Lorena Velásquez Mérida
Summary
Currently pursuing a Master's degree in Strategic Communication and with a Master's degree in Human Talent Management, I describe myself as a highly experienced Digital Communications/Marketing Professional with a high sense of team work and result-oriented.
Highly-motivated employee with desire to take on new challenges. Strong work ethic, adaptability, and exceptional interpersonal skills. Adept at working effectively unsupervised and quickly mastering new skills.
Overview
19
19
years of professional experience
Work History
Public Relations with Media
Huawei Technologies
Guatemala
12.2024 - Current
- Develop public relations strategies that align with the company's profile.
- Create effective public relations plans using appropriate strategies and tactics.
- Organize and coordinate activities related to public relations.
- Advise the company on how to handle sensitive topics to maintain its reputation.
- Analyze the results of public relations campaigns and prepare reports.
Faculty of Economics Professor
Universidad Panamericana de Guatemala
Guatemala City
01.2023 - Current
- Professor of the following subjects:
- General Marketing (jan-may 2023)
- E-commerce and Social Media Marketing (Jan-Feb 2024)
- Strategic Marketing (May-August 2024).
Freelance Content Creator (20-hour/week)
Bank of Guatemala
Guatemala City
11.2022 - Current
- When requested, drafted value content for social media platforms, specially Twitter, based on the analysis of both technical information and educational documents.
- Actively participated in events targeting children, aimed at educating them on the various functions and components of the Central Bank System.
Acting climate& culture coordinator
Guatemalan exporters association
Guatemals
06.2025 - 09.2025
- Coordinate activities related to culture and climate
- Execute the annual climate survey
- Support in internal communications
- Support the initiatives of organizational hygiene
- Coordinate events when requested
- This is a temporary position, covering the main coordinator while maternal leave
Freelance Senior communication advisor
Civil aeronautics General Direction
Guatemala City
02.2024 - 04.2024
- During this short period, I Led the creation of the communication strategy for DGAC new administration.
- Led a 5-member team, with whom created new content for several digital platforms.
- Implemented Communication tactics for several stakeholders, such as press, legislators, and others.
- Worked as the spokeperson for a series of events.
- Worked as the Master of Ceremonies for the launch of the 'No Risks' digital app.
Digital Communications Professional (40-hour/week)
Superintendency of Banks
Guatemala City
05.2018 - 10.2022
- Successfully led the execution of the digital/social media campaign, surpassing established objectives by 200%.
- Conducted monitoring and analysis and of potential communication crises on social media channels.
- Implemented interaction management process, significantly enhancing user trust in the institution.
- By automating some components of the social media interaction management process, achieved a 30% reduction in response time on the META platform, which increased the trust level from the diverse stakeholders and followers of our social media channels.
- Achieved these results while managing a digital community of up to 50,000 followers.
- Actively collaborated in the institution's events such as handover ceremonies, financial supervision conferences, press conferences, and international summits.
- Attention of both national and international guests during meetings.
- Collaborated on the broadcasting of live events through both YouTube, and the main Website.
- When requested, edited multimedia materials on Adobe Photoshop, Illustrator, and Canva and managed the monthly content calendar.
- This content may have included institutional information, financial literacy for the public, awareness on financial safety, and press releases.
Assistant (40-hour/week)
Superintendency of Banks
Guatemala City
05.2007 - 05.2018
- Provided clerical and administrative tasks for senior executives including the IT Director and Banking Supervision Directors and their teams, as well as to the Institutional Communication Coordinator.
- Managed Official Correspondence according to the institution's standards.
- Conducted interpretation and translation services to provide seamless communication between stakeholders.
- Designed, created and developed audiovisual materials for internal communications.
- Led the Graphic design image project and was part of the team in charge of launching the chatbot: User Service Executive (EVA) located on: www.sib.gob.gt.
- Since its implementation in October 2021, EVA helped reduce by 25% the manual reception of requests and complaints from the financial entities account holders.
- Aiming at promoting financial inclusion through social media and digital environments, I proposed and led the 'SIB en K'iche'' initiative, which seeks the dissemination of general information for the benefit of k'iche'-speaking bank account holders and other members of the K'iche' Community, including but not limited to migrants and other populations.
- During its launch month, the SIB in K'iche' section obtained more than twenty thousand visits to the destination link.
Freelance Advisor (15-hour/week)
Social Welfare Secretariat- Deputy Secretariat of Reinsertion
Guatemala City
05.2023
- Professional advisor working specifically for the Deputy Secretary of Reinsertion in the planning committee, logistics and other activities related to the I Rehabilitation and Reintegration Congress.
Education
Master of Arts - Human Talent Management
Universidad del Valle de Guatemala
Guatemala City, GuatemalaMaster of Arts - Strategic Communication and Institutional Image
Universidad Rafael Landívar
Guatemala City, GuatemalaMajor - Marketing
Universidad Panamericana de Guatemala
Guatemala City, GuatemalaShort course - Digital Marketing Strategies
Pontificia Universidad Católica de Chile
ChileShort course - Government in the Era of Social Media
Organization of American States School of Governance
Washington D. C., United StatesSkills
IA management
- Public relations strategy
Adaptability to new projects/teams
Leadership and Team work culture
- Social media management
- Stakeholder engagement
- Event coordination
- Crisis communication
- Digital content creation
- Market research
- Audience analysis
- Team leadership
- Project management
- Effective communication
- Attention to detail
- Strategic thinking
- Friendly, positive attitude
- Cultural awareness
- Planning
- Organization
- Teamwork and collaboration
- Excellent communication
- Team management
- Conflict resolution
- Supervision and leadership
- Organization and time management
References
- Flor Dolores, Former Supervisor, Social Welfare Secretariat- Former Deputy Secretariat of Reinsertion, flordemaria.dolores@sbs.gob.gt, +502 56046174
- Ronald Ruiz, Deputy Director Communications and Institutional Relations Department - Former Supervisor, Bank of Guatemala, +502 52025832
- José Alejandro Arévalo Alburez, Superintendencia de Bancos, arevaloalejandro@gmail.com
- Samuel Pérez-Attias, Samperez1@gmail.com
Awards
Scholarship, Awarded by the Italian Institute of Culture in Guatemala to complete Italian language studies at Edulingua Academy located in Castelraimondo, Italy in 2012.
Languages
- English
- Italian
- French
- Spanish
- English
- Italian
- French
Timeline
Acting climate& culture coordinator
Guatemalan exporters association
06.2025 - 09.2025
Public Relations with Media
Huawei Technologies
12.2024 - Current
Freelance Senior communication advisor
Civil aeronautics General Direction
02.2024 - 04.2024
Freelance Advisor (15-hour/week)
Social Welfare Secretariat- Deputy Secretariat of Reinsertion
05.2023
Faculty of Economics Professor
Universidad Panamericana de Guatemala
01.2023 - Current
Freelance Content Creator (20-hour/week)
Bank of Guatemala
11.2022 - Current
Digital Communications Professional (40-hour/week)
Superintendency of Banks
05.2018 - 10.2022
Assistant (40-hour/week)
Superintendency of Banks
05.2007 - 05.2018
Master of Arts - Human Talent Management
Universidad del Valle de Guatemala
Master of Arts - Strategic Communication and Institutional Image
Universidad Rafael Landívar
Major - Marketing
Universidad Panamericana de Guatemala
Short course - Digital Marketing Strategies
Pontificia Universidad Católica de Chile
Short course - Government in the Era of Social Media
Organization of American States School of Governance