Rosa Santana | Integrated Human Capital
Leadership Team
Santana Group

Rosa Santana

Founder, Chief Executive OfficerSantana Group | Integrated Human Capital | DIVERSA | Workforce Management Mexico | Forma Automotive, LLC | Oveana

Rosa Santana is the Founder and Chief Executive Officer of Santana Group, a group of companies providing transformational outsourcing solutions to organizations across all industries.

For over 35 years, Rosa Santana has been a driving force within the U.S./Mexico staffing industry and is recognized internationally as a human capital solutions expert. Santana is a fearless leader who harnesses her passion to successfully create and develop companies through impeccable client service and innovative business solutions.

As a visionary trailblazer, Santana’s unwavering integrity has established her staying power and success throughout the course of her career.

Realizing her passion early in her career at Kelly Services, a Fortune 500 Company, Santana made a substantial financial impact by delivering extraordinary results to client challenges. Santana expanded Kelly Services footprint into Mexico, and she was named corporate Vice President in 1993. In 1998, Santana accepted a Senior Vice President position at Westaff and again successfully established operations in Mexico while leading a U.S. division.

In 2002, Santana reached a turning point in her career when downsizing presented her with new opportunities. She launched Integrated Human Capital (IHC) in the U.S. market and simultaneously opened her cross-border company, Workforce Management Mexico, in Cuidad Juárez. Three years later, foreseeing a boom in the south-central Texas region, Santana expanded IHC to Austin and San Antonio.

In 2005, Santana participated in Toyota’s Opportunity Exchange and began paving her path to become Toyota’s first Hispanic woman-owned direct Tier I supplier. Over the next ten years, Santana built relationships with Toyota leadership and successfully delivered human capital solutions as a Tier II supplier to Toyota’s Tier I suppliers at the Toyota Motor Manufacturing Texas facility.

Santana’s continued commitment to integrity, innovation, and a continuous improvement culture drew the attention of Toyota procurement and supplier development leaders, and she was singled out for an opportunity to supply Toyota directly. In 2014, Toyota introduced Santana Group’s Forma Automotive LLC as the company’s first Hispanic woman-owned direct Tier I supplier. Forma Automotive provides fully assembled beds for the award-winning Tacoma truck.

Continuing to develop her partnership with Toyota, in 2018, Oveana, the Santana Group’s BPO company, became Santana’s second business to supply Toyota directly, providing bilingual call center services to Toyota Financial Services (TFS). Following this, in 2019, Forma expanded its operations with Toyota, providing fully assembled truck beds to their plant in Guanajuato, Mexico.

Today, the Santana Group includes Integrated Human Capital, Workforce Management Mexico, Diversa, Oveana, and Forma Automotive, and each company addresses clients’ targeted needs to provide comprehensive, fully customizable outsourcing solutions.

Rosa credits her numerous mentors for her success and has completed two Minority Business Executive programs at the Tuck School of Business at Dartmouth University as well as the Advanced Management Education program at the Kellogg School of Business at Northwestern University.

Throughout her career, Rosa has embraced her Hispanic- and woman-owned business distinctions and strives to empower other MWBEs through serving on local, regional, and national boards, including the United States Hispanic Chamber of Commerce (USHCC) as a board and executive board member, the Latino Business Action Network (LBAN) on the board of directors, and the Women’s Business Council Southwest as a board member.

Santana continues to be recognized for her many accomplishments and has won numerous awards locally, statewide and nationally, including 2016 San Antonio Business Journal’s Business Woman of the Year, 2016 Large Business Owner – San Antonio Hispanic Chamber of Commerce, 2016 Business Woman of the Year – Texas Association of Mexican American Chambers of Commerce and 2017 Enterprising Women of the Year Award Winner- Enterprising Women’s Magazine.

Santana was appointed to the United States Hispanic Chamber of Commerce Board of Directors in 2015 and inducted into the Minority Business Hall of Fame and Museum and Women’s Business Enterprise Hall of Fame in 2016. In 2019, she was named an Ernst & Young Entrepreneur Of The Year® 2019 Central Texas.

Civic Leadership

Throughout Santana’ s successful career, she has made it her mission to positively impact her community – local, regional and national.

