The City of Sunland Park is pleased to announce the appointment of Celina Morales as its new Economic Development Director. Morales brings a strong background in municipal economic development, strategic planning, business assistance, and community revitalization, along with a collaborative approach to fostering economic growth and strengthening regional partnerships.
Experience in Las Cruces
Morales most recently served as Deputy Director of Economic Development for the City of Las Cruces, where she played a key leadership role in advancing economic development initiatives, supporting local businesses, and coordinating redevelopment efforts. She joined the City's Economic Development Department in 2022 and subsequently served as Interim Deputy Director before her formal appointment to the position in April 2025.
During her tenure in Las Cruces, Morales helped oversee a broad portfolio of economic development activities, including Metropolitan Redevelopment Area (MRA) initiatives, business assistance and incentive programs, business attraction and retention efforts, and strategic redevelopment projects. Her work involved collaboration with local businesses, elected officials, municipal departments, and regional economic development partners to identify opportunities, address challenges, and support sustainable economic growth.
Morales also contributed to initiatives aimed at revitalizing commercial corridors, strengthening small businesses, encouraging private investment, and expanding opportunities for economic development throughout the community.
She earned a bachelor's degree in advertising from the University of Texas at El Paso and brings experience in communications, project management, public engagement, and organizational leadership.
Looking Ahead in Sunland Park
As Economic Development Director for the City of Sunland Park, Morales will focus on strengthening the City's economic development efforts, supporting existing businesses, attracting new investment, and cultivating partnerships that position the community for long-term success. She is particularly interested in identifying opportunities that capitalize on Sunland Park's unique assets, strategic location, and regional connections.
I am grateful for the opportunity to serve the City of Sunland Park and excited to become part of a community with so much potential. I look forward to working alongside City leadership, local businesses, residents, and regional partners to build on the community's strengths, create new opportunities, and support meaningful, sustainable economic growth.
— Celina Morales, Economic Development Director