Articles by Carlos
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Multicultural Consumers Have Driven Home Improvements Despite Inflation
Multicultural Consumers Have Driven Home Improvements Despite Inflation
By Carlos Santiago
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INCLUSIVE PROGRAMMING HAS MADE SMALL BUT HOPEFUL PROGRESS, ANA FINDS
INCLUSIVE PROGRAMMING HAS MADE SMALL BUT HOPEFUL PROGRESS, ANA FINDS
By Carlos Santiago
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Time To Optimize Ads' Cultural Relevancy and Boost Effectiveness
Time To Optimize Ads' Cultural Relevancy and Boost Effectiveness
By Carlos Santiago
Activity
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Great job by the team of leveraging the 7UP brand’s distinctive assets while modernizing its look and feel to be more competitive on shelf and…
Great job by the team of leveraging the 7UP brand’s distinctive assets while modernizing its look and feel to be more competitive on shelf and…
Liked by Carlos Santiago
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We all have items or objects that mean so much more than their function. McDonald's collectibles have the power to evoke special memories, and spark…
We all have items or objects that mean so much more than their function. McDonald's collectibles have the power to evoke special memories, and spark…
Liked by Carlos Santiago
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Hispanic Federation's new and improved website is now live! Their dedication to uplifting our Latinx communities with resources and opportunities…
Hispanic Federation's new and improved website is now live! Their dedication to uplifting our Latinx communities with resources and opportunities…
Shared by Carlos Santiago
Experience
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Education
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Washington University in St. Louis - Olin Business School
Activities and Societies: Fellow, Consortium For Graduate Study in Management
Publications
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Upscale Latinos: A Renewed Outlook For High-End Marketers
AHAA: The Voice of Hispanic Marketing and Nielsen
See publication"Upscale Latinos have demonstrated significant upward mobility across the upscale economy, making them an enormous opportunity for growth for U.S. marketers," said AHAA Education Chair Gaby Alcantara-Diaz. "Latinos are living the American story and augmenting it by upgrading their lifestyle, sense of self, and family with the pursuit of luxury – a key distinction that makes this segment so attractive to a broad set of brands."
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S-M-A-R-T Growth Through Opportunity Right-Sizing. The CMO Perspective
Chapter 2 of "WIN! the Hispanic Market" by M. Isabel Valdes
See publicationStrategies for business growth, how right-sizing the size of the prize is done, review of pitfall and 7 habits of effective growth leaders
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An Integrated Strategy For Hispanic Markets -The integrated in-culture marketing strategy
Scetion 5 Chapter 22 in Marketing To American Latinos -A Guide to the In-Culture Approach by M. Isabel Valdes
See publicationHow to build integrated In-Culture Marketing strategies.
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Impact of Customer Service On Hispanic Consumers Brand Image, Choice and Loyalty
Santiago Solutions Group
Languages
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Spanish
Native or bilingual proficiency
Organizations
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AHAA
Research & Thought Leadership Committee Chair
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