People-centered marketing strategies: Connect with your audience

Santiago Gutiérrez Martínez is a strategic marketing specialist and co-founder of La Marcadería, an agency with a presence in more than 12 countries that has collaborated with brands such as the United Nations, Porsche, LATAM Airlines, and PlayGround. With a PhD in Strategic Communication from the Autonomous University of Barcelona, graduating with honors (Cum Laude), he has dedicated his career to demonstrating the power of values as a driving force for connecting brands and people.

Convinced that marketing can be an instrument of change, he promotes Human-Centric Marketing, a methodology that combines empathy, analysis, and purpose to create more human, profitable, and relevant strategies. In addition to running his agency, Santiago is a TEDx speaker and a visiting professor at universities in Colombia, Mexico, Venezuela, and Guatemala, where he inspires others to build brands that not only sell but also leave a lasting impact.