Some people find their career path by following a plan. Others find it by following what genuinely drives them. For Miguel Santiago, Client Experience Manager, that path began with a simple goal: helping people. While his early ambitions pointed toward careers like medicine or law, it didn’t take long for Miguel to realize his strengths lived at the intersection of creativity, strategy, and problem-solving. Marketing became the natural fit, and more than 17 years later, it’s clear he found exactly where he belongs.
Miguel brings a people-first mindset to every aspect of his role, blending creativity with strategy to help businesses grow in meaningful ways. He shares what it’s like managing the ever-changing needs of clients, how AI is reshaping the marketing landscape, and what it takes to keep everything running smoothly behind the scenes. From navigating complex workflows to finding balance outside of work, his perspective highlights both the challenges and rewards of being a Client Experience Manager and why leading with purpose makes all the difference.
What’s Your Background?
I graduated with a general studies degree in college, but the moment I left, I started working in marketing and SEO right away. I’ve been doing this for over 17 years now, so I have an extensive background when it comes to all things marketing, from SEO to content creation to ad management to graphic design. I’m very passionate about everything that has to do with marketing and helping businesses succeed.
What Drew You to Marketing/Account Management?
When I was a young boy, I wanted to be a doctor or a lawyer, but I realized I didn’t fit that mold. The reason I wanted to be a doctor or a lawyer was to help people. I quickly fell into marketing because I’m a creative person by nature, so it became the obvious go-to for me.
What Does a Typical Workday Look Like for You as a Client Experience Manager?
Every day is very different. There’s a lot going on and lots of moving pieces and variables. I work with a lot of startup businesses right now, and all of them have different needs and preferences. It’s my job to make sure they’re happy with what we’re achieving for them, so my day-to-day is about making sure everything that needs to be addressed gets addressed, whether it’s by me personally or by finding the right team to work with.
Is There an Aspect of Your Role You Didn’t Expect?
I didn’t expect MMM to be so advanced when it comes to AI. MMM is a lot more advanced in how we organize, how we view analytics, and how we go about achieving our desired results, so we have a huge advantage over the marketing landscape.
What Have Been the Most Rewarding and Challenging Parts of Being a CXM?
The greatest reward is being able to make a difference for the businesses we work with. Because we’re using AI the way we are, we can amplify what these businesses are searching for to another level. Another rewarding thing has been working with our amazing team. Everyone at MMM is really phenomenal, talented, and welcoming. Our clients see it firsthand, and it’s the best group you can find in the marketing landscape.
The challenge has been finding a happy balance between making sure we’re doing right by our clients while managing so many moving parts. With AI being so good at what it does and because we’re able to achieve more in less time, it can become a juggling act on the backend. But with the way we have our workflow laid out at MMM, everything runs smoothly.
What Do You Like to Do When You’re Not Working?
I like to spend time with my family, going into nature, and playing music. My family is my passion and the reason I work so hard every day. Being able to express myself through music, playing guitar, and singing is really fun and rewarding. I also like playing video games from time to time as a stress reliever, but it’s nowhere near as stress-relieving as playing music.
Do You Have Any Advice for Other Professionals Who Want to Go Into Marketing and Accomplish What You Have in Your Career?
Go into it with the right intention. If you’re going into marketing trying to make a quick buck, it’s not going to be sustainable. If you approach marketing with a passion for helping people, being the best you can be, and wanting to help businesses grow, that’s what will get you far. Following your passion is going to get you the farthest, no matter what you do.
Also, learn AI because it’s only going to continue growing and getting better. Traditional making is transforming with more AI niches, so the quicker you’re able to learn that niche, refine it, and get better at it, the more of an asset you’re going to be on your marketing team.