Maruchi Santana
Chief Client Officer
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Maruchi has over 20 years experience helping clients create comprehensive brand extension programs. She is a specialist in Brand DNA—positioning, brand color, voice and look. She believes in empowering the consumer by providing relevant information at all retail touch points. Clients include Walmart, Food Network, American Girl and Sesame Street. For these and other great brands, Maruchi has developed 100+ brand extensions representing multi-billion-dollar rewards. Maruchi’s design philosophy centers on empowering the consumer and the emotional impact of color. Passionate about improving the lives of children, women and families, she works tirelessly with Brownbaggers, a NYC homeless outreach program. Maruchi served on the the Citizen’s Stamp Advisory Committee of the U.S. Postal Service. She is the recipient of two distinguished alumni awards: from University of Sacred Heart, and from Pratt Institute where she received her Master's in Communication. |
What got you into this business in the first place?
My love of color, people and retail.
Who was a big influence in your career?
Great clients that know this business and love what they do.
What was "your finest moment," the thing you're most proud of?
It’s a tie – designing a Swatch watch collection and rebranding Barbie worldwide.
What was your most embarrassing moment in this business?
Providing a strategic solution to a company when they were not ready to embrace it.
Do you have a method for coming up with ideas and solutions for clients?
I need to become the consumer and also know the brand. Need to know as much as possible about the uniqueness of that relationship
What makes a great brand?
Clarity, honesty, reliance, fun and of course a great looking packaging.
What driving career goals do you still have?
Women roles at home, at work and as consumers are constantly changing. Keeping up with the trends is an exciting challenge.
What talent do you wish you had?
Soothsayer. I could invest more wisely or prepare my funeral.
If you had to live on a desert island, what would you miss most?
Aside from my down pillow? New York City vitality.
Is there any food that helps you think more creatively?
Mangos, papayas. Who can resist their breathtaking color and flavor!
What frustrates you the most?
Selfishness. Lack of caring for others. Self-centeredness
What was growing up like for you?
I grew up with very few immediate family members, since all of my relatives were left behind in Cuba in the 1960’s. My family bonded and until this day we call each other every day to check on each other. Lots of succulent pork, spiced black beans and music. The complete Cuban Style family!
What do you do for a good time when you're not working?
In New York, I visit the Met and have a fabulous dinner afterwards. In the Caribbean – swim in the ocean. Wake up early and see the sunrise.
What are your favorite Internet sites?
Changes all the time
What is the trait you most deplore in yourself?
Directness. Not everybody is ready for my Cuban personality.
What is your greatest extravagance?
Books
What is your most treasured possession?
My dad’s khaki pants, red shirt and handkerchief from the 70’s. He always wore in his archeological excursions in P.R.
What is your motto?
There is only one life to live, might as well love what you do.
What is your current state of mind?
Excitement. About the future as it changes at a rapid pace.
What do you consider the most overrated virtue?
Silence. I grew up in a Cuban household where everybody expressed their feelings and opinions, sometimes all at once.
What is your most marked characteristic?
Directness. No running around the bush with me.