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 AHAA’s Research Committee, Mr. Santiago has been taking the industry in many visionary frontiers like proper budget allocation, Upscale Hispanics, and Return on Investment. As chief strategist of SSG, he has been creating processes to close the gaps between infrastructure readiness, organizational alignment, Multicultural & Millennials growth and Total Market opportunities. These concepts, predictive models, and proprietary tools have enhanced the marketing effectiveness and ROI for the clients and the industry. Over the last 14 years, he has guided clients such as AT&T, Blue Cross, Humana, J&J, Nestle, Palladium, PepsiCo, Quaker, AT&T, and Verizon among others. Prior to that, he led Bell Atlantic-Verizon’s $3-billion annual revenue Multicultural business unit.