Throughout his professional career, Santiago has held several senior management positions. He began his career at Avianca, Colombia´s national airline which also is part of the SantoDomingo Group, Colombia´s largest conglomerate. After five years in the airline business, Santiago transitioned to the magazine industry, working nearly four years with Publicaciones Semana, the country´s leading magazine company, and later spent four years with Casa Editorial El Tiempo, the largest communications enterprise in Colombia and the third largest in Latin America. Prior to starting HiCue, Santiago was a senior partner and consultant at Spencer Stuart.