Speakers

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The Longest Yard or “Building Brands That Last: From Tactical Moves to Strategic Impact”

SESSION DESCRIPTION

Bring the difference between Long term vs Short term marketing. How marketing started as tactical, move to strategical and now we see a regression where demand and performance marketing are asking us for leads, conversions and sales. 
We as marketers are reactive and we adapt to new things easily; however, we go after the new and shining thing like UGC, influencers or Ai. We end prioritizing the short term over the long-term objective.

ABOUT JAVIER SANTOS

Javier Santos is a multicultural marketing leader with a proven track record of driving growth through data-driven strategies and creative innovation. As Director of Marketing at Western Union, he leads go-to-market initiatives across U.S. digital and retail channels, managing 20 LACA corridors and a network of 100+ partners with over 500,000 locations.

With a background spanning media, advertising, CRM, and sports marketing, Javier consistently delivers measurable results in acquisition, retention, and loyalty. His approach blends strategic vision with executional rigor—leveraging advanced segmentation, A/B testing, and platforms like Salesforce and Tableau to optimize performance and ROI.

Javier is also recognized for activating high-impact sports marketing partnerships, transforming brand strategy into sustained commercial success.