Carlos Santiago

Carlos Santiago, Chief Strategist

Carlos Santiago, President & Chief Strategist of Santiago Solutions Group, is a nationally-recognized business strategist. He is known for his innovative branding, segmentation and ROI analytics. Carlos founded Santiago Solutions Group in 2000, developing proprietary advanced analytics methodologies. Over the last 10 years, he has guided strategic growth, corporate, branding, engagement and social marketing strategies for organizations such as AARP, Campbell’s, Chivas Regal, GMAC Mortgage, HerbaLife, Health Net, HP, Humana, Johnson & Johnson, Nestlé, New York State AIDS Institute, Principal Financial, Sheetrock-USG, Target, Terra.com, Wells Fargo and WalMart.

Before branching out on his own, Carlos led Bell Atlantic-Verizon’s diversity marketing for 8 years, a business unit with $3 Billion in annual revenue. He oversaw P&L, brand strategy, retail channels, Direct Response promotions, and ROI with a $70M budget.  Carlos is a sought-after speaker on topics related to Hispanic consumer trends and preferences, in-culture marketing and communications, and growth in diversity markets. Carlos holds an MBA with concentration in Business Strategy & Marketing from Washington University.

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The Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It

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Aug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a […]

Gen Z 1.0; Hispanic vs White NH [INFOGRAPHIC]

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Hispanic Culture remains strong among Hispanic Gen Z reflecting distinct dimensions of Values: hyper-aspirational drive, determination, community mindedness, and family […]

Hispanic Gen Zers’ Families: Where Stress Begins and Love Never Ends

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In our latest Gen Z qualitative exploration, we spoke with Hispanic and White Non-Hispanic Gen Zers to better understand differences […]

Culture Plays Major Role in Hispanic Gen Z’s Lives. Not So for White NH Gen Z

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A new Quant-Qual study by Santiago Solutions Group, titled “Gen Z: Hispanics vs. White Non-Hispanics on Aspirations, Stress, Family and […]