Inspiring brands to create with purpose.

I'm Alex Santiago, an award-winning creative strategist, director, coach, copywriter and speaker working on marketing and branding projects based in Lakeland, Florida. I founded and currently run Social Mosaic Communications, a responsive branding boutique and consultancy. We've worked from global giants to up-and-coming startups—and everything in between.

Prior to Social Mosaic, I was a Director of Digital Strategy and PR for Schifino Lee, where I helped Alessi Foods, UBS and MGT Consulting, among others. During my tenure there, our team focused on content strategy and public relations on food, retail, financial and education categories. Before switching to strategy, I was a Creative Director for Publix Supermarkets, where I helped build a creative omnichannel team focused on CRM, loyalty, ecommerce and social engagement.

My life story began in Mayagüez, Puerto Rico, and I'm 17 years into my marketing and advertising adventure. I believe in revolutionizing culture and the power of inspiring people through meaningful, branded experiences. My core belief and guide is "create with purpose," an idea built on three core values: Transform Moments. Challenge the Norm. Make a Statement.

Conviction is King

My journey has brought me wisdom, perspective and understanding of people — both as audiences and peers. Through mentors and personal experiences, I've developed several beliefs and values that guide me daily. Ultimately, what I believe separates me from most is my conviction, which unfortunately is rarely found in professional spaces. (I won't get to why I believe this, but that's what coffee time is for. Let's connect soon.)

Lead With Empathy

My professional focus was originally to separate myself from my competition. Passion drove my every decision. (I was ready to take over the world.) Then, the journey got lonely rather quickly. That's when I realized that passion and conviction without people isn't success, so I pivoted, trained and refocused myself to help bring people up. Leading with empathy has been one of my most important daily values.

Help People Belong

Whether through 100 Roses From Concrete, 4A's MAIP, AEF, AAF or my own consultancy, I believe hardworking people belong in every room they're in regardless of who they are, what they look like and what they believe in. (Yes, that goes every way, so check your bias at the door.) My work in diversity, equity, inclusion and belonging can be seen as "a tax we pay" for being an "other," but I've felt a responsability to help bring people up, while helping business grow.