Alana studied Media and Communications in Geneva and London. She then gained her first agency experience at a prestigious advertising agency in Germany, as well as at an international modelling agency. She subsequently expanded her marketing expertise at the luxury watchmaker IWC Schaffhausen, there focusing on event management. Her love of social media and digital marketing stems from this period, and from her many years of collaborating with social media talent. As the person in charge of "Influencer Relations", Alana finds it extremely important to maintain close relationships with influencers. "Influencers are artists in their sector. It is therefore crucial to us to know them well, so that we can authentically convey their values in a collaboration with the client."