Alanis Ramirez

Content Creator/Entrepreneur

September 3, 2026·By: Mbaire

Courtesy of Alanis Ramirez

"I struggled with social anxiety, and creating content helped me become more confident in showing people what I'm capable of."

At 20,Alanis Ramirezis already a full-time student, content creator, and founder of Racine, a Bay Area marketing agency. Her journey began with a YouTube channeldocumenting her move to the University of Nevada, Reno, and what started for fun grew into TikTok, brand collaborations, and eventually Racine. After transferring to San Francisco State, Ramirez continued building her agency while working with brands like YSL. For The Ones to Watch, Ramirez talks about turning social media into opportunity, building a business while still in college, the moments she considered giving up, and how far she wants to take Racine.

Before Racine and everything you’re doing now, who was Alanis?

I had just graduated high school and was headed to the University of Nevada, Reno. I knew I wanted to create content, but I didn't really know how, so I started YouTube for fun. As a first-generation student and the oldest daughter, moving away from my parents was hard, I also have a lot of family in Mexico, so documenting college became a way to bring everyone along with me. Then I started posting TikToks, brands began noticing me, and I thought, Okay, maybe I can actually do this.

What first drew you to marketing and content creation?

I saw so many thriving businesses in Latinx and other underrepresented communities that weren't getting enough representation, and I wanted to help change that. One of my first viral TikToks was promoting a small business in Reno. When I went back, they told me the video had brought them new customers at a time when business was slowing down and that's when I realized how powerful marketing and social media could be.

Why did you choose to move to San Francisco State University, and how has being in the Bay Area shaped you?

I grew up in the Bay Area, but I think I took for granted that San Francisco was right here. Once I got to college and understood more about networking, marketing and what I actually wanted to do, I realized San Francisco offered so much of that. Coming back made sense because this is home, and it's also where I could see myself growing professionally and building Racine.

What opportunities has social media created for you?

Social media has shaped me as a person. I struggled with social anxiety, and creating content helped me become more confident in showing people what I'm capable of. It's also opened doors I never imagined, from brands I grew up with sending me a package to working with dream brands like YSL, moments like that made me realize, Okay, this is actually possible.

How did you learn to turn your online presence into real opportunities?

I don't look at it as just getting views. I'm also a consumer, so I pay attention to what I watch and ask myself, If this is what I'm consuming, what should I be producing? Then I put my own lens on it as someone who's first-generation, Latinx and from an underrepresented background. I think that's what makes the content feel more personal and gives people a reason to keep following the journey.

What has been the hardest part of building Racine that people don't see?

Being the owner means every decision falls on me. Whether it's right or wrong, at the end of the day, I'm responsible for it. I'm also a full-time student, so it's all about priorities. But I don't regret starting young. You're going to make mistakes either way, so I'd rather make them and learn from them now than wait until later.

Was there ever a moment when you thought about giving up?

Definitely. I've questioned whether I'm the right person to be an owner, whether I'm in the right space, or whether this is even the right time. But then I look at how far I've come in just one year. If I had given up halfway through, I wouldn't have seen everything that's happened since. If I give up now, who knows what's ahead of me?

When did you realize Racine was becoming something bigger than you imagined?

Our fashion show with Fashion X Philanthropy. We had people modeling for the first time, small businesses doing their first pop-up, content creators receiving their first gifted products, and bigger and smaller brands all in one room. That event showed me exactly what Racine could be. It wasn't just about growing an agency anymore; we were creating opportunities for other people too.

What did you understand about marketing early on that helped you get ahead?

That marketing isn't just a post or a flyer, it's everything! It's word of mouth, your actions, how you're perceived, how you present yourself online, and even psychology. Once I stopped looking at marketing through such a small lens, I realized how broad it really is. There's always something new to learn, and I think understanding that early helped me get ahead.

Where do you hope Racine is five years from now?

I want Racine to be an established agency that's the go-to for businesses that need help, whether they're struggling, don't know what to do next, or have reached a point where they're asking, Where do we go from here? I want people to hear Racine and think about the impact we've had and trust us to help them grow.

Alanis Ramirez

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