Carlos Santiago is a recognized strategist who has created many tools to measure and enhance brand connections, consumer experience and zero-in on swayable consumers. As chair of the Association of Hispanic Advertising Agencies’ (AHAA) Research Committee, Mr. Santiago has been leading the industry through many visionary studies like resource allocation impact on revenue growth, cultural duality, upscale Hispanics, defining effective total market approach and measuring return on investment. As chief strategist of Santiago Solutions Group (SSG), Carlos has been guiding growth strategies, creating processes and models to optimize and solve challenges in implementing multicultural and millennial efforts, opportunity sizing, infrastructure readiness and total market opportunities, as well as identifying health and wellness purchase drivers for health care/disease management, packaged goods and restaurants. These concepts, predictive segmentations, and proprietary and syndicated tools have enhanced marketing effectiveness and ROI for clients and the industry at large. Over the last 15 years, SSG has guided clients such as AT&T, Blue Cross, Health Net, Humana, Johnson & Johnson, Nestle, PepsiCo and Verizon, among others. Prior to that, Carlos founded and led Bell Atlantic-Verizon’s $3-billion-in-annual-revenue multicultural business unit.