Mex and the City and photographer Carlos Alvarez Montero present



Alma Geddy-Romero, Racial Profiling, Mex and the City
Her Chelsea Apartment


We first met Alma on Twitter and everyday we thank the social media gods for her. She joined our team as our special events coordinator, developing collaborations in music and art. She is a self-starter that brings an elegant command to every project, taking a fun and funny idea and spinning it into a successful campaign. In her full-time job at Decon, the music-based production company and independent label, she’s the boss in marketing and branding, working with big brands like NBCUniversal, HBO, and Nike on multi-platform projects. She helped establish the Brooklyn Hip-Hop Festival, showcasing the genre’s progression through time, building community and emphasizing social change. This year is on the up and up. For Decon, she’s helping to support the re-launch of Mass Appeal magazine and expanding the artist roster. She’s excited about her husband’s first documentary and her dog, Cherry-bomb’s new exercise program. She’s a lady that has it all!

Age: 31
Place of Birth: Santa Fe, New Mexico
Parents: My parents were born and raised in Colorado, and my family tree extends several generations there. My mother’s family comes from German descent (our last name was originally spelled Goide), while my father’s lineage traces back to Yaqui ancestry in Sonora. My namesake, my great-grandmother Rosenda was a curandera (or bruja, depending) in Walsenburg, CO.
Occupation/Aspiration: I wrangle ideas and shape brand campaigns as VP of Marketing and Branding for Decon. I continuously aspire to be a conduit for creativity.

When did you move to NYC and why? I moved here in February of 2001, a few days after my 20th birthday. I wanted to pursue a career in music. I dropped out of college shortly after 9/11 and started working in various areas, everything from promoting children’s music to booking heavy metal. I think I’ve found my niche with brand work. My recent eleven-year NYC anniversary was a big deal for me. 

Which neighborhood do you live in the city? My husband and I moved to Chelsea after nine years in South Brooklyn. I love the neighborhood coupled with the convenience of Manhattan living. Easy walks to the water and trips to Rocking Horse Cafe keep me grounded.

Name a New York moment: I was walking down the street when a man passed me on the sidewalk. He turned and looked at me and said, “You’re right where you need to be.” He may have only been telling himself, but I took it as a good omen.

How do you keep it Mex in the City? By maintaining my hunt for a true green chile. Let’s say the hunt continues.

What’s your drink of choice? Gin and tonic, heavy on the lime.

Which Mexican do you most admire and why? My father, for his wit, his perseverance, and for his lesson.

Describe a fun or interesting fact about you: I was drum major in high school. Even then I was directing the band.

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