Marco Santiago Information Technology and Media professional

About Me

Marco Santiago, Jr. - Informational Technology Professional

I'm a result driven Information systems and creative technology professional with over fifteen years experience as business systems analyst, project manager, and creative media with a demonstrated ability to work with executives and stakeholders at all levels in order to strategize, define, and deliver organization-wide IT solutions in order to achieve business objectives. Throughout my career, I had the privilege of working with start-ups as well as globally recognized brands such as Oracle, Hitachi, Red Bull, Pella Windows, General Electric, Karson Ping, American Express, Unisys, and many others.

As a business analyst I'm able to perform complex business analysis for the purposes of translating business needs into proposals, functional, and technical requirements. I excel in the use of applications for the purposes of modeling and solving business problems using various modeling techniques, such as storyboarding, wireframes, and application mock-ups of varying degrees of fidelity in order to effectively communicate with a wide variety of functional and technical stakeholders, and I'm able to work in a complex team environment that thrives on change.

Finally, I'm a self-starter, and able to take ownership of a project. As an experienced project manager, I take pride in being a very organized and effective communicator and leader, with the ability to balance the constraints of time, money and resources in order to successfully deliver technology solutions of varying degrees of size and scope in order to meet enterprise business objectives.

Functional Areas of Expertise

  • Process and Business Re-engineering
  • Data Conversion, Data Mapping, and Data flow documentation, UML, Use Case Documentation
  • Management experience in Manufacturing and Distribution Systems
  • Team Lead and Project Management
  • Product Management
  • Object Oriented Analysis and Design
  • UAT configuration and procedures
  • Web Design and Development
  • Agile Software Development
  • Web UI and Email A/B Testing
  • Search Engine Optimization and Marketing
  • ECommerce
  • Digital Asset Management
  • Data Driven and Automated Email Marketing
  • Film and Media Production & Post-Production Supervisor
  • Business development and Vendor Management
  • Google Analytics and Google Adwords
  • Hootsuite Platform and Social Marketing Certified
  • Adobe Marketing Cloud / Analytics
  • HubSpot Inbound Marketing Certified
EXecute, EXcel, EXtend

Technical Proficiencies and Experience

Programming Languages and Applications

Programmed in Java, PHP, PL/SQL, HTML, SWIFT for iOS using XCode, HTML 5 Web Development, jQuery, CSS, proficient at MS Project, MS Excel, Dreamweaver, Adobe Muse, Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Adobe Business Catalyst, Adobe Marketing Cloud, HubSpot Inbound Marketing Platform, Bynder and BrandWorkZ Digital Asset Management systems, Adobe Premier, Final Cut Pro


Oracle, Microsoft Access, Microsoft SQL Server, MySQL

Oracle Related Applications

Oracle Marketing Cloud – Eloqua Email Marketing, Oracle Configurator, Oracle Inventory, Oracle Engineering, Oracle Bills of Material, Oracle Order Management, Oracle iStore, Oracle Portal, Oracle Financials

NetSuite Related Applications

Webstore, Inventory, Order Management, SuiteScript

Professional Experience

Media Services, Los Angeles, CA 05/2017 - Present

Business Systems Analyst & Scrum Master

  • Gather and document application requirements and functional specifications, performed functional and technical analysis for cloud-based Media Services software in the areas of production accounting, residuals forecasting & processing. Products include industry leading software and mobile applications known for its flagship Showbiz Timecards program, Showbiz Budgeting, Showbiz Labor Guide and Showbiz Cash Flow, as well as other leading products used by major entertainment companies as wells as independent producers of feature film, television, commercials, web, and other digital media
  • Lead the implementation and training of Agile software development methodology for Product Management, Software Developers, Analysts, and Software Support resources
  • Implemented and administered over Jira cloud software development and Jira support
  • Lead stand-up meetings, sprint planning meetings, perform backlog grooming, and sprint retrospectives

Cenveo, Los Angeles, CA 08/2016 - 05/2017

Digital Marketing Consultant & Applications Project Manager

  • Gathered and document application requirements and functional specifications for custom Sales Flow application and managed software vendor during its development.
  • Developed and executed comprehensive inbound digital marketing strategy to include assessment of business model, brand positioning, content marketing, website development and landing page integration to HubSpot using API, SEO, development and execution of automated email marketing strategy, analytics, A/B testing, video content creation and delivery, ad buys, ect.

