Speakers

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Building Brands That Last

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Let’s talk about the difference between long‑term and short‑term marketing. Marketing began as a tactical function, evolved into a strategic discipline, and now we’re seeing a shift backward as demand and performance marketing dominate the conversation—constantly chasing leads, conversions, and sales.
As marketers, we’re naturally reactive and quick to adapt. But we must be careful not to get fully absorbed by every new, shiny trend—UGC, influencers, AI—because doing so can trap us in short‑term thinking and pull us away from building a strong, sustainable long‑term strategy.

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.