Director of Marketing
With more than two decades of experience in marketing strategy, brand identity, and creative development, Robert Santiago brings both a compassionate and an analytical approach in his position as Director of Marketing. Robert expertly leads Sierra Tucson’s marketing strategy, tapping his vast experience from prior work with some of the world’s best-known brands. His affinity for measurement and analysis provides the marketing department with the optimal tools and data they need to improve marketing results, ensuring successful campaigns with the goal of reaching those seeking quality behavioral health care.
Robert ardently believes that in order for marketing to play a vital role in establishing a connection with audiences, it must first be informed by an integral understanding of the needs of those seeking assistance, and subsequently endeavor to reduce the stigma often associated with behavioral health care treatment. Through a consumer-centric communications strategy, he leads Sierra Tucson’s practice of setting a unique tone for creating genuine relationships with residents, patients, and alumni, defined by formulating lasting emotional connections and support that sustain individuals for a lifetime.
Prior to Sierra Tucson, Robert worked for a prominent west coast advertising agency and was instrumental in launching campaigns for such household brands as Nestle, Honda, Jack in the Box, the NBA, Dole, Georgia Pacific, and Johnson & Johnson. In 2013 he moved from California to Tucson to spearhead the marketing team at the iconic local quick service restaurant chain, Eegee’s. In that capacity, he was responsible for the creation of a customer segmentation model which was utilized to develop a successful new communications and messaging strategy. Additionally, his social media initiatives resulted in an increase of 130,000 new followers across all platforms and, further, he led a bold rebranding effort that included a new brand identity and restaurant design. His work with Eegee’s led to Robert being recognized by the American Advertising Federation’s Tucson Chapter as the 2015 Marketing Executive of the Year.
Most recently, Robert managed channel marketing at Rain Bird. There, he was responsible for sales programs and promotions targeting landscape contractors across the U.S. Toward this effort, he developed marketing collateral for new product launches and oversaw the company’s digital and social media efforts.
Robert is a proud graduate of UCLA with a degree in Communication Studies, and still remains a loyal Bruins fan to this day. When he’s not directing Sierra Tucson’s marketing efforts, you can find Robert enthusiastically coaching his son on the baseball field or happily cheering for his daughter on the high school theater stage. He’s passionate about the impact of sports and extracurricular activities on kids and believes they carry a plethora of life lessons and friendships to last and be remembered long into adulthood.