Classic Party Rentals, Inglewood, CA 06/2015 – 03/2016

Project Manager

  • Successfully planned, managed and implemented Oracle Marketing Cloud’s Eloqua Automated Email Marketing and Bynder’s Digital Asset Management Creative Workflow platforms and mobile application extensions; Created project charter, documented detailed project and communication plan
  • Gathered requirements and configured Eloqua platform, established data model, data mapping, and integration with CRM as basis for creating market segments; Modeled automated campaigns, KPI matrixes, A/B testing scenarios, and modeled and implemented lead scoring system
  • Did extensive analysis and data modeling and querying using PL/SQL in Oracle database
  • For the Bynder DAM project, I modeled taxonomy and schema, participated in design and testing
  • Supervised testing programs, generated go-live and communication plans and successfully lead the transition of projects to production

Rouse Analytics, Beverly Hills, CA 02/2015 – 06/2015

IT Project Manager / Business Analyst, Marketing

  • Documented, planned and the managed the Online Rental Dashboard project, which supports heavy equipment rental companies such as Hertz, BlueLine, and Caterpillar dealers in order to optimize their rental rates and fleet utilizations
  • Managed projects in an agile development environment
  • Worked closely with technical resources and did analysis and modeling using complex queries and stored procedures in SQL Server database

Red Bull, Santa Monica, CA 2/2014 – 02/2015

Senior Business Analyst

  • Contributed to the establishment of new PMO templates for the IT organization – BRD, Functional Specifications, Use Cases, and Traceability Matrixes
  • Performed business analysis and document as-is system and current business processes
  • Generated functional designs, data flow diagrams and mockups
  • Conducted design review sessions using low and high fidelity design mock-ups; developed test scripts for UAT.
  • Successfully implemented product catalog and pricing structures for input into Salesforce.com for Red Bull Media House Sales & Marketing; generated design documents and mockups for KPI Web application for Insights team. Performed application support for iPad auditing system used by Field Sales Reps

CortiSlim International, Laguna Niguel, CA 12/2011 – 02/2014

Project Manager

  • Architected database driven iPhone app used to track weight loss against expected results based on statistically defined business rules derived from consultative meetings with medical researcher and consultant
  • Successfully implemented NetSuite Ecommerce, Order Management, Fulfillment, Inventory and Business Workflow
  • Wrote Java custom extensions for NetSuite Order Management module using Suite Script™ and APIs. Developed and maintained company website

National Association of Latino Independent Producers (NALIP), Los Angeles, CA 2/2013 - 6/2013

Conference IT Project Manager

  • Gathered business systems requirements for the conference website, which included conference registrations for delegates, VIP's and board members, conference events creation, configuration and scheduling and the management of media upload and deployment. Registration process included the capture of hotel and travel reservations
  • Captured and documented business rules and reporting requirements
  • Coordinated testing, staging and production deployment
  • The resultant implementation improved registration by 15%

SunCast Entertainment, Scottsdale, Arizona 1/2010 – 11/2011

Project Manager

  • Wrote business requirements for iPhone / iPad based production management application system to include pre-production tasks, such as scheduling, budgeting and allocation of resources during the production of motion picture project
  • Successfully developed and produced the theatrically release feature film crime-drama, WATER & POWER, developed at the Sundance Feature Film Labs
  • Worked closely with technology partner to implement digital targeted marketing strategy in order to market and promote the feature film, Water & Power, to multiple digital platforms and to specific demographics and geo-locations based on online video consumption and search behavior
  • Successfully implemented digital asset management program in order to store, track, access and publish digital media submitted by creative talent
  • Integrated online video trailer and call-to-action with Fandango ticketing system to successfully record Marketing ROI

American Express, Product Servicing and Support, Phoenix, Arizona 8/2009 – 12/2009

Business Analyst

  • Converted Lotus Notes sales application to SalesForce CRM
  • Reverse engineered order entry and product configuration applications and documented business rules for Salesforce.com implantation
  • Wrote business and technical requirements that employed UML techniques to generate data flow diagrams and use cases; documented and implemented testing procedures

WorldatWork, Scottsdale, Arizona, 05/2006 – 07/2009

Business Analyst, Project Manager

  • Performed functional and technical analysis on a wide variety of projects in an agile environment
  • Documented use case scenarios, business rules, data diagrams, and various forms of HTML and Javascript prototyping for the purposes of modeling user interface and communicating functional and technical requirements
  • As Project Manager, I played lead role in the successful negotiation and selection of technology vendor for enterprise search engine (Endeca™).
  • Wrote design specification for new content management system, which was eventually implemented as part of overhaul of customer facing website.
  • Implemented a custom built Digital Asset Management (DAM) system and workflow process using the Endeca Search Engine technology
  • Implemented workflow and approval process in order to manage marketing production processes that allowed appropriate administrative users to search, update, and view progress of all planned marketing collateral.
  • Implemented reporting system that allowed insight into who, what, where, and when the marketing collateral was consumed
  • Was technical lead in the development and integration of computer based testing system
  • Lead the conversion of business systems in support of new part number classification system, which impacted inventory, distribution, and production.
  • Lead development and coordinated testing program for the Oracle Database upgrade project

Mitel / Inter-Tel Corporation, Tempe, Arizona 3/2002 – 2/2006

Senior Business Analyst, e-Business Division

  • Implemented Inter-Tel’s online business-to-business Ecommerce platform using Oracle iStore, Oracle Configurator, Oracle Order Management, and Oracle Portal. Modeled complex product business rules and wrote custom java extensions for use in customer facing configurator application, which integrates with Oracle Bill of Materials and Order Management
  • Generated complex bill of material structures for use in configurator application and documented advance pricing rules in support of Inter-tel’s line of enterprise network and telephone products.
  • Created test plans and test scripts used to perform user acceptance and regression test program

Oracle Corporation, Phoenix, Arizona 3/2000 – 3/2002

Principal Consultant, Global CRM Solutions Group

  • Captured business requirements and advised the various clients on implementation of Oracle iStore, Oracle Telesales, Oracle Order Management, Oracle Bill of Materials and Engineering and Financials.
  • Wrote application extensions in Java using Oracle Configurator’s application programming interfaces in order to meet highly specialized business requirements
  • Wrote set-up documentation and assisted in migration of major business processes from legacy system to Oracle 11i applications
  • Advised clients on Oracle Configurator best practices
  • While at Oracle, I was involved as lead consultant and project lead for clients such as Pella Windows, Advanced Digital Information Corporation (ADIC), GE Medical Systems, Karsten Ping, Hitachi Data Systems and Unisys Corporation, where I facilitated multiple and competing business needs within the client organization, as well as successfully facilitating change
  • At Hitachi Data Systems, I worked closely with client and Oracle Product Development in order to generate functional specifications and design documents used to improve and extend the capability of the Oracle’s Configurator product. These specifications eventually lead to a major Oracle Configurator product release, which resulted in several million dollars increase in revenue for the Oracle Corporation
  • At Advanced Digital Information Systems, I created advanced algorithms and developed a product configurator model for their flagship product using combinatorial mathematics and prototyped and demonstrated the model for conference room pilot. This implementation resulted in the enhancement of Oracle’s configurator product and was subsequently implemented as new functionality in a subsequent product release. This lead to additional sales leads and associated increased revenue generation for the Oracle Corporation
  • Was voted as one of top 2000 consultants at Oracle Corporation in 2001

