Irene Carolina Murillo Mendoza
I am Irene Carolina Murillo Mendoza, an MBA-credentialed independent consultant specializing in strategic marketing, communications, and growth for consumer brands, NGOs, and B2B platforms across Central America, Latin…
About
I am Irene Carolina Murillo Mendoza, an MBA-credentialed independent consultant specializing in strategic marketing, communications, and growth for consumer brands, NGOs, and B2B platforms across Central America, Latin America, MENA, and Asia. I help organizations design and execute brand strategies, customer journeys, go-to-market plans, and digital transformations that drive growth and measurable impact.
With a track record leading marketing, brand strategy, and digital initiatives for global brands such as Samsung LATAM, Unilever LATIN AMERICA and ASIA, and Nintendo LATAM, I thrive on turning insights into actionable programs that scale and sustain.
- 27 years' experience
- Joined March 2026
Languages
- Spanish; CastilianFluent
- EnglishAdvanced
- GermanIntermediate
- PortugueseIntermediate
Industry experience
- Consumer Goods
- Professional Services
- Retail
- Media & Entertainment
- Software & Internet
More experts in San Salvador, El Salvador
Work experience· 22 roles
Established strategic foundations for franchise scalability. Delivered end-to-end Customer Journey and Brand Blueprint (positioning, promise, tone, and visual principles). Defined Digital Strategy and website architecture. Developed Communications Strategy and Brand Loyalty Program (Skinlab Squad). Led 2026 Marketing Plan development.
Developed and commercialized proprietary qualitative research and strategy frameworks. Key contributions included Axios Navigator: trend identification tool for high-growth real estate markets in El Salvador; Customer Journey Mapping and Sales Funnel design; Brand Positioning frameworks and Brand Communications Evaluation (ABC Framework).
Conducted industry benchmarking and market opportunity assessment. Defined Communications Strategy aligned to regional expansion goals. Developed 2025 Strategic Marketing Plan focused on differentiation and lead generation.
Education
Certifications and awards
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