We were lucky to catch up with Matthew S. Santana Jr. recently and have shared our conversation below.
Matthew S., thanks for taking the time to share your stories with us today Talk to us about building your team? What was it like? What were some of the key challenges and what was your process like?
When I first started Santana Global, it was just me—one person with a vision and a deep desire to create something meaningful. Nine years ago, there was no roadmap, no guarantees, just the hope that I could build something that would resonate with others. Back then, I was wearing all the hats: strategist, marketer, and creative director. I was the entire operation.
In those early days, I was deeply committed to the idea that Santana Global could be a force for positive change. The loneliness of being a solo entrepreneur was real, but so was the drive to see this vision come to life. Every decision felt monumental. From crafting the brand’s identity to figuring out how to reach our first clients, there were challenges at every turn. But there was also a thrill—a sense that something bigger was on the horizon.
As the business began to grow, I realized I couldn’t do it all on my own. It was time to build a team. The transition from a one-person show to a team-based operation was both exciting and nerve-wracking. I needed people who not only had the skills but also believed in the vision of Santana Global. My first step was reaching out to people within my network—people I knew had the talent and drive to contribute to something bigger than themselves.
Recruiting those first few team members was unlike any typical hiring process. It wasn’t about formal interviews or stiff questions. Instead, it was about conversations—talking to people who shared my passion and could see themselves being part of this journey. There was something unconventional about the way we connected; it was less about resumes and more about heart, ambition, and a shared belief in what Santana Global could become.
I remember the first time I sat down with J. Spence, now our Community Engagement Director. We talked for hours, not just about the business but about life, goals, and the impact we wanted to make. That’s when I knew he was the right fit. Each subsequent hire followed a similar path—an emphasis on alignment of values and vision, rather than just qualifications on paper.
The team grew gradually, with each new member adding something invaluable to the mix. Jennifer Williams came on board as our Executive Liaison of Business Financial Services, bringing a keen eye for numbers and a knack for keeping things running smoothly. Sunni Pouncil, our Executive Director of Public Relations, has been instrumental in shaping our public image, ensuring that our message resonates with a wider audience.
Victoria Y. Mercer, our Vice President of Operations, has been a pillar of support, helping to streamline our processes as we expanded. Rhonda T., our Creative Director, and Latoya J., our Art & Graphics specialist, have turned Santana Global’s ideas into visual reality. Tina H., our Marketing Consultant, ensures that our strategies are not only creative but effective.
Dr. Chanelle L., our Accountability Coach, keeps us grounded, reminding us of the importance of staying true to our goals and responsibilities. And then there are our Brand Partners—Mirada B., Catherine M., Taronna P., and Jedonna M.—each one bringing unique strengths and perspectives that have helped Santana Global flourish.
Looking back, I wouldn’t change a thing. Every challenge, every decision, every person who joined this journey has played a crucial role in making Santana Global what it is today. If I were to start today, the only thing I might do differently is trust the process more. I’ve learned that building a business isn’t just about growth; it’s about cultivating a community, fostering relationships, and staying true to the core values that started it all.
Now, nine years later, Santana Global isn’t just a business—it’s a family, a movement, and a testament to what can happen when you combine passion, perseverance, and the right people.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Santana Global started as a simple idea, born from a deep passion for storytelling, creativity, and the desire to make a difference. I’m Matthew S. Santana Jr., and my journey into this industry was far from linear. Growing up in Gary, Indiana, I always found solace in stories—whether through books at my local library, the narratives of the people around me, or the stories I crafted in my mind. These early experiences shaped my understanding of the power of words and the importance of having a platform to share them.
Initially, my work was personal—writing, creating, and sharing stories that mattered to me. But as time passed, I realized there was an opportunity to do more, to build something that could help others tell their own stories, grow their brands, and make an impact in their communities. That’s how Santana Global was born.
Santana Global is a multi-faceted entity that offers a wide range of products and services, each designed to empower individuals and businesses to tell their stories, reach their goals, and connect with their audiences in meaningful ways. Our services span across various domains, including:
Publishing: We help authors bring their stories to life, offering everything from editing and design to full publishing services. Whether it’s a novel, a memoir, or a motivational book, we ensure that each project is handled with the care and attention it deserves.
Marketing and Branding: We assist businesses in crafting their brand identity and reaching their target audience through creative and effective marketing strategies. This includes social media management, content creation, and public relations.
Creative Consultancy: Our team of experts works with clients to develop unique creative solutions that align with their vision. This includes everything from graphic design and photography to web design and multimedia production.
Empowerment Programs: Santana Global is deeply committed to social impact. We offer programs and workshops aimed at empowering women, especially those overcoming challenges such as domestic violence. We believe in using our platform to inspire and uplift, providing tools and resources for personal and professional growth.
Event Management: We also specialize in organizing events that resonate with our clients’ values and goals, from book launches and corporate events to community outreach programs.
What sets us apart is our holistic approach. We don’t just offer services; we partner with our clients to understand their vision, challenges, and aspirations. Our goal is to provide solutions that are not only creative but also effective, ensuring that every project we undertake is a reflection of our client’s unique story and goals.
I’m most proud of the community we’ve built through Santana Global. Over the years, we’ve grown from a one-person operation to a dynamic team of 13 dedicated professionals, each bringing their own expertise and passion to the table. Together, we’ve helped countless individuals and businesses achieve their dreams, and in doing so, we’ve created a legacy that goes beyond just business—it’s about making a lasting impact.
For potential clients, followers, and fans, here’s what I want you to know: Santana Global is more than just a brand; it’s a movement. We’re here to help you tell your story, to support you in your journey, and to ensure that your voice is heard. We believe that everyone has a story worth telling, and we’re committed to providing the platform, tools, and expertise to make that happen.
