Rosa Santana

Rosa Santana, Founder and Chief Executive Officer, Santana Group

Rosa Santana, Founder and Chief Executive Officer, Santana Group

Rosa Santana is the Founder and Chief Executive Officer of Santana Group, a group of companies providing innovative outsourcing solutions to organizations across all industries.

For over 35 years, Rosa Santana has been a driving force within the US/Mexico staffing industry and is recognized internationally as a human capital solutions expert. Santana is a fearless leader who harnesses her passion to successfully create and develop companies through impeccable client service and innovative business solutions. As a visionary trailblazer, Santana’s unwavering integrity has established her staying power and success throughout the course of her remarkable career. 

Realizing this passion early in her career at Kelly Services, a Fortune 500 Company, Santana made a substantial financial impact by delivering extraordinary results to client challenges. Santana expanded Kelly Services footprint into Mexico and was named corporate Vice President in 1993. In 1998, Santana accepted a Senior Vice President position at Westaff and again successfully established operations in Mexico while leading a US division.

In 2002, Santana reached a turning point in her career when downsizing presented her with new opportunities. She launched Integrated Human Capital (IHC) in the US market and simultaneously opened her cross-border company, Workforce Management, in Cuidad Juárez, Mexico. In 2005, foreseeing a boom in the south-central Texas region, Santana expanded IHC to Austin and San Antonio. This visionary move set the stage for unprecedented growth for IHC. 

Santana ventured into the Managed Services Provider (MSP) business by creating DIVERSA in 2009. A few years later, Oveana, a business process outsourcing (BPO) company, was established to round out the suite of business solutions provided by the Santana Group of companies.

Santana's commitment to integrity, innovation, and a continuous improvement culture drew the attention of Toyota procurement and supplier development leaders. After a strategic, successful 10-year relationship with Toyota and their suppliers, Santana was singled out for an opportunity to supply Toyota directly.  In 2014, Toyota introduced Santana Group’s Forma Automotive LLC as the company’s first Hispanic woman-owned direct Tier I supplier. Forma Automotive provides fully assembled beds for the award-winning Tacoma truck.

While most of Santana's knowledge is self-taught, she credits numerous mentors for her success. She was selected for and completed two Minority Business Executive programs at the Tuck School of Business at Dartmouth University as well as the Advanced Management Education program at the Kellogg School of Business at Northwestern University.

Throughout her career, Santana has embraced her Hispanic heritage and positively impacts each of the communities she serves through participation on several local and national boards. Santana takes great pride in her abilities as a successful business woman and seeks to empower other minority and women business owners to achieve profitable business growth.

Santana continues to be recognized for her many accomplishments and has won numerous awards locally, statewide and nationally.  Santana was appointed to the United States Hispanic Chamber of Commerce Board of Directors; and in 2016 was inducted into the Minority Business Hall of Fame and Museum in New York City.