  • Free Trade Alliance San Antonio, Board Member
  • United States Hispanic Chamber of Commerce, Board Member
  • San Antonio Hispanic Chamber of Commerce, Board Member
  • Women’s Business Council Southwest, Board Member
  • United Way of San Antonio & Bexar County, Board Member
  • San Antonio Greater Chamber Economic Development Council
  • Southwest Minority Supplier Development Council, Board Member
  • Workforce Solutions Alamo, San Antonio, Board Member
  • United Blood Services, El Paso, Texas, Advisory Council Member
  • Latino Business Action Network (LBAN), Board of Directors
  • UTEP Center for Research Entrepreneurship & Innovation Enterprises (CREIE), Advisory Boards
  • El Paso Women’s Fund, Board Member
  • United Way of El Paso, Board Member
  • Upper Rio Grande Workforce Development Board,  Director
  • El Paso Hispanic Chamber of Commerce – BWBBC Advisory Council & TWCC Conference Committee Member
  • Texas Association of Staffing, Board Member
  • Le Fe Clinic, Board Member

Awards and Recognition

Rosa Santana is recognized for her many accomplishments and has won numerous awards.

2020

  • 2020 WBE of the Year – Women’s Business Council – Southwest
  • 2020 WBE Star Award – WBENC

2019

  • Entrepreneur Of The Year® 2019 Central Texas – Ernst & Young
  • 2019 Supplier of the year – Southwest Minority Supplier Development Council
  • 2019 Entrepreneurial Award Texas – After-School All-Stars
  • 2019 Entrepreneur of the Year Award Texas – Latina Style Magazine

2018

  • 2018 Hispanic Heritage Leadership Award – Hispanic Organization for Public Employees (HOPE)

2017

  • 2017 WBE Who Rocks – Minority Business Entrepreneur Magazine
  • Supplier of the Year – Southwest Minority Supplier Development Council
  • 2017 Enterprising Women of the Year Winner – Enterprising Women Magazine
  • 2017 Latinas of Influence – Hispanic Lifestyle

2016

  • Bizwomen’s Women to Watch for 2016 – Bizwomen and American City Journal
  • Induction into Women’s Business Enterprise Hall of Fame
  • 2016 Woman of the Year – San Antonio Business Journal
  • 2016 Women’s Leadership Award – San Antonio Business Journal
  • Induction into the Minority Business Hall of Fame & Museum
  • Business Woman of the Year – Texas Association of Mexican American Chambers of Commerce (TAMACC)
  • Large Business Owner of the Year – San Antonio Hispanic Chamber of Commerce
  • Cutting Edge Award – Women’s Business Border Center of El Paso Hispanic Chamber of Commerce
  • Texas Entrepreneurial Award – Greater San Antonio After School All Stars
  • Connecting the Dots Award for Outstanding WBE Spend – Women’s Business Enterprise Alliance

2015

  • 2015 MBDA Minority Business Enterprise of the Year – El Paso Hispanic Chamber of Commerce
  • Lillie Knox Investing for Growth Award – Women’s Business Council – Southwest
  • Small Business Person of the Year Award – SBA El Paso District
  • Latina Entrepreneurial Excellence Award – Great Austin Hispanic Chamber of Commerce.

2014

  • Entrepreneurial Spirit of the Year Award – El Paso Hispanic Chamber of Commerce
  • Minority Business Enterprise of the Year Award – Southwest Minority Supplier Development Council
  • Hispanic Business Elite – United Stated Hispanic Chamber of Commerce – National Convention
  • “The Patricia Pliego Stout Entrepreneur Award” – San Antonio Hispanic Chamber of Commerce

2013

  • Featured at National Council of La Raza National Conference

2011

  • Sol de Oro Award – El Paso Hispanic Chamber of Commerce
  • Done Deals Women Working Together Award – Women’s Business Council Southwest

2010

  • DiversityPlus Magazine’s 2010 Women Power Impacting Diversity Winner
  • Sol de Oro Award – El Paso Hispanic Chamber of Commerce

2009

  • Most Influential Latina Award
  • Sol de Oro Award – El Paso Hispanic Chamber of Commerce

2008

  • Central and South Minority Business Enterprise of the Year

2007

  • Business Woman of the Year – United States Hispanic Chamber of Commerce Region III

2006

  • Compass Bank Latina Business Excellence Award
  • International Leadership Award – Texas Association of Mexican American Chamber of Commerce

2005

  • Business Woman of the Year – Texas Association of Mexican American Chamber of Commerce
  • Woman in Business Champion of the Year – SBA Small Business Week

2004

  • McDonald’s Hispanos Triunfadores Award – Business Category
  • Inducted into the El Paso Women’s Hall of Fame

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