MARCELA ALVARENGA
Strategic Communications & Employee Experience Specialist
📍 Santa Tecla, El Salvador | 📞 - | ✉📧-🌐 linkedin.com/in/marta-marcela-alvarenga
PROFESSIONAL PROFILE
Multilingual communications and employee engagement specialist with 10+ years of experience across the airline, media, retail, and financial sectors. Proven expertise in internal and external communications, marketing support, and stakeholder relations across multicultural and international environments. Fluent in German and English. Recognized for leadership in corporate reputation, team coordination, and strategic storytelling. Passionate about culture, brand experience, and the people behind great organizations.
CORE SKILLS
• Internal Communications & Employee Engagement
• Stakeholder Management & Cross-cultural Communication
• Media Relations & Crisis Communication
• Administrative Support & Event Coordination
• HR & Onboarding Process Support
• Strategic Planning & KPI Monitoring
• Multilingual Content Development
• German & English Fluency
PROFESSIONAL EXPERIENCE
Success | Strategic Communications Consultant
Director of Strategy — El Salvador | 2021–Present
- Lead strategic communication planning for clients in banking, retail, media, and FMCG.
- Support clients with internal campaigns, CSR strategies, digital listening, and crisis management.
- Develop and deliver presentations, reports, and reputation audits to C-level executives.
- Coordinate media relations and press content for external positioning.
- Train spokespersons in effective messaging and on-camera communication.
Avianca Holdings | Regional Internal Communications Coordinator
El Salvador + Regional Scope (CA, NA, Peru, Ecuador, Europe) |-
- Designed and managed internal communication strategies for over 5 regional markets.
- Supported employee onboarding and leader communication with local teams.
- Produced internal content, newsletters, and key executive messaging.
- Supported corporate events, media relations and press coverage in Central America.
- Monitored KPIs to ensure alignment and communication impact.
Avianca Holdings | Communications Writer & Media Relations-
- Developed bilingual press releases and internal communications.
- Assisted PR efforts with regional offices and stakeholder engagement.
Inversiones Bolívar | Sales & Customer Experience Executive-
- Supported residential project brand positioning and customer experience strategies.
- Created marketing and sales plans to increase regional presence.
Grupo Dutriz – El Gráfico | Senior Editor & Social Media Manager-
- Managed content production across web, print, and social media channels.
- Presented a daily web news show (“El Gráfico TV”).
- Coordinated digital strategy and editorial planning.
EDUCATION
Master’s in Strategic Communication
Purdue University, USA | 2017
Bachelor’s in Integrated Marketing Communications
Escuela de Comunicación Mónica Herrera, El Salvador | 2011
Technical Degree in Advertising
Escuela de Comunicación Mónica Herrera, El Salvador | 2008
LANGUAGES
• English: Fluent
• German: Fluent
• Spanish: Native
SOFTWARE & TOOLS
• Adobe Photoshop & Illustrator
• MS Office Suite (Excel, PowerPoint, Outlook)
• Digital Listening Tools
• Canva
RECOGNITION
IJP Fellowship for Latin American Journalists (2013)
Internship as a journalist at Die Welt, Berlin (3 months)