Our work is deeply rooted in authenticity, creativity, and a commitment to excellence. Whether you’re an author looking to publish your first book, a business seeking to elevate your brand, or someone who needs a little inspiration and guidance, Santana Global is here for you. We’re proud of what we’ve accomplished, but we’re even more excited about what lies ahead. Your story is our passion, and we can’t wait to help you share it with the world.
Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?
One of my favorite marketing stories from Santana Global takes me back to a time when we were still in our early stages, trying to make a name for ourselves in a competitive market. We had just launched a new service—our Creative Consultancy, where we offered personalized branding and content creation packages. It was a bold move because, at that time, we were still building our reputation, and diving into a highly saturated market felt like a huge risk.
The challenge was this: we were up against established players who had years, even decades, of experience and a loyal client base. Our resources were limited, and we didn’t have the luxury of a massive marketing budget. But we believed in the value of what we were offering—creativity, personalized service, and a genuine commitment to helping our clients succeed.
Our big break came with a local boutique business owner, who was hesitant to invest in our services. She had been burned before by a larger agency that promised the world but delivered very little. She was understandably skeptical about trusting another company, especially one that was relatively new.
I knew this was our chance to prove what Santana Global was all about. So, instead of trying to sell her on a package right away, I took a different approach. I offered to work with her for a week, completely free, to show her what we could do. This was a significant risk for us because we were investing time and resources without any guarantee of return. But I believed in the quality of our work and knew that if she could see the value firsthand, she would want to continue working with us.
During that week, my team and I went all out. We immersed ourselves in her brand, studying her business, understanding her audience, and coming up with creative solutions that not only aligned with her vision but also took it to the next level. We revamped her branding, created fresh content, and even designed a social media campaign that would re-engage her customer base.
When we presented our work to her at the end of the week, the look on her face said it all. She was blown away—not just by the quality of the work but by the level of care and attention we had given to her business. She signed a contract with us on the spot, becoming one of our first major clients.
That moment was incredibly validating for us. It wasn’t just about landing a client; it was about proving that we could compete with the big players by staying true to our values and focusing on what we do best. The experience taught me that sometimes, taking a risk and offering value upfront can open doors that seemed firmly closed.
Looking back, I remember the mix of excitement and anxiety—wondering if we had done enough, if this gamble would pay off. But it also reinforced a key lesson: in marketing, authenticity and a willingness to go the extra mile can set you apart, even when the odds are against you. That client not only stayed with us but also became one of our biggest advocates, referring several other businesses our way.
This story is a reminder that sometimes, the biggest risks lead to the biggest rewards. It’s about believing in your product, your team, and your vision, and being willing to put yourself out there, even when the outcome is uncertain. At Santana Global, we’ve carried that lesson forward, always striving to deliver more than what’s expected, and it continues to be a cornerstone of our success.
Let’s talk about resilience next – do you have a story you can share with us?
One of my favorite marketing stories from Santana Global is about a time when we took a major risk to promote our brand in a way that was unconventional and, quite frankly, a bit of a gamble. It was early in our journey, and we were still establishing our reputation in the industry. We had just launched a new service—our Empowerment Programs, which were designed to help women reclaim their lives and find their voice after experiencing trauma.
We knew the program had the potential to make a significant impact, but getting the word out was challenging. We didn’t have a large marketing budget, and traditional advertising wasn’t going to cut it. We needed to do something bold that would capture attention and resonate on a deep emotional level with our audience.
That’s when we decided to organize a flash mob. But this wasn’t going to be just any flash mob; it was going to be a choreographed performance that told a powerful story of transformation and empowerment, right in the heart of the city. We called it “The Rise.”
The idea was to have a group of women, each representing a different stage of struggle and rebirth, come together in a public space and perform a dance that symbolized their journey. The dance would start with each woman in a position of vulnerability, gradually moving into a stance of strength and unity, symbolizing the transformation our program aimed to facilitate.
We chose a busy downtown area for the performance, knowing it would attract a lot of attention. But here’s the thing: we didn’t have any permits or official backing. We were taking a huge risk by staging this in such a public space without the usual permissions. There was a real possibility that we could be shut down before we even started.
The day of the flash mob, my heart was racing. I remember standing on the sidelines, watching as the crowd began to gather. We had no idea how people would react—would they get the message? Would they be moved? Or would they just walk by, not paying attention?
As the music started and the women began to dance, something incredible happened. The energy in the crowd shifted. People stopped in their tracks, drawn in by the powerful movements and the raw emotion being expressed. Some onlookers started to cry, others joined in, holding hands with the performers as the dance progressed. By the end, there wasn’t a dry eye in sight, and the crowd erupted in applause.
The risk paid off in ways we couldn’t have imagined. Not only did “The Rise” go viral on social media, but it also led to widespread media coverage. The story of our flash mob was featured on local news, and we received an outpouring of support from women who were deeply moved by the performance. Many of them reached out to us, wanting to join the program or share their own stories of empowerment.
That flash mob wasn’t just a marketing stunt—it became a defining moment for Santana Global. It solidified our brand’s identity as one that isn’t afraid to take bold risks to make a meaningful impact. It also taught me that sometimes, you have to step outside the box, take a leap of faith, and trust that your message will resonate if it comes from a place of authenticity.
Looking back, I felt a mixture of exhilaration and relief. It was one of those moments where everything just clicked. The odds were definitely against us, but by trusting in our vision and the power of storytelling, we were able to pull off something truly special. That experience continues to inspire how we approach marketing and outreach at Santana Global today.
Contact Info:
- Website: https://www.santanaglobal.com
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