Santiago has over 30 years of agency experience, holding senior strategy positions in the US and globally for prestigious agencies such as Saatchi & Saatchi, FCB Worldwide, and Visual Latina. He has worked on multiple campaigns during his career for companies/brands such as S.C. Johnson, Clorox, Colgate, Coca-Cola, Kraft, HP, Sony, Audi, P&G, Walmart, Wendy’s, YUM Brands, Tesco, and Bacardi. Bacardi is teaching multicultural advertising.

Understanding cultures in connection with advertising has been an integral part of his career. He has conducted market research in over 45 countries to distil actionable insights.

At the University of Florida, in the US, he teaches undergraduate and graduate classes, including Advertising Strategy, Multicultural Advertising, Shopper Marketing, and Advertising Campaigns.