Breaking Barriers in Manufacturing: Rosa Santana’s Journey From Staffing to Supply Chain Leadership

By ICIC | September 16, 2025

Rosa Santana knows what it takes to build something from the ground up. She’s done it more than once. First with her staffing firm, then with her manufacturing company, and now as a key voice on the advisory board for ICIC’s new Manufacturing Accelerator Program (MAP). With this latest initiative, Rosa is helping shape the future of small-scale manufacturing by sharing the lessons she learned the hard way: with heart, grit, and a whole lot of listening.

Her journey into manufacturing began with a phone call from Toyota. That call led to a historic milestone. Rosa became the first Hispanic woman to own a direct Tier I supplier to Toyota, providing fully assembled truck beds for the Tacoma truck. But the roots of her entrepreneurial spirit go back much further, to her childhood and the woman who raised her.

Lessons from Josefina

Rosa was just five years old when her family immigrated from Mexico to the United States. Her mother, Josefina, raised five children on her own while working full-time. “She was the strongest woman I’ve ever known,” Rosa says. “She worked so hard so we could have a better life. I always thought, if she could do what she did, so can I.”

That early example of perseverance shaped Rosa’s approach to business and leadership. “My mother didn’t have much, but she had pride, discipline, and a deep sense of responsibility. That’s what I carry with me every day.”

From Staffing to Supply Chain

In 2002, after a corporate layoff, Rosa decided to bet on herself. With her eldest daughter by her side, she launched Integrated Human Capital (IHC), a staffing firm based in El Paso, Texas. She also opened a cross-border operation in Ciudad Juárez to serve clients in Mexico.

Rosa was confident in her ability to run a business and, more importantly, in her talent for listening to what clients needed and building around that.

That mindset helped IHC grow quickly. Within a few years, Rosa was staffing for Tier I suppliers at Toyota’s San Antonio plant. She built relationships, showed up consistently, and earned trust, especially at Toyota’s annual Opportunity Exchange, where she connected with decision-makers and future partners.

A Bold New Chapter: Forma Automotive

In 2014, Rosa received a call that would change everything. Toyota reached out and asked if she would be willing to supply fully assembled truck beds for the Tacoma truck. It was a bold ask. Rosa had never worked in manufacturing before.

But Toyota believed in her.

“They told me, ‘We like you, we trust you, and we know you know how to run a business. The rest we can teach you,’” she recalls.

Rosa jumped at the chance and launched Forma Automotive under the umbrella of the Santana Group to meet Toyota’s needs. Rosa serves as Founder and CEO of the Santana Group, which now includes multiple companies across staffing, outsourcing, and manufacturing, all focused on delivering high-quality services while creating meaningful jobs across the U.S. and Mexico.

Today, Rosa’s relationship with Toyota has continued to expand, encompassing support with staffing, call centers, and manufacturing of the truck beds for the Tacoma and Tundra, Toyota’s primary truck models.

Championing the Next Generation of Manufacturers

Rosa’s leadership extends far beyond her own companies. As a member of ICIC’s Board of Directors, she brings her lived experience and business insight to the table, especially when it comes to supporting entrepreneurs in underserved communities.

She’s also a founding advisory board member for ICIC’s Manufacturing Accelerator Program (MAP), a national initiative designed to help small and mid-sized manufacturers scale, access capital, and build resilient operations.

“Manufacturing changed my life,” Rosa says. “I want other business owners, especially women and people of color, to see that it’s possible for them too.”

MAP is built for exactly that purpose. It offers tailored support, expert coaching, and a powerful peer network to help manufacturers grow sustainably and create good jobs in their communities.

“MAP is a game-changer for small manufacturing companies looking to grow and scale sustainably,” Rosa says. “The curriculum is uniquely designed to help manufacturers refine their big-picture strategy while also diving into the nuts and bolts of execution.”

Insights from the Journey

Rosa’s story is full of lessons for business owners at every stage:

• Don’t wait for the perfect moment. “If you’re waiting for everything to line up, you’ll never start,” she says. “Sometimes you just have to jump.”
• Relationships are everything. Her decade-long connection with Toyota was built on trust, consistency, and showing up.
• Stay close to your values. Rosa’s companies are known for their integrity, family culture, and commitment to community.
• Lift others as you climb. Whether it’s mentoring other entrepreneurs or serving on ICIC’s board, Rosa is always looking for ways to give back.

A Legacy Still in Motion

Today, Rosa splits her time between San Antonio and El Paso, surrounded by her daughters and six grandchildren. Her companies continue to grow, but her mission remains the same: to create opportunity, empower others, and lead with heart.

“I never imagined we’d be assembling truck beds for Toyota,” she says with a smile. “But we seize the opportunities, right?” she says. And Rosa Santana has made a career of doing just that.

Learn More About MAP

ICIC’s Manufacturing Accelerator Program (MAP) is designed for manufacturers ready to grow. Whether you’re looking to strengthen your operations, expand your team, or build lasting partnerships, MAP offers the tools, coaching, and community to help you get there.

Explore the program and see how MAP can support your next chapter. Learn More.