Santiago Guzman

At Andersen Consulting, I run market intelligence projects end to end for banking, telecommunications, consumer goods, and regional tourism clients. I design surveys and interview guides, analyze data in SPSS and Excel, and deliver client reports and decks in English and Spanish.

I supported a multi-country customer-targeting study for a premium home appliance manufacturer, combining third-party data to map target customers at postal-code level across four European markets. I also built the launch toolkit for a luxury city guide, including audience research, press and partner contacts, and outreach materials.

My luxury-sector work includes leading the Barómetro Luxury study on consumer behavior and spending in Spain, from ideation and questionnaire design through analysis and presentation. I also advised Clarins on attracting younger local consumers through its market positioning, competitive landscape, signature red, and in-store visuals.

Alongside consulting, I build practical digital and AI tools, including a live website for a private tutor and an agent-based AI infrastructure using Claude Code. I bring native English and Spanish communication, intermediate Portuguese, and a foundation in economics, business, and luxury management.