AviaBid.com, Tempe, Arizona 01/98 – 03/2000


  • Designed and launched website and developed B2B auction and Request for Quote (RFQ) application
  • Website was used by the professional and retail aviation community for buying and selling aircraft parts and services
  • Created marketing strategy that helped create a brand within the business space, which allowed the business to achieve a membership of over 10,000 professional buyers and sellers
  • Formed experience management team and board of advisers from the areas of aviation sales, logistics, and ecommerce to help extend the business model and supporting applications
  • Wrote business plan that allowed us to receive 1st round of $750,000 capital from private placement investors. Successfully implement exit strategy that allowed ROI for our principal investors
  • Website was listed in the Aviation Internet Directory: A guide to 500 Best Aviation Websites", published by McGraw-Hill Publishing, listed Aviabid.com among its sites in 2001

Adaptive Broadband Corporation, Tempe, Arizona 02/1993 – 1/1998

Programmer / Analyst, MIS Department 1/95 – 3/1998

  • Captured and documented business application requirements for system enhancement requests.
  • Involved in the coding of business application enhancements
  • Programmed in Unibasic and Java
  • Was project lead to implement Oracle Configurator as part of enterprise migration to Oracle’s enterprise software
  • Worked closely with engineering, manufacturing, and planning in order to develop bill of material structures that facilitated forecast and planning, product costing, manufacturing processes, and configure-to-order requirements

Manufacturing Production Manager, Manufacturing Division 02/93 to 1/95

  • Was responsible for maintaining and executing production schedules consistent with company policy and objectives
  • Was responsible for hiring and administering over several dozen technical and non-technical resources. Provided qualitative and quantitative feedback to executive management on production processes and assessment of various risks and issues as they arose
  • Was responsible for multiple shifts, managed millions of dollars in resources and equipment and interfaced with all areas of the business
  • Was responsible for multiple shifts, managed millions of dollars in resources and equipment and interfaced with all areas of the business

Previous Clients and Organizations Served

Military Service, 12/94 – 12/98

United States Air Force

United States Air Force, Crew Chief – C5, C141, 514 Military Airlift Wing, McGuire AFB, NJ

Arizona Air National Guard, Crew Chief, KC135 Aircraft, 161st Air Refueling Wing Phoenix, AZ

Performed preflight, post flight, and on-aircraft maintenance of heavy lift aircraft. Participated in periodic overhaul of airframe and powerplant.


Western International University, Phoenix, Arizona 5/98

BA General Business with Emphasis in Information Systems, GPA: 3.2, Member of Delta Mu Delta National Honor Society in Business Administration

Arizona State University, Tempe, Arizona 05/93 - 05/98

Completed over 500 credit hours of course work in Applied Mathematics, Aerospace Engineering, Aeronautical Sciences, which included ground school and flight training (over 1500 flight hrs), Airport and Airline management, and Aviation Law.

Other Activities and Interests

Organizational and Leadership Experience

  • Student Representative (Student Government), Hunter College (City University of New York), 1992
  • Student Leader – 3700 Technical Training Wing, Sheppard Air Force Base, Texas, 1994
  • Vice President – Arizona State University Precision Flight Team, 1998
  • Officer – Arizona State University Aeronautical Student Advisory Committee (SAC), 1997
  • Toast Masters, Airpark Chatter Chapter, Scottsdale Airpark, AZ
  • Conference Coordinator, National Association of Latino Independent Producers, 2013
  • Founding Member, ASU Adrenaline Club

Recreational and Life Experiences

Hiking, Football, Baseball, Flying, Climbing, Friends, Skydiving, Transformational Leadership

Contact Me



Generosity is giving more than you can, and pride is taking less than you need. -- Khalil Gibran

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