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Jorge Goytortúa has an extensive work experience in the aviation industry. Jorge is currently the CEO of Cross Border Xpress, a position they have held since April 2018. Prior to that, they worked at Aeromexico for eight years, starting in May 2010. At Aeromexico, they held the roles of Vice President Sales North America, from May 2010 to June 2011, and Senior Vice President Global Sales, from June 2011 to March 2018. Before their time at Aeromexico, Jorge worked at Mexicana Airlines for nearly two decades, starting in 1993. Jorge held various positions at Mexicana Airlines including Vice President Sales US and Canada, Regional Vice President Sales West Coast US and Canada, Regional Sales Director, Station Manager, Regional Sales Manager, Airport & Station Manager in Manzanillo Mexico, and Passenger Service Manager in Guadalajara Mexico.

Jorge Goytortúa completed the Advance Management Program (AD) at IPADE Business School in 2015-2016. Prior to that, they obtained a BA degree in Business Administration, Management, and Service from Instituto Tecnológico Autónomo de México in 1999-2000. Jorge also holds a Bachelor of Business Administration and Tourism (B.B.A.) from Universidad del Valle de Atemajac, which they earned in 1986-1990.