ALTO is pleased to announce the promotion of Sofia Rosende to Vice President of Operations, effective February 1, 2025. 

This well-earned promotion celebrates Rosende’s outstanding leadership, unwavering dedication to ALTO’s mission of creating safer communities nationwide, and the significant contributions she has made to the company’s success. Rosende began her career as an attorney in Chile and has dedicated 11 years to ALTO, where she has consistently excelled in implementing innovative solutions and delivering operational excellence.

Rosende’s leadership journey at ALTO has been marked by several significant milestones. In 2019, she led the launch of ALTO operations in the U.S., successfully leading the company’s entry into California, one of the country’s most competitive and dynamic markets. Over the next five years, she served as Regional Vice President (RVP) for the Western U.S., delivering exceptional results, fostering innovation, and building strong client partnerships. Since 2024, she has brought the same dedicated leadership to her role as RVP for the Eastern U.S., where she has strengthened operations across diverse markets, empowered her teams, and championed impactful loss prevention solutions.

With a proven ability to tackle complex challenges, foster collaboration, and deliver strategic results, Rosende has set a gold standard within ALTO and the asset protection industry by aligning with solution providers to enhance in-store safety. Her promotion reflects ALTO’s ongoing commitment to recognizing and advancing exceptional talent within the organization.

About ALTO US 

ALTO enhances retail asset protection and loss prevention efforts by providing in-store support, legal expertise, and strong partnerships within the community. With a focus on reducing recidivism and emphasizing legal accountability, ALTO helps businesses create safer stores and deter disruptive behavior. Learn more.