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Santiago has held various management positions. He began his executive career in Avianca, Colombia's leading and largest airline, first at Helicol and then at Sam.

After completing his work in the world of aviation he moved to the publishing industry, holding important positions in companies such as Publicaciones Semana and in Casa Editorial El Tiempo, leading editorial in the country and third in Latin America.

Prior to founding HiCue Speakers in the year 2003, he worked as Partner and Consultant at Spencer Stuart Colombia.