Carlos is the founder and president of Santiago ROI. A nationally-recognized business strategist, he is known for his innovative branding, segmentation and ROI analytics. In building SROI, Carlos has led corporate, branding and social marketing strategies for AARP, Campbell’s, Chivas Regal, GMAC Mortgage, Herbalife, Humana, J&J, Money Mart, Nestlé, 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, cost of acquisitions 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. He has published breakthrough papers such as:

“Does a Well-Resourced Hispanic Corporate Strategy Translate Into Shareholder Value Creation?”
“The Right-Spend Studies ―Setting Appropriate Allocation Levels To Optimize Hispanics Purchase Behavior”
“The Impact of Customer Experience On Hispanics Brand Choice & Loyalty”
“An Integrated Strategy For Hispanic Markets”

Steve brings 20 years of communications and critical analysis expertise to assist businesses and non-profits on growth strategy, marketing, change management and learning to advance innovation. Steve is the immediate former CMO of Humana, Inc. – a Fortune 100 company where he led communications efforts for 8 years. Prior to that, Steve was a founding Partner and Senior VP of Strategic Planning of LatinWorks Marketing.  Earlier, Steve built one of the largest and most respected Hispanic public relations firms in the United States – Moya, Villanueva & Associates. His primary involvement was in communications strategy, marketing and public affairs activities. Prior to that, he served in senior vice president positions at Manning, Selvage & Lee and Fleishman-Hillard developing Latin American networks and focusing on strategic communications consulting, issues analysis, change management and ethnic market relations.

J.C. brings over 30 years of experience ranging from organizational development, client services and corporate relations to marketing, community relations and promotions. She has led national public relations and grass-roots campaigns for both private and public sectors. This includes supervising/conducting over 1,000 in-market ethnography studies, special events and US Hispanic consumer activations. As Director of Retail Marketing, J.C. specializes in market expansion strategies and development of retail and sales force teams to achieve their fullest potential while aligned with consumer communications. J.C.’s client experience includes Anheuser-Bush, Humana, Jackson Hewitt, Chivas Regal and Eagle Snacks.

Steve has over 15 years of brand-building expertise from strategic planning through integrated implementation. A dedicated client advocate, he plays a key role in accomplishing client objectives while protecting and advancing their brand’s integrity. Steve has hands-on experience marketing to both US Hispanic and general market audiences in Healthcare, Biomedical, Construction and Financial services sectors among others. Clients include US Gypsum – Sheetrock, Chivas Regal, Health Net, WellPoint, Deloitte, Children’s Hospital Central California, WaMu, Wilmington Trust, Money Mart, CryoLife and TRW.