Available to hire
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.
Experience Level
Expert
Expert
Expert
Expert
Expert
Intermediate
Language
Spanish; Castilian
Fluent
English
Advanced
German
Intermediate
Portuguese
Intermediate
Work Experience
Independent Consultant at Self-Employed / Independent Consultancy
April 1, 2020 - PresentProvide strategic advisory and execution support to consumer brands, services companies, NGOs, and B2B platforms across Central America and Latin America. Engagements span brand strategy, customer journey design, go-to-market planning, digital strategy, and growth frameworks.
Strategic Foundations & Brand Blueprint Lead at SKINLAB
July 1, 2025 - PresentEstablished 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.
Marketing & Communications Consultant at Latin Top Jobs
July 1, 2024 - February 1, 2025Conducted 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.
Strategy & Research Consultant at Axios Intelligence
August 1, 2024 - December 1, 2025Developed 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).
Brand & Digital Lead at Emblema de Gloria
November 1, 2023 - April 1, 2024Led brand and digital foundations: website development, customer journey, brand positioning, and digital ecosystem. Developed Year 1 Marketing Plan.
Head of Growth / Digital Experience Strategy at SphereWorks LLC
July 1, 2022 - July 1, 2023Defined Customer Journey and digital experience strategy. Developed website and wireframes for platform development.
Brand & Marketing Leader at DIACO, S.A. de C.V.
April 1, 2022 - October 1, 2022Led Brand Positioning, Brand Architecture, and long-term Strategic Marketing Plan. Board Member (advisory role). Supported innovation processes and mass-market brand development.
COVID-19 Communications & Marketing Consultant at IFRC - International Federation of Red Cross / Red Crescent Societies
October 1, 2020 - January 1, 2021Developed and piloted COVID-19-related communications and marketing products, and provided technical support to regional and global programs.
Secretary to the Board / Strategic Communications Advisor at El Salvador Multiple Sclerosis Foundation
January 1, 2019 - July 1, 2023Pro bono work; Donor mapping and strategy; Strategic Communications Plan (2019-2023).
Co-founder / Chief Growth Officer at BRANDWORKS - LA, S.A.
April 1, 2017 - December 1, 2020Strategic marketing, communications, and growth consulting; growth through digital channels and brand acceleration across LATAM.
Digital Strategy Lead (Franchise) / Marketing Consultant at Popeyes – Panama
February 1, 2019 - April 1, 2020Developed Digital Strategy (Website and Social Media) for Global brands Franchise, focusing on growth through Delivery channel (Pre, and during COVID-19 crisis).
Strategic Event Lead at Kerry (Multinational Flavor Developer)
April 1, 2018 - October 1, 2018Conceptualised, developed and executed strategic event presenting 45 innovation samples; adoption of over 30% of presented portfolio and formation of a Strategic Alliance.
Consumer Concepts Development & Evaluation at Kerry (Multinational Flavor Developer)
June 1, 2018 - July 1, 2018Development and consumer evaluation of innovation concepts for key customer.
Branding & Training Consultant at Diana (Snack Brand)
September 1, 2017 - October 1, 2017Co-trained a leading local Snacks company in Branding, Strategic Planning, Media Planning, and strategic product line.
CMO / Corporate Marketing Director at SAMSUNG ELECTRONICS LATIN AMERICA ZL, S.A.
March 1, 2015 - October 1, 2016Led marketing team at corporate level (94 people); executed Global Brand Strategy; managed external agencies; led regional digital strategy and e-commerce; Cuba launch initiative.
Regional Marketing Director at EMPRESAS ADOC, S.A.
May 1, 2013 - January 1, 2015Led marketing for a 17-brand portfolio across LATAM; developed 5-year growth roadmap; managed brand strategy and execution; 2013/2014 awards for brand building and growth.
Regional Marketing Director – Nintendo LATAM at JUEGOS DE VIDEO LATINOAMERICA, GmbH
October 1, 2010 - April 1, 2013Led LATAM marketing across 6 markets; launched Nintendo 3DS and Wii U; managed budget and cross-functional teams; planned major regional events (E3) and press launches.
Senior Regional Brand Development Manager – Savoury LATAM at UNILEVER FOODS LATIN AMERICA
September 1, 2007 - August 1, 2010Maintained brand equity; launched categories in Mexico and Colombia; packaging prize; improved turnover and market share in multiple markets.
Senior Regional Brand Development Manager – Laundry SEA at UNILEVER LAUNDRY ASIA
September 1, 2004 - March 1, 2007Led regional brand development; drove two major regional innovations; contributed to a turnover of over €150 million in Asia.
Regional Brand Development Manager – Top Clean North LATAM at UNILEVER HPC LATIN AMERICA
January 1, 2001 - August 1, 2004Maintained brand equity; delivered innovations across 11+ countries; generated incremental turnover and market share gains.
Junior Brand Activation Manager – Direct Application at UNILEVER CENTRAL AMERICA
July 1, 1998 - January 1, 2000Activated laundry bar brands; achieved turnaround to profitability and led cost-saving initiatives.
Assistant Brand Manager Ice Cream at UNILEVER CENTRAL AMERICA
May 1, 1996 - June 1, 1998Led ice cream brand development; built brand equity; achieved high awareness and successful product rollouts.
Education
MBA (Fulbright Scholarship) at Southern Methodist University
January 11, 2030 - January 1, 1996BA in Communication Sciences at Universidad Dr. José Matías Delgado
January 11, 2030 - January 1, 1993Qualifications
Fulbright Scholarship for MBA
January 11, 2030 - March 4, 2026Industry Experience
Consumer Goods, Professional Services, Retail, Media & Entertainment, Software & Internet
Experience Level
Expert
Expert
Expert
Expert
Expert
Intermediate
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