Title: Director of Category Management
As Director of Category Management at Ferrara, Sandi Santa Ana is aware of the sweet legacy of the Ferrara Candy Company. The confectionary company was founded in 1908 and has nearly 6,000 employees producing 35 brands.
She is a results-oriented CPG professional with 10+ years of experience who is passionate about turning data into actionable insights, developing talent, and cultivating relationships internally & externally. Over the past 8 years at Ferrara, Sandi has been responsible for leading her team to deliver proactive insights to drive category growth across multiple sweet snacking categories. She was recognized in 2021 as a National Confectioners Association Future Leader and a Top Women in Grocery by Progressive Grocer for her contributions to the industry. Prior to joining the confection industry, Sandi held multiple Sales roles at Johnson & Johnson and Revlon.
As the daughter of Swiss and Japanese immigrants, Sandi is passionate about driving diversity, equity, and inclusion in the workplace. At Ferrara she co-founded the ¡UNIDOS! Latino Business Resource Group and is active on the Diversity, Equity, and Inclusion Council, a co-lead in driving Ferrara’s philanthropic giving to underrepresented communities.
She earned her bachelor’s degree in Business Administration with a focus on marketing and management information systems from Northeastern University in Boston, Massachusetts. She also attended the Shanghai University of Finance and Economics.
She credits HACE for the opportunities it has created to provide education, and resources and foster a community to elevate Latino professionals. She believes that representation matters and recognizing the next generation of diverse leaders not only inspires but energizes others to go above and beyond.