In a medium bowl, pour in the olive oil and fresh lime juice.
Add the soy sauce to the bowl and stir to combine.
Add chili powder, ground cumin, smoked paprika, garlic powder, onion powder, dried oregano, salt, black pepper, and granulated sugar (optional) to the bowl.
Whisk all ingredients together until the spices are fully incorporated and the mixture is smooth.
Place sliced chicken, beef, or vegetables in a large zip-top bag or shallow dish.
Pour the marinade over the ingredients, seal or cover, and refrigerate.
Marinate chicken or shrimp for 30 minutes to 2 hours; marinate beef for 4 hours to overnight.
Remove from the refrigerator 15–20 minutes before cooking and cook on a hot skillet or grill until browned and cooked through.