Maruchi Santana

SVP, Trend & Product Development

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.

What got you into this business in the first place?

My love of color, people and retail.

What was growing up like for you?

I grew up with very few immediate family members, since all my relatives were left behind in Cuba in the 1960’s. My family bonded and until this day we call each other every day. Lots of succulent pork, spiced black beans and music. The complete Cuban-style family!

What makes a great brand?

Clarity, honesty, reliance, fun and of course great looking packaging.

What frustrates you the most?

Selfishness. Lack of caring for others. Self-centeredness.

If you had to live on a desert island, what would you miss most?

Aside from my down pillow? New York City vitality.

What is your motto?

There is only one life to live, might as well love what you do.

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