Alicia was born in Mexico, but also holds a dual USA citizenship. Her first employer was the Government of Mexico, where Alicia served as Executive Assistant to Mexico’s First Lady.
In the mid-1980’s Alicia moved to the USA where she initially worked as a Promotions Manager/Account Executive for Casanova Pendrill Publicidad, Inc., one of the oldest Hispanic Advertising Agencies in Southern California. Alicia worked with key-accounts such as California Lottery; Toys-R-Us; Pacific Bell Spanish Yellow Pages; Ralston Purina, and Coors Brewing Company.
In the mid-1990’s Alicia was appointed the Marketing Promotions Manager for the Los Angeles based La Opinion, the largest Spanish Language daily newspaper in the USA.
Since 2000, Alicia has been employed as an independent Marketing and Public Relations Consultant, undertaking projects for two Beach front hotels in Capistrano Beach where she was largely instrumental in increasing revenues for both Hotels buy a staggering 250%.
Alicia was chosen by the former Publisher of Tijuana’s La Frontera newspaper to introduce marketing and sales strategies to launch and position a new daily newspaper in San Diego, Diario San Diego.
Alicia has also worked as Executive Consultant to the President of El Coyote Baja Resort, initially working out of the company offices in Irvine, CA before the company relocated Alicia to La Paz in March 2007.
Alicia has also taken Business Related courses at the University of Phoenix and Copy Writing courses at the University of California. Alicia was a former Board Member of the North American Chapter of the International Newspaper Marketing Association; Member of the Marketing Committee, Hollywood Entertainment Museum; a member of the American Translators Association, and LPA in Mexico.