizona but also created a position for me. Many bosses might have simply wished me good luck in that situation, but I am truly grateful for the encouragement and backing I have received.
What’s the best career advice you’ve ever received?
To be honest, the best career advice I’ve received—probably my number one piece of advice—was to listen to your clients. People often want to lead conversations, but one of the most valuable insights I gained was from my boss at Waterco, Marchal. He said, “The best advice I can give you is to listen.” Ever since he shared that with me, I’ve changed my approach when talking to clients. Instead of dominating the conversation with, “What can Waterco do for you?” I let them take the lead, and I make sure to listen carefully to their needs. After they’ve shared their thoughts, then I respond. It might seem like a small change, but it has made a significant difference. Marchal, who is currently the president of Waterco, gave me this advice before I entered the field. It’s important to understand that hearing someone and truly listening to them are two different things. You really have to pay attention.
What advice would you give to young women entering your industry?
As a woman in this male-dominated industry, let's be honest: you often have to work ten times harder to prove yourself. When you walk in, some people may glance at your appearance and automatically assume, "What do they know?" So, when I go to a job site and someone tells me, "Wow, you know more than anyone I've talked to," it gives me a sense of accomplishment.
You need to have thick skin in this industry; you can't take everything personally. Not everyone will agree with you or say yes. You have to get used to being told no. The most important thing for me is research. If I want to land a client, I thoroughly investigate what they have done, what they are currently using, and how I can bring value to them.
You must be willing to put in the work, ask questions, and never hesitate to seek help. Focus on building your strengths, and don't hesitate to turn to a teammate for assistance with your weaknesses.
What values are most important to you in your work and personal life?
In my work, my values are having good work ethic and good work morals. When I work, you have to focus 100%. When I'm working from home and not traveling, you've got to have set values to be able to do that. You have to be strict about it. If you know your clients are reaching out from certain hours, you need to zone in on work 100%. It's not about what's going on around you - don't turn your TV on. My kids used to tell me, you're just one of the hardest workers. I had two jobs when they were little, and luckily, I've instilled that into them. You've also got to have the mental state to see past office politics and know that everybody works differently. You have to be able to work as a team. Everybody has different personalities, everybody has different views on how they might think something should be. You've really got to learn to accept what others have, and you've got to be willing to admit your weaknesses. Build on your strengths, and for those weaknesses, ask for help. Show up when you're supposed to be there, and when you're there, be focused. As far as family and outside of work, my values are family. I'm not a religious person - I don't go to church. I do believe in God, but it was just never something I got into. For me, it's all about family values. Loving and supporting your family, no matter if it's your grandchild or your grandparent, because it comes full circle. Family values is everything to me, and anybody who really knows me knows that.