Communications and Marketing Specialist

MAYRA ALEJANDRA VARELA FERNÁNDEZ

Email: ************@*******.***

Phones: +1-551-***-****

** ***** ***. ***** *********, New Jersey

LinkedIn: https://www.linkedin.com/in/mayra-alejandra-varela-fernández-48047a162/ Professional Profile

Social Communicator – Journalist, Specialist in Marketing and Digital Transformation. Professional with more than 10 years of experience leading internal and external communication strategies, digital marketing, and brand positioning in agribusiness, services, and sensory marketing sectors. Expert in employee engagement, multichannel content creation (copywriting and storytelling), and high-impact digital campaigns aligned with business strategic objectives.

Recognized for her ability to strengthen corporate reputation, optimize organizational culture, and develop crisis communication strategies that ensure coherence and trust among internal and external audiences. She has designed and implemented innovative solutions such as corporate metaverses, musical environments, and interactive digital platforms, enhancing emotional connection and loyalty among employees and customers. With experience in event management, social media management (LinkedIn, Instagram, Facebook), and tools such as MS Office, Canva, Trello, Slack, and WhatsApp Business, she combines creativity and metrics to generate measurable results in national and international environments, both on-site and remote. Education

1999 – 2005 - Social Communicator – Journalist. Universidad Autónoma de Occidente 2016 – 2017 - Specialization in Marketing. Universidad Autónoma de Occidente Complementary Education

(2024) Program: Mentors that Inspire – Prime Digital Consulting.

(2025) Digital Marketing Training – Comfandi Compensation Fund Professional Experience

• Lloreda S.A. Aug 2022 – Mar 2025

Position: Communications Coordinator

Functions: Designed and executed internal and external communication strategies, articulating strategic areas to generate engagement, strengthen organizational culture, and project a solid corporate image.

Achievements:

• Designed and implemented an immersive corporate induction program in the Metaverse, achieving a 75% increase in knowledge retention and a 30% reduction in training time for new employees.

• Optimized internal communication by integrating physical and digital channels, which increased employee participation in surveys and corporate campaigns by 40%.

• Implemented MusiChannel as a platform for musical environment and strategic messages, increasing campaign recall by 45% and improving work environment through sensory experiences that strengthened belonging.

• Developed a corporate WhatsApp channel as a direct and bidirectional line with employees, increasing internal message interaction by 60% and allowing more agile and personalized communication.

• Coordinated transversal information campaigns with key areas (OHS, Quality, Safety, and Administrative Services), achieving 95% coverage in the dissemination of priority information, ensuring regulatory compliance and operational safety.

• Designed and executed, together with the Human Management Department, wellness and professional development initiatives that increased participation in internal programs by 40% and strengthened employee commitment to the company.

• Cootraemcali Nov 2021 – Jul 2022

Position: Social Welfare, Communications and Marketing Assistant 2 Functions: Managed comprehensive internal and external communication strategies, strengthening institutional image, strategic alliances, and brand positioning. Achievements:

• Increased member interaction by 50% through multichannel communication campaigns and boosted the cooperative’s digital positioning by 40%, strengthening visibility and institutional reputation.

• Aliados Promotores de Servicios S.A.S. Aug 2020 – Apr 2021 Position: Marketing and Communications Director

Functions: Led internal and external communication strategies to promote the Granred card and consolidate institutional positioning, managing graphic design, public relations, and communication plan execution.

Achievements:

• Increased brand visibility in digital channels by 60% and consolidated relationships with strategic audiences, directly contributing to strengthening reputation and opening new business opportunities.

• Calles de Oro S.A. - Marketing and Communications Manager

• Musicar S.A.S. - Copy Voice Experience

Languages

• English: B1 level (in progress)

Personal Interests

Exercising, cooking, and enjoying activities that promote well-being and personal balance.

*References available upon request*

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