Alejandra Lagunes

Alejandra Lagunes Soto Ruiz (born December 11, 1971); is a Mexican communicator, currently serving as National Digital Strategy Coordinator for Mexico Presidency. Google Mexico co-founder worked for companies as Sales Manager for both MSN and Yahoo, meantime as a Press Chief for the Presidency of Ernesto Zedillo(1994–2000). She is one of the most influential women in Mexico, according to Forbes and Quién magazines.

Born in December 1971 in Mexico City; Soto Ruiz obtained the Bachellor Degree in Communication sciences at the ITESM(1990–1994).

After graduating, she specialized in Politics Communication, Public Image and Politics Psychology Research.

Early professional career

During Zedillo's Administration (1994–2000), Lagunes was head of the Press Office for the Presidency of Mexico until 1999. From 2000 to 2005 was sales manager in Yahoo. And leaded the area of strategic planning and executive MSN premium accounts.

In 2008 she co-founded Google Mexico directing the commercial area, following her experience in the field sales.

In 2009 directed the Commercial and Digital Strategy of Televisa Interactive Media.

Political Positions

During the election and presidential transition period in 2011 and 2012, Alejandra Lagunes, coordinated the digital campaigns of several candidates of the Party by the country's popular election. Such Eruviel Ávila Villegas and Enrique Peña Nieto towards the Republic Presidency.

After her leadership as a coordinator of the digital strategies for the Institutional Revolutionary Party (PRI) on June 27, 2012; British newspaper The Guardian identified Alejandra Lagunes as one of the leaders of "Handcock". A secret unit that positioned Televisa image of Enrique Peña Nieto by rubbishing the party's rivals in 2009.

Although, the scandal about a campaign who emphasize the alleged use of bots on Social networks to promote Enrique Peña Nieto's image, didn't undermined the achievements of Lagunes.

Who after the election, when Peña Nieto was declared president elected, was officially named head of the newly created National Digital Strategy Coordination at Mexican presidency.

In February 2013, "The Guardian" offered an apology to Televisa acknowledging that there was not an attempt to suggest that the documents they presented constituted conclusive evidence referring the bias information shown by the country's main television network.

As the head of the newly National Coordination of Digital Strategy, Alejandra Lagunes was responsible for the design of the "National Digital Strategy program". A set of strategies for a digital government that incorporates information and communication technologies to enable Mexico.

On September 11, 2011, Lagunes was responsible for publishing the guiding principles of such initiative as a first step in the development of the program.

The latest final plan was officially launched by President Enrique Peña Nieto and Alejandra Lagunes on November 25, 2013 in the National Museum of Anthropology.

The program established five objectives which were: Government Transformation, Digital Economy, Quality Education, Universal and Effective Public Health.

After the design proposed as a Coordinator of the Digital Strategy, Lagunes achieved that the President Enrique Peña Nieto implemented:

• Gob.mx: The "alpha" version of the website was put online in the first half of 2014 and by the 2015 evolved to a "beta" version.

• The Management Technology Federal Law.

• Free technological devices for education purposes.

• "Plan de Acción" (2013–2015): which is a 26 institutions commitment for an open and transparent government.

Actually, the Strategy was recognized by other organizations and governments around the world such U.S.A and Europe.

Under the leadrship of Lagunes, Mexico was rewarded by the Global Partnership for Sustainable Development Data in 2014.

Also became a member of the Family Online Safety Institute.

She married the politician Rafael Pacchiano in 2005 and former Undersecretary of Management for Environmental Protection at Semarnat. They have two children: Roberta and Carola Pacchiano Lagunes.