Benjamin Cruz

Hi. I'm Benjamin Cruz - a product innovator specializing in transforming businesses and markets for competitive advantage in the digital age.

---

Benjamin Cruz is a strategic leader in new economy organizations. His career began at Panelfold, Inc. managing export sales, international licensing, and technology transfer. He was recruited by Black & Decker / DEWALT to run marketing throughout Latin America and was promoted to lead product management and marketing for the company's International Group. At B&D, Ben led the transition of products from the GE to the B&D brand and the transition of the power tools brand from B&D to DEWALT in overseas markets. Later, at Noise Cancellation Technologies (NCT), Benjamin Cruz helped the company raise a $15MM second round of venture capital, co-led the formation of a consortium to finance the development of active noise control systems for the electric utility industry, and then sold the business unit. Ben left NCT to start-up Synchromedia, LLC, an information services company for the mobile communication and travel industries where he struck a distribution partnership with Motorola growing to become the most popular service delivered over the iKno mobile platform. The business plan for his second venture, Demand ID Systems, resulted in $19.5MM in venture financing to support a market intelligence and predictive analytics system for the live events industry. Demand ID was, perhaps, the first company to leverage the power of crowdsourcing. In 2009, Benjamin Cruz was recruited by Laureate Education, Inc. to run product management and marketing; developing and launching new online college degree programs in the Management and Information Technology disciplines. Currently, Ben Cruz is engaged in international consulting and is advising a startup company with a novel online system that helps universities and non-profit organizations increase dona tions. He holds a Master's degree in International Management from The Thunderbird School of Global Management.

Director, Marketing & Product Management - College of Management & Technology at Walden University (at Laureate Education, Inc.)

2009 - 2011

* Responsibility for brand management for the college and marketing for all programs including 14 degree programs, 3 certificate programs, and 100 specializations. * Directed and co-led cross-functional business, product development, academic, market research and marketing teams in ideation; specification; academic and investment approval; development and market launch of 10 new degree programs, 3 certificates, and 25 specializations in business, management, and IT disciplines * Shared responsibility for revenue growth and P&L yielding 31% increase in new students, 19% increase in revenue, 69% increase in EBIT in 2010 vs prior year * Member of Executive Leadership Team for 6 months while recruiting new VP for college * Coordinated product launches with International Team * Recruited Marketing Manager and assisted in recruitment of academic, marketing and product managers across 4 colleges.

Marketing & Strategic Alliances Leader at Demand ID Systems

2003 - 2008

* Led development of web-based market intelligence & targeted e-commerce system. * Formed strategic partnerships and joint ventures with 42 companies for data aggregation, service distribution, cross-promotion, e-commerce, and software creation. * Hired and directed application development team including product manager, software architect and offshore programmers in design and production of database; consumer-facing, industry-facing, and internal editorial and customer service systems within tight budget constraints.

Managing Director - Marketing & Business Development at Synchromedia

1994 - 2002

* Led innovation, strategy, marketing, alliances & partnerships, and product development for innovative service providing cuisine and entertainment recommendations to travelers and residents of key cities * Developed comprehensive business plan and raised equity and debt financing for startup operations * Created database and publishing software enabling customization, private labeling, and Internet delivery of advice to travelers via alliances in the wireless communications, travel, and hospitality industries. * Negotiated and managed partnership with Motorola and grew to most popular information service on their platform

General Manager of SBU - Energy & Industrial Group at Noise Cancellation Technologies

1993 - 1994

* Raised financing for R&D from consortium of public utilities * Led technology and product development teams to develop active noise cancellation system for electric utility substations * Prepared two company divisions for acquisition

Group Director of Marketing, International at Black & Decker/DeWalt

February 1992 - May 1993

* Orchestrated transition of General Electric brand to Black & Decker brand throughout Latin America and the Caribbean for the full line of electric appliances following the acquisition of GE's Small Appliance Division. * Averaged 10% annual increases (to $120MM) in multi-country power tool sales and 13% in gross margin over a 6-year period. Drove aggressive strategic plan through coordinated transnational product and marketing strategies including new brands, new businesses and new commercial relations. * Promoted from role as Marketing Manager, Latin America / Caribbean to lead development and market launch of new power tools in Asia-Pacific, Middle East, Africa, Latin America. * Transitioned General Electric brand consumer products to the Black & Decker brand throughout Latin America and the Caribbean while growing sales 5% in the same year. Launched DeWalt brand globally. * Created brand positioning to address audiences in Australia, New Zealand, Japan, and emerging markets * Developed packaging, advertising and collateral templates fostering global brand synergy. Consulted with and directed regional marketing managers for local customization, maintaining consistency and segmentