Latina Style Inc
Latina Style Inc
Latina Style Inc

Entrepreneur of the Year

Rosa Santana is the Founder and CEO of Santana Group, a national group of companies providing innovative outsourcing solutions to organizations across all industries.

For over 35 years, Santana has been a driving force within the U.S./Mexico staffing industry and is recognized internationally as a human capital solutions expert. Realizing this passion for staffing early in her career at Kelly Services, a Fortune 500 Company, Santana made a substantial financial impact by expanding Kelly Services footprint into Mexico and 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 US division. In 2002, Santana was presented with a new opportunity, allowing her to simultaneously launch her own staffing companies in the US and Mexico. Three years later, she expanded her US company Integrated Human Capital (IHC) into San Antonio, Texas, setting the stage for unprecedented growth. In the following years, Santana Founded Diversa, a Managed Services Provider (MSP), and Oveana, a Business Process Outsourcing (BPO) company.

After a strategic, successful 10-year relationship with Toyota and their suppliers through IHC, Santana was singled out for an opportunity to become a direct Tier I supplier to Toyota. In 2014, Santana founded Forma Automotive and Toyota introduced the company as their first Hispanic woman-owned direct Tier I supplier. Today, Forma Automotive provides fully assembled truck beds for Toyota’s award-winning Tacoma truck.

While most of Santana’s knowledge is self-taught, she credits numerous mentors for her success. She was selected for and 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, Santana has embraced her Hispanic heritage and positively impacts each of the communities she serves through participation on several local and national boards. Santana takes great pride in her abilities as a successful business woman and seeks to empower other minority and women business owners to achieve profitable business growth.

LATINA Style Business Series Sponsors

Title Sponsor:

Nationalwide Insurance


Host Sponsor:


City Sponsor

Comerica Bank

Platinum Sponsor

American Airlines

National Partners

Parents Step Ahead

Media Partners

Capital Wire PR

Media Partners

Old School 104.7FM

Community Partners

Latino Los Angeles Chamber of Commerce

Los Angeles Area Chamber of Commerce





Latina Golfers Association (LGA)


Hispanic Heritage Foundation HHF

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