Santiago Amaya

Assistant Vice President US Marketing, NYX Professional Makeup L'Oréal USA

Santiago Amaya is the Assistant Vice President US Marketing, NYX Professional Makeup, where he helps lead the brand’s marketing strategy across innovation and culturally relevant brand storytelling for the eye and body categories. With a deep understanding of today’s beauty consumer, Santiago plays a key role in bringing NYX Professional Makeup’s bold, inclusive, and community-driven identity to life in the US market. His work spans product launches, strategic campaigns, and breakthrough marketing moments that connect with Gen Z beauty lovers through creativity, self-expression, and digital-first engagement. At NYX Professional Makeup, Santiago continues to champion a brand vision rooted in accessible pro artistry & culturally-relevant storytelling, driving relevance with the next generation of beauty consumers