Rosa Santana Founder, Chief Executive Officer
2020Rosa Santana is the Founder and Chief Executive Officer of Santana Group, a group of companies providing transformational outsourcing solutions to organizations across all industries.
For over 35 years, Rosa Santana has been a driving force within the U.S./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 career.
Realizing her 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 she 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 U.S. 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 U.S. market and simultaneously opened her cross-border company, Workforce Management Mexico, in Cuidad Juárez. Three years later, foreseeing a boom in the south-central Texas region, Santana expanded IHC to Austin and San Antonio.
In 2005, Santana participated in Toyota’s Opportunity Exchange and began paving her path to become Toyota’s first Hispanic woman-owned direct Tier I supplier. Over the next ten years, Santana built relationships with Toyota leadership and successfully delivered human capital solutions as a Tier II supplier to Toyota’s Tier I suppliers at the Toyota Motor Manufacturing Texas facility.
Santana’s continued commitment to integrity, innovation, and a continuous improvement culture drew the attention of Toyota procurement and supplier development leaders, and she 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.
Continuing to develop her partnership with Toyota, in 2018, Oveana, the Santana Group’s BPO company, became Santana’s second business to supply Toyota directly, providing bilingual call center services to Toyota Financial Services (TFS). Following this, in 2019, Forma expanded its operations with Toyota, providing fully assembled truck beds to their plant in Guanajuato, Mexico.
Today, the Santana Group includes Integrated Human Capital, Workforce Management Mexico, Diversa, Oveana, and Forma Automotive, and each company addresses clients’ targeted needs to provide comprehensive, fully customizable outsourcing solutions.
Rosa credits her numerous mentors for her success and has 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, Rosa has embraced her Hispanic- and woman-owned business distinctions and strives to empower other MWBEs through serving on local, regional, and national boards, including the United States Hispanic Chamber of Commerce (USHCC) as a board and executive board member, the Latino Business Action Network (LBAN) on the board of directors, and the Women’s Business Council Southwest as a board member.
Santana continues to be recognized for her many accomplishments and has won numerous awards locally, statewide and nationally, including 2016 San Antonio Business Journal’s Business Woman of the Year, 2016 Large Business Owner – San Antonio Hispanic Chamber of Commerce, 2016 Business Woman of the Year – Texas Association of Mexican American Chambers of Commerce and 2017 Enterprising Women of the Year Award Winner- Enterprising Women’s Magazine.
Santana was appointed to the United States Hispanic Chamber of Commerce Board of Directors in 2015 and inducted into the Minority Business Hall of Fame and Museum and Women’s Business Enterprise Hall of Fame in 2016. In 2019, she was named an Ernst & Young Entrepreneur Of The Year® 2019 Central Texas.