A Career Shaped by Latin America

Ruben’s connection to Latin America began long before his professional career. Raised in a Puerto Rican household where Spanish language and Latin culture were part of daily life, he developed a deep cultural fluency that later guided his work across the region.

During his career in enterprise technology, Ruben spent years traveling and working throughout Latin America, including Bogotá, Medellín, Buenos Aires, and Monterrey. While supporting regional technology initiatives for multinational organizations such as Coca-Cola, he collaborated closely with local IT leaders, managed cross-border projects, and built long-term relationships with teams on the ground.

Building Nearshore Teams Before It Was Mainstream

Ruben became an early practitioner of nearshore recruiting during his time at Matrix, where he helped establish one of the company’s first nearshore operations in Monterrey, Mexico. He relocated to Monterrey and spent over two years building and leading a team of more than 25 technology recruiters serving U.S.-based clients.

From recruiting and onboarding talent to designing office infrastructure and managing daily operations, Ruben played a hands-on role in scaling the team. This experience gave him a firsthand understanding of what makes nearshore teams successful: strong leadership, cultural alignment, clear communication, and long-term investment in people.

President of Plugg

As President of Plugg, Ruben Santana leads the company’s mission to connect top Latin American talent with U.S. companies seeking scalable, cost-effective, and culturally aligned teams. He works closely with clients to design nearshore strategies that prioritize retention, performance, and long-term growth.

Under Ruben’s leadership, Plugg has become a trusted partner for companies hiring nearshore professionals across technology, engineering, and specialized roles. His approach emphasizes partnership over transactions, ensuring both clients and talent succeed together.

An Ambassador for Nearshoring and Opportunity

Ruben is widely regarded as an ambassador for Latin American nearshoring, known for his deep respect for the region’s culture, work ethic, and professional talent. Clients frequently highlight the commitment, accountability, and positivity of Plugg’s teams qualities Ruben attributes to the values he has witnessed throughout Latin America.

For Ruben, nearshoring is more than a business model. It is a way to create opportunity, bridge cultures, and unlock global potential for companies and professionals alike.