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CNBC, the Los Angeles Times, The Wall Street Journal, Advertising Age, and NPR have highlighted his leadership in multicultural target marketing and quantitative prediction of purchasing and other behaviors. Carlos’ white papers include “Right-Spend Studies I, II, and III - Setting Appropriate Allocation to Optimize Hispanics Purchase Behavior” written for the Association of Hispanic Advertising Agencies, “The 360º Perspective on Maximizing Hispanic Market ROI”; and “The Impact of Customer Service On Hispanic Consumers’ Brand Image, Choice, and Loyalty.” In addition, he has authored breakthrough papers such as “An Integrated Strategy for Hispanic Markets,” published in Isabel Valdés’ book Marketing to American Latinos. Carlos began his management career at Anheuser-Busch strategic planning unit and then implementing Hispanic and Asian objectives. As Director of Ethnic Markets for Pacific Bell, his advertising efforts to Latinos and Asian resulted in record growth. Later, as VP of Premium Markets & Sales for NYNEX-Bell Atlantic, he led the first centralized unit dedicated to Latinos, African Americans, Asian Americans, People with Disabilities and GLBT; rolling-out communications programs for branding, growth and loyalty. The unit surpassed $2 billion in annual revenues, representing 20% of Bell Atlantic’s consumer division, garnering 20% of the overall corporate marketing budget, and receiving the Chairman’s Baldridge Award for best-in-industry brand equity, services penetrations, revenue per customer and communications ROI. Subsequently, as Bell Atlantic’s VP of Consumer Segmentation, he shifted the entire company’s strategy to a Customer Lifetime Value approach across business lines. Carlos is a frequently requested lecturer and serves on the boards of the Hispanic Federation and the National Latino Children’s Institute. Carlos received a Bachelors in Architecture from the University of Illinois and an MBA from the Olin Business School at Washington University.
Since 2001 Derene Allen has been a Managing Partner with the Santiago Solutions Group. With SSG, Allen has retooled multicultural strategies for clients such as Johnson & Johnson, Herbalife, Nestlé, McNeil, Pernod Ricard, IDT Telecom, Campbell’s, Principal Financial Group, American Express, USG and Cerveceria Cuauhtenoc Moctezuma. Derene brings both Latin American and Caribbean as well as US Multicultural expertise, having held numerous marketing positions in the United States, Brazil, Mexico and Peru. She has served as an adjunct professor in various Latin American universities, and while in Mexico and Peru, she served as a consultant for CCM-FEMSA (a leading beer-soda conglomerate), UNICEF and AeroMexico. Previously, Derene co-founded The Innova Group, an international marketing firm where her clients included Cigna, Philips, Kodak, Dannon, and P&G. She started her career in the financial services/travel industry with American Express, ultimately responsible for Market Research, Strategic Planning, Marketing & Communications for 45 countries in Latin America and the Caribbean, for all Card, Travelers Cheque and Insurance products. She is the recipient of many U.S. and International Direct Marketing Awards and her insights have been published in several Hispanic marketing and public relations books. She is a recent past Board Member of San Diego MANA, a non-profit Latina leadership organization, and is currently an Adjunct Professor at the University of San Francisco and a volunteer instructor on Entrepreneurship in the Spanish Language Program, Alas. Derene received her graduate degree in International Business from Thunderbird, The American Graduate School of International Management.
Jane Campa (J.C.) Alvarez
Victoria Charles With SSG since 2003, Victoria Charles is a marketing specialist with hands-on experience working with a diverse roster of international businesses in sales building, new product launches and promotion, market research and sales training. Victoria focuses on consulting assignments in multi-level marketing, having worked with Amway and Herbalife, among others. She is also a specialist in the cosmetic industry where she has worked with leading cosmetic and fragrance companies including Chanel, Lancôme, Estee Lauder, Revlon and Christian Dior. Her work has appeared in Vogue, Harper's Bazaar and other major fashion publications. Charles held the position of International Marketing Specialist at World Trade & Consulting Co., where her new product launches resulted in an 80 percent sales increase.
Mariana M. Cooper
Madalyn Friedman
Isabel Kovalik Isabel has been a senior research analyst with SSG since 2001. She has contributed to numerous SSG assignments including Sheetrock, USG, AARP, Nestle, J&J, Wells Fargo and Dollar Financial, specializing in and multi-layered business and consumer demographic analysis, in-situ interviewing, advanced database management and financial analytics. Isabel began her career as an analyst in Anheuser-Busch, later joining the executive training program at Allstate Insurance and most recently before SSG at the North Carolina Department of Insurance. Prior to her MBA she held various positions in finance and accounting at Banco Central in Puerto Rico. Isabel received her BBA from the University of Puerto Rico and obtained an MBA from the University of Michigan.
Jim Nellis Jim Nellis has worked with SSG since 2005 and is the founder of CP Promotions, a nationally recognized leader in the design and implementation of experiential marketing campaigns targeting the urban consumer with a particular emphasis on the gay and lesbian segment. Jim has consulted on the development of promotional campaigns for American Express, Brown & Williamson Tobacco, Pepsi, and Loews Theaters, and has advised The New York Times and Crain’s Business on this emerging field. Prior to founding CP Promotions, Jim was a Vice President at Clorox International and also spent seven years at PepsiCo in various sales and marketing positions. Jim earned an MBA from the University of Pittsburgh and an undergraduate degree from Penn State University.
Dr. Pedro J. Santiago Pedro is well recognized in the area of economic and market evaluation, as well as health services administration, and has authored more than fifty economic studies in different industries. He has been an advisor for SSG since 2004 and has worked on client projects for AARP, Wells Fargo and Humana. Recently, he helped establish and direct the San Juan Bautista Medical Center, a privatized hospital in Puerto Rico and was commissioned by the Puerto Rico Department of Health to stabilize the institution's daily operations before returning some hospitals to private hands. Pedro completed his BA in Economics at the University of Puerto Rico and his M.S. in Economics at Illinois State University and a postgraduate degree in Health Care Administration from the University of Southern California.
Arwen Zemborain Since starting at SSG in 2007 Arwen has worked with clients such as Principal Financial, Hallmark, USG, J&J, and McNeil Pharmaceuticals. Having worked in both the US and Argentina, previous clients and employers include KPMG, Mass Mutual, Wilshire Hotels, Qualcomm, Techint, World Travel Reports, and Catapult Consulting. Arwen holds a Masters degree in International Management from Thunderbird as well as a BA from the University of St. Thomas in Houston.
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Madalyn
has directed complex research and analytical projects for SSG for
seven years. She brings a comprehensive understanding of the consumer
products industry based on 25 years of multi-functional experience
including over seven years of line experience in brand management
at Quaker Oats and 18 years in consulting at A.T. Kearny and SSG.
Madalyn has applied various segmentation models to the analysis
and reporting of consumer packaged good research in the Hispanic
markets and compared the results of consumer studies as well as
sales data with clients’ marketing plans adding a unique perspective
by reporting on the effectiveness of their marketing strategies.
Clients include three major fast food chains, Colgate, Kraft, General
Mills, and Levi Strauss. With SSG, Madalyn has developed and implemented
opportunity sizing models to guide companies to zero-in on their
best growth sub-segments and to assist companies to prioritize their
marketing investments and brands such as J&J, TuYo Mobile, Telscape,
Chivas Regal, Nestlé and Tecate among others. Madalyn designed
and implemented SSG’s consumer study: The Value of Customer
Service on Hispanic Consumers’ Brand Reputation, Choice, and
Loyalty. She also served as key analyst for the past three AHAA/SSG
Right Spend studies which looked at the appropriate and actual levels
of investment in Spanish language media. Madalyn has a BSE from
Princeton University and an MBA in Marketing from Northwestern University.