About Alex · what he does, for whom, with what proof
He reads the tribe behind the metric.
Alex Servin takes the traces people leave on platforms and networks and gives them back their human shape — beliefs, rituals, belongings — so organizations can decide with meaning, not just volume.
For whom: organizations that want to understand their people — from the UN and the Swiss government to Mercedes-Benz and Hermès — students learning to read data as culture, and audiences who leave the room seeing people where they used to see figures.
The stars are the facts; the figure is what they mean.
Career
2011 — Today
Managing Partner & co-founder · Antropomedia
Guadalajara, Mexico · Neuchâtel, Switzerland
A pioneering digital-anthropology consultancy. It applies social-science methods to give Big Data human context and meaning: understanding the people who believe in an organization — and the people about to discover it.
2015 — Today
Professor · Tecnológico de Monterrey
Guadalajara campus · Business School and Department of Media and Digital Culture
Data mining, digital marketing, brand development, omnichannel strategy and digital anthropology. His courses have put 350 students — and counting — in front of real briefs from brands like Nikon, Deportes Martí and Tiendas 3B.
2011
Business Intelligence Director · Mindcode México
Mexico City
Led a team of qualitative-research analysts for brand positioning. Recommendations were implemented at Grupo Bimbo, Michelin, Tajín, Televisa, Holcim, ACH Foods and Banorte.
2009 — 2011
Analyst · Bertelsmann (New York and Barcelona)
Bertelsmann Inc. · Bertelsmann Spain
Market research for Grupo Editorial Bertelsmann and Círculo de Lectores, using digital-anthropology methods. The New York internship received the CCJEJ award for best professional practices.
Education
MA in Digital Humanities · Tecnológico de Monterrey · 2020–2022 · Mención Honorífica de Excelencia, the Tec's highest distinction.
MA in Digital Marketing & eCommerce · Universitat de Barcelona · 2010–2012 · double degree with EAE Business School.
American Business Practices · State University of New York · 2009.
BA in Communication Sciences · Tecnológico de Monterrey · 2005–2010 · Diploma a la Excelencia en Formación Integral.
Awards
Teaching Excellence Award · Tecnológico de Monterrey · 2016 and 2023 — the professor best rated by students and administrators, in two different cohorts.
Mención Honorífica de Excelencia · 2022 · for the MA in Digital Humanities.
Best professional practices · CCJEJ · 2009.
Languages
Native Spanish · advanced English · intermediate French. This site speaks all three.
CV
CV as PDF available on request: info@servin.ch.
Official biography
One voice.
For programs, press and introductions, use this text as is.
Alejandro Servin Arroyo is Managing Partner and Co-Founder of Antropomedia, a Mexican-Swiss consultancy he helped launch in 2011 with operations across Latin America and Europe. His work bridges social sciences and data sciences, applying digital anthropology to decode how communities, identities, and consumer tribes form, evolve, and influence markets in the digital age.
Over more than fifteen years and five hundred projects, he has advised global brands and institutions including Google, Mercedes-Benz, Hermès, Starbucks, Warner Bros. Discovery, Kellogg’s, Burger King, Whirlpool, Forbes, Nikon, Alfa Romeo, Jeep, and Grupo Posadas, as well as the Government of Switzerland and the Swiss Embassy in Mexico. He has been a speaker at the United Nations AI for Good Global Summit in Geneva and has lectured across four countries on the cultural intelligence required to lead in an AI-driven economy.
His academic work on the construction of collective identities in social networks has been published internationally, and he holds graduate degrees in Digital Humanities from Tecnológico de Monterrey, where he completed his master’s with the Mención Honorífica de Excelencia, and in Digital Marketing and eCommerce from Universitat de Barcelona. As Professor of Digital Anthropology Applied to Business at Tecnológico de Monterrey, he has been twice recognized with the institution’s Teaching Excellence Award, in 2016 and 2023.
He is a member of ESOMAR, the global association for data, research, and insights professionals, and an active contributor to the international conversation on digital anthropology, behavioral intelligence, and the role of cultural understanding in technology-driven business. Trilingual in Spanish, English, and French, he operates between Guadalajara and Neuchâtel.
Need a shorter cut or another language? Write to info@servin.ch — one contact for all brand materials.