Alejandro “Alex” Rojas is an experienced Southern California institutional manager who serves as chief operating and executive officer with the Central Basin Municipal Water District. Also serving as district treasurer, he has guided investments and debt servicing and ensured that capital and operating budgets are allocated efficiently. Alex Rojas’ AI integration efforts have improved productivity and reduced expanses. He has also employed Six Sigma methodologies in improving municipal water district resource allocation.
Alejandro Rojas also has experience with the Bassett Unified School District, where he served as an administrator and educator. He spearheaded systems optimization that improved the IT and curriculum development infrastructure relied on by 3,520 students. He also completed stakeholder engagement and demographic research that took into consideration enrollment trends. Mr. Rojas’ efforts improved Bassett Unified School District’s branding and marketing efforts and reversed a declining enrollment.
Alex Rojas holds a PhD in organizational leadership earned at the University of Southern California. He subsequently earned an MS in water engineering and management at the University of Colorado Boulder.
What is your typical day, and how do you make it productive?
My day typically begins by reviewing my calendar and prioritizing tasks to prepare for meetings and strategic initiatives. I then check in with my team to address updates, solve problems, and ensure alignment on our goals. Throughout the day, I focus on water resource management, stakeholder engagement, and long-term planning for the district. To stay productive, I use time management techniques, delegate effectively, and stay informed about industry trends to make data-driven decisions.
How do you bring ideas to life?
I thrive on problem-solving, so my ideas often stem from identifying challenges or inefficiencies that need addressing. Once I recognize an issue, I collaborate with my team to brainstorm solutions, leveraging their expertise and perspectives to refine the idea. From there, I develop a clear action plan, set measurable goals, and ensure the necessary resources are in place to execute the vision. By fostering a culture of innovation and accountability, I turn ideas into tangible improvements that benefit the organization and the community we serve.
What’s one trend that excites you?
One trend that truly excites me is the integration of artificial intelligence (AI) with human experience and intuition. I believe AI has the potential to enhance creativity and productivity by automating routine tasks, analyzing complex data, and providing actionable insights. However, what excites me most is how it complements human judgment and expertise, allowing us to make more informed decisions and solve problems in innovative ways. This synergy between technology and human intuition can revolutionize how we work, manage resources, and address challenges in industries like water management, ultimately driving efficiency and sustainability.
What is one habit that helps you be productive?
One habit that significantly boosts my productivity is riding horses, particularly showjumping. The sport is both physically and mentally demanding, requiring focus, precision, and quick decision-making. After a ride, I feel energized and mentally refreshed, which helps me approach work with clarity and renewed focus. The discipline and resilience I develop through showjumping also translate into my professional life, enabling me to tackle challenges with confidence and determination.
What advice would you give your younger self?
I’d tell my younger self to slow down and not be in such a hurry to check off all the boxes. Take time to enjoy the work you do and the experiences life throws your way—they’re what make the journey meaningful. Don’t get so caught up in chasing the next big thing that you forget to appreciate where you are right now. Life’s too short to rush through it; savor the moments, learn from them, and let them shape you into the person you’re meant to be.
Tell us something you believe almost nobody agrees with you on?
I genuinely believe The Smiths are one of the best bands ever—though I know not everyone agrees with me! There’s something about their lyrics, Morrissey’s wit, and Johnny Marr’s guitar work that feels timeless to me. Their music has this unique way of blending melancholy and beauty, and it’s always resonated with me on a deeper level. Even if they’re not everyone’s cup of tea, I’ll always stand by the idea that The Smiths were ahead of their time and left a lasting mark on music.
What is the one thing you repeatedly do and recommend everyone else do?
I swear by infrared saunas—they’ve become a non-negotiable part of my routine. Not only do they help me unwind and recharge after a long day, but I’ve also noticed a huge difference in how I feel physically and mentally. They’re great for relaxation, detoxing, and even improving circulation. I recommend them to everyone because they’re such a simple way to prioritize self-care and overall well-being. Plus, it’s like getting a mini escape without leaving your house!
When you feel overwhelmed or unfocused, what do you do?
When I’m feeling overwhelmed or unfocused, I turn to music—it’s my go-to reset button. Whether it’s something calming to help me recenter or an upbeat track to boost my energy, music has a way of clearing my mind and shifting my mood. Sometimes I’ll just close my office door, put on my headphones, and take a few minutes to breathe and listen. It’s amazing how something so simple can help me refocus and tackle whatever’s in front of me with a fresh perspective.
What is one strategy that has helped you grow your business or advance in your career?
One strategy that’s been a game-changer for me is using Six Sigma methodologies to drive performance improvement. It’s all about identifying inefficiencies, streamlining processes, and making data-driven decisions to achieve better results. In my role, I’ve applied Six Sigma principles to tackle complex challenges, whether it’s optimizing water resource management or improving operational workflows. By focusing on measurable outcomes and involving my team in problem-solving, we’ve been able to deliver consistent, high-quality results that benefit both the organization and the community we serve. It’s not just a tool—it’s a mindset that keeps us focused on continuous improvement.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
Early in my career, I had a tendency to move quickly to address problems, thinking speed was the key to success. But I learned the hard way that rushing into solutions without fully understanding the issue can sometimes make things worse. There was a specific instance where I jumped into action without taking time to reflect, and it led to a less-than-ideal outcome. That experience taught me the value of pausing, even if just for a day or two, to assess the situation, gather input, and consider all angles before making a decision. Now, I balance urgency with thoughtful reflection, which has helped me make more effective and sustainable decisions.
What is one piece of software that helps you be productive? How do you use it?
One tool I rely on daily is Slack—it’s so much more than just a messaging app for me. I use it as a central hub for time management, scheduling, and project collaboration. It helps me stay organized by keeping all my team communications in one place, setting reminders, and tracking project progress through integrations with other tools. Whether I’m coordinating with my team, sharing updates, or breaking down tasks, Slack keeps everything streamlined and accessible. It’s like having a virtual assistant that keeps me and my team on the same page without the chaos of endless emails.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
One of my all-time favorite books is On the Road by Jack Kerouac. It’s more than just a story about travel—it’s a celebration of freedom, spontaneity, and the search for meaning. Reading it always reminds me to embrace life’s unpredictability and to stay open to new experiences, both personally and professionally. Kerouac’s writing has this raw, unfiltered energy that inspires me to take risks, think differently, and appreciate the journey, even when the destination isn’t clear. It’s a book I revisit whenever I need a reminder to live fully and authentically.
What’s a movie or series you recently enjoyed and why?
I recently started watching True Detective, and I’m hooked! The storytelling is incredible—each season feels like its own self-contained masterpiece, with complex characters and gripping plots that keep you guessing. I love how it blends mystery, psychology, and a touch of the supernatural, all while exploring deeper themes like human nature and morality. It’s the kind of show that stays with you long after the credits roll, and it’s been a great way to unwind while still feeling like I’m engaging with something meaningful.
Key learnings
- Balance urgency with reflection – Taking time to assess situations before acting leads to more effective and sustainable outcomes.
- Leverage technology as a partner, not a replacement – AI and tools like Slack can enhance productivity while empowering human creativity and collaboration.
- Prioritize self-care and well-being – Practices like infrared saunas and hobbies such as showjumping improve mental clarity and resilience, benefiting both personal and professional life.
- Embrace continuous improvement – Strategies like Six Sigma foster a culture of innovation and efficiency in addressing challenges.
- Value relationships and experiences – Investing time in meaningful connections, like celebrating milestones with loved ones, enriches life beyond professional achievements.