Reimagine what’s possible.

Move into action.

Cut through noise, inspire teams, keep bold ideas moving

✱ Experience Strategy

✱ Innovation

✱ CX and Omnichannel

✱ AI-forward

✱ Human-centered

✱ Experience Strategy ✱ Innovation ✱ CX and Omnichannel ✱ AI-forward ✱ Human-centered

Who I am

A woman with long wavy auburn hair and a black turtleneck smiling, with colorful abstract graphics in the background.

I’m Laura Santana.

Award-winning engagement strategist who turns complexity into clarity and possibilities into action to shape what's next.

I help teams focus on what matters, and build momentum around their most important work. My approach combines sharp strategic thinking with innovative ideation, thriving in the space between "what is" and "what could be."

Known for my calm leadership and ability to navigate ambiguity, I bring clarity and momentum to any stage of the journey, whether simplifying complexity, sharpening direction, or keeping execution on track.

Trusted by global health and wellness brands, I empower teams to move seamlessly from BIG IDEAS to breakthrough results.

Available for strategic consulting and freelance projects.

Expertise

✦

Engagement Strategy

  • Audience Research and Insights

  • Strategic Framework Development

  • Brief Development

  • Activation Plan

❋

Omnichannel and Ecosystem Planning

  • Customer Journey Mapping

  • Ecosystem Mapping

  • Content Strategy

  • Channel and Message Planning

  • Campaign Optimization

☻

Innovation Strategy

  • Creative Strategy and Ideation Sessions

  • Innovation Roadmap

  • AI Strategy

  • Workshop Planning and Facilitation

Awards

  • 2022 Bronze Winner, Category: Immersive

    “Life Interrupted”

    A multifaceted look at the impact of sickle cell disease (SCD), Life Interrupted followed the real story of a patient living with SCD and vaso-occlusive crises (VOCs). Real physicians were invited to witness a live, multi-scene performance based on this experience. The production was filmed and transformed into an immersive 3D experience that allowed broader audiences to see and feel how a life can be interrupted.

    Created in partnership with Novartis and Havas Health & You.

  • 2024 Gold Winner

    “Spikevax That Body”

    Launched at a moment of pandemic fatigue, Spikevax That Body reimagined vaccine messaging by turning “Spikevax” into a bold, culturally resonant verb. The campaign ran across CTV, OLV, social, display, and print—shifting the tone from medical to motivational. It successfully boosted Moderna’s brand awareness by 66%, outperforming Pfizer by 2x.

    Created in partnership with Moderna and TBWA\HealthCollective.

  • 2024 Shortlist

    “Spikevax That Body”

    An integrated DTC and HCP campaign launched at a moment of deep pandemic fatigue, Spikevax That Body redefined vaccine messaging—turning Moderna’s COVID-19 brand name into a cultural call-to-arms. In just six months, the campaign lifted brand awareness by 10% and drove 22 million vaccinations.

    Created in partnership with Moderna and TBWA\HealthCollective.

  • 2024 Shortlist

    “Spikevax That Body” (HCP)

    This HCP-focused campaign contributed to +55% brand awareness, +93% brand preference, and a +30% market share increase. All leading to 22 million people vaccinated with Spikevax in the second half of 2023.

    Created in partnership with Moderna and TBWA\HealthCollective.