Alejandra has been working in the film world since 1996, the year she was head of the International Markets Department at the Mexican Film Institute (IMCINE). In 1999 she created the International Sales and Promotion Area at the Latin American Institute for Educational Communication (ILCE). In 2001 she was hired by Variety, and from 2002 to 2004 she was head of the Programming and International Liaison Department at Mexico’s National Cinémathèque. From September 2003 to March 2013 she was in charge of the Industry Department at the Guadalajara Latin American Film Market. At the Cannes Festival she was a member of the Producers Network team of moderators. She has repeatedly participated in major film festivals and markets worldwide (Berlin, Cannes, San Sebastian, Toronto, Rome, Los Angeles, Havana, Miami, Cartagena and Locarno, among others). She has also been a jury member and has selected projects for different film events and institutions. In April 2013 she took up her position as General Coordinator of Los Cabos International Film Festival, one of Mexico’s biggest movie showcases.