Meet Alejandra Moreno of Downtown Los Angeles

Today we’d like to introduce you to Alejandra Moreno.

Alejandra, we appreciate you taking the time to share your story with us today. Where does your story begin?
My journey has always been shaped by storytelling, creativity, and community. I was born and raised in El Centro, California, where I developed a deep appreciation for music, local culture, and the way people connect through shared experiences. I stayed there until leaving for university, a turning point that expanded my perspective and pushed me to imagine a bigger future for myself.

I went on to study marketing at California State University, Long Beach, where I earned my Bachelor’s degree and later returned to complete my Master’s in Marketing Analytics. During my time in school, I was also involved with GRAMMY U through The Recording Academy. That experience gave me early exposure to the music industry and allowed me to build meaningful relationships with artists, creatives, and industry professionals who continue to inspire my work today.

Alongside my studies, I began building Keep On Ur Radar, a creative platform dedicated to highlighting emerging artists and curating playlists. What started as a passion project naturally grew into professional opportunities, including curating Spotify playlists and collaborating directly with artists and brands. Through this work, I learned the value of thoughtful storytelling and the importance of building genuine community around creative work.

That foundation led me into my current role as a Marketing Specialist at Zankou Chicken, where I lead social media, influencer partnerships, loyalty marketing, and community activations. One of the most defining moments of my career was leading Zankou’s activation at Camp Flog Gnaw, from the initial idea to on site execution. It reinforced my belief that when marketing is rooted in authenticity and culture, it can create lasting connections.

Today, my work is centered in Downtown Los Angeles, where I continue building at the intersection of marketing, music, and culture. No matter the project, my goal is always the same. To create work that feels honest, intentional, and community driven.

We all face challenges, but looking back would you describe it as a relatively smooth road?
It has definitely not been a smooth road. One of the biggest challenges has been learning to trust my own voice, especially early on while navigating creative spaces that did not always feel built for someone from a smaller city. Coming from El Centro, I often felt pressure to prove that my ideas and perspective were just as valid as those of people with more access or industry connections.

Balancing creativity with practicality has also been an ongoing challenge. While building Keep On Ur Radar and pursuing opportunities in music and culture, I was also managing school, work, and the reality of supporting myself. Learning how to protect my creative energy while staying disciplined and consistent took time, but it ultimately helped me grow.

Professionally, stepping into larger responsibilities early in my career pushed me to grow quickly. Taking ownership of major projects came with moments of self doubt, but those experiences helped me become more confident and adaptable. Each challenge has shaped how I move today and reinforced the importance of staying grounded in purpose and community.

Appreciate you sharing that. What else should we know about what you do?
I work in marketing at the intersection of storytelling, culture, and community. I specialize in social media, partnerships, loyalty marketing, and on site activations, with a focus on creating experiences that feel authentic rather than transactional. I am known for bringing brands into cultural spaces in a way that feels natural, thoughtful, and rooted in real relationships.

One of the projects I am most proud of is leading Zankou Chicken’s activation at Camp Flog Gnaw. I pitched the idea internally, helped shape how the brand would show up, coordinated partnerships, and worked on site to bring everything to life. Seeing people recognize the brand, engage with it organically, and associate it with a meaningful cultural moment was incredibly rewarding and reinforced the kind of work I want to continue doing.

What sets me apart is my ability to move fluidly between strategy and execution. I enjoy being involved at every stage, from developing ideas to working on the ground during live moments. I care deeply about partnerships and on site activations because they create space for genuine connection, which I believe is where the most impactful marketing happens.

Outside of my role, I also run Keep On Ur Radar, a creative platform that allows me to stay closely connected to emerging artists and cultural communities. Through that work, I have built relationships that extend beyond content, including ongoing collaboration with an artist on their 2026 marketing plan. This perspective keeps my work grounded in culture and community, and continually informs how I approach partnerships and storytelling.

At the core of everything I do is the belief that great marketing is built on trust, intention, and real human connection. That mindset guides how I show up, the work I take on, and the impact I aim to create.

What would you say have been one of the most important lessons you’ve learned?
The most important lesson I have learned is the value of kindness and genuine connection. Taking the time to truly get to know people, without approaching relationships in a transactional way, has been the foundation of everything I have built. When people feel respected and seen, trust naturally follows.

I have found that many of the opportunities and collaborations in my career came not from chasing outcomes, but from showing up with curiosity, openness, and care. Leading with kindness has allowed relationships to grow organically, and from there, the work tends to speak for itself.

That approach continues to guide how I move through my career and the kind of impact I want to make, both creatively and professionally.

Contact Info:

• Website: https://www.keeponurradar.com/
• Instagram: https://www.instagram.com/alejandrmor/
• LinkedIn: https://www.linkedin.com/in/alejandra-moreno-/

Image Credits
Martha Moreno