Aura Mendoza Herrera

About Aura Mendoza Herrera

Brand Strategist with over 15 years of experience in the development branding strategies, for different industries and geographies. Some of the industry segment she had worked are Financial, Technology, Telecommunications, Retail and Mass consumption among others. Her area of expertise includes brand assessment, competitor analysis, benchmarking, development of brand strategy and management, as well as brand standard definition both for products and corporations. Besides that, Aura has been working with the creative team to make sure the strategy is well interpreted and can get strong visual communication impact to the marketplace.One of the most important challenges Aura had been in charge was migrate one of the most important worldwide cement brand CEMEX into Europe Region, and establish brand standards and communication in each country. Aura as the founder of Inbrand Studio in Mexico and USA, envisioned the opportunity of offering medium size companies, effective solutions to give value to their brands and their business as well.Specialties: Brand assessment, brand attribute, brand positioning, brand strategy and brand architecture development, brand/marketing research, interviewing, focus group planning and execution, leading ideation workshop, naming and tagline development, brand decision tree structuring, messaging guides ID implementation guidelines and execution, marketing materials copywriting, qualitative and quantitative survey development and analysis. Team development

Experience

1. Marketing Branding Consultant - Us Market

   Inbrand

   Jan 2017 — Present · Miami, FL, US

Education

• Universidad Tecnológica del Centro (UNITEC)

  Bachelor in Business Administration, Logistics

  1992 — 1996

• New York University

  Minor, Marketing

  1999 — 1999

• IESA

  MBA, Marketing and Communications

  1997 — 1999

Skills

• Customer Insight
• Interactive Marketing
• Branding & Identity
• Brand Management
• Marketing Strategy
• Strategic Thinking
• Market Planning
• Media Planning
• Integrated Marketing
• Creative Direction
• Consumer Behaviour
• Brand Awareness
• Management
• Marketing Management
• Creative Strategy
• Leadership
• Corporate Branding
• Direct Marketing
• Market Research
• International Marketing
• Concept Development
• Positioning
• Marketing Research
• Digital Marketing
• Relationship Marketing
• Brand Equity
• Digital Strategy
• Brand Implementation
• B2b Marketing
• Consumer Insight
• Brand Development
• Segmentation
• Advertising
• Strategy
• Brand Architecture
• Research
• Marketing Communications
• Marketing