AD80 Woman of the Year 2025: Patricia Alvarez de los Cobos — A Binational Beacon of Leadership and Vision
By Sammy Couchman III (Intern) and edited by Chris Jonsmyr
On a crisp spring morning in early March, Patricia Alvarez de los Cobos sat down for an interview that offered a rare glimpse into the story behind her success. As the Founder and CEO of the Emmy-winning Energy Communications Corp., Patricia has spent decades bridging cultures, markets, and communities across borders. Now recognized as the AD80 Woman of the Year 2025, she reflects on her journey with the grace of a trailblazer and the humility of a community servant.
Patricia currently serves as President of the Chula Vista Chamber of Commerce and on several community and business Boards of Directors including the South County Economic Development Council (Former President), South Bay Family YMCA, Sharp Chula Vista Medical Center, Sharp Healthcare Foundation, and Access Inc. She also currently serves on the City of Chula Vista’s Measure A Citizens’ Oversight Committee as a Comissioner and the San Ysidro Health Philanthropy Leadership Council. She is an active member of the San Diego Regional Chamber of Commerce, Otay Mesa Chamber of Commerce, National City Chamber of Commerce, San Ysidro Chamber of Commerce, San Diego County Hispanic Chamber of Commerce, National Latina Business Women Association of San Diego and MANA de San Diego.
In the past she has also proudly served on the boards of the Susan G. Komen Foundation, the Mingei International Museum, the Otay Mesa Chamber of Commerce, MANA de San Diego, National Latina Business Women Association San Diego, Fundación Castro Limon, and the Kyoto Laureate Symposium Committee.
From Mexico City to San Diego: A Vision Born of Passion
Born and raised in Mexico City, Patricia's early life was filled with a fascination for marketing and storytelling. Her professional journey began in the pharmaceutical industry, working in marketing for Option Pharmaceuticals. But a turning point came in 1989, when she was offered the opportunity to move to the United States and represent Televisa TV stations.
"It was fascinating to use research to show companies the importance of the Hispanic market in the U.S.," she recalls. From understanding cross-border retail traffic to championing the economic power of Hispanic consumers, Patricia was laying the foundation for a career that would amplify Latino voices across borders.
And yet, the move wasn’t just professional—it was spiritual. "God led me to San Diego," she says, crediting faith as a guiding force throughout her life.
Building a Media Legacy: Breaking Barriers with Purpose
Founding Energy Communications Corp. was no small feat. Patricia faced skepticism from businesses that underestimated the Hispanic community’s economic power.
"I had to change their perception," she explains. "We are not only working in the fields. We’re educated, we go to school, we are hard workers—and we’re loyal."
That message resonates in the work of XERWT Channel 12, the media outlet at the heart of her company’s mission. Focused on binational coverage that spans Tijuana to San Diego, Channel 12 offers a vital connection for Spanish-speaking communities.
"Our goal is to keep both sides of the border informed with correct information," Patricia says. With increasing numbers of San Diegans relocating to Tijuana due to housing costs, the need for cross-border news is more critical than ever.
Cultural Fluency: Speaking Through Tradition and Respect
Operating across two countries requires more than bilingual fluency—it demands cultural fluency. Patricia understands this deeply.
"It's not just about language; it's about communicating via culture," she says. While older Hispanic generations in San Diego often hail from Mexico, younger generations are shaped by American influences. Patricia sees this not as a challenge, but as an opportunity for media to serve as a bridge.
"We respect traditions while helping our audience assimilate and succeed in the U.S. market."
Championing South County: A Future Fueled by Opportunity
Patricia is not just a media leader—she’s a force in regional economic development. Her passion for South County is contagious.
"This region is booming," she says, pointing to game-changing initiatives like the cross-border education partnership between Assemblymember David Alvarez and Southwestern College. "It’s huge," she says.
She also sees tremendous potential in Chula Vista, particularly with the Port of San Diego’s development projects. If small businesses are empowered and educated—through certifications, small business resources, and strategic planning—Patricia believes they can become part of a thriving ecosystem that serves both locals and tourists.
"These are opportunities you only find in the U.S.," she notes. "You just need to know about them."
Inspiration Through Service: A Heartfelt Honor
Receiving the Woman of the Year recognition is deeply meaningful for Patricia.
"I feel very, very honored," she says with emotion. "I want to inspire others to serve our community with heart—not just for ourselves, but for what we can achieve for others."
She envisions changing the narrative about places like Chula Vista, highlighting its assets: the library, the college, even the growing film industry. For Patricia, leadership means building legacies that lift others.
Patricia’s message for young professionals, especially Latinas, is clear and powerful:
"Never be ashamed of your language, your culture, or where you come from. Never, ever, ever."
Bilingualism, she insists, is a superpower. And the American dream, while not always easy, is real—if you are willing to look for the opportunities and fight for them.
"Don’t give up. Don’t quit," she says. "Competition breeds excellence. Try to always be your very best. God will give you an opportunity to excel."
Legacy of Love, Culture, and Opportunity
Despite her extraordinary achievements, Patricia speaks most proudly about her family.
"I didn’t have the opportunity to go to college," she admits. "But my number one goal was to give that opportunity to my children. And I did."
Her children have finished their degrees, with one completing a master’s program. "I’m very, very happy that this country gave me the chance to give them what I didn’t have."
Her final legacy? "Culture," she says simply. "My children will always be proud of being Mexican."
Patricia has proudly been recognized by many community and business leadership awards in her career such as The National Academy of Television Arts & Sciences – Pacific Southwest Chapter with the 2019 Emmy Award for Outstanding Achievement for a Commercial Campaign, and two 2022 Emmy Awards for Outstanding Achievement for a Commercial Campaign. She has been recognized by the American Advertising Awards with the 2020 Silver Addy – Copywriting Award, 2020 Bronze Addy – Commercial Campaign Award, two 2022 Bronze Addy – Commercial Campaign Awards and a 2023 Bronze Addy – Local Television Commercial Award.
The San Diego Regional Chamber of Commerce has recognized Patricia with the 2001 Emerging Business Award, 2022 International Business of the Year Award and 2023 Small Business of the Year Award Finalist. She has also received the San Diego Business Journal’s 1999 San Diego Women Who Mean Business Award, 1999 Multicultural Heritage Award and the 2023 Top 50 Latino Leaders of Influence Award.
- Thank you for your service to our community and congratulations on being named AD80 Woman of the Year, Ms. Alvarez de Los Cobos!