Alpha started her career in a media agency in a regional role focused on the luxury sector. She then moved to the fashion industry and was with Hugo Boss and Fendi for almost ten years. She led these brands’ digital and advertising strategies and managed Fendi's client events.

Alpha joined Audemars Piguet in 2020 as an Event & Marketing Manager and is currently the Marketing & Communications Director for the brand, driving customer-centric 360 marketing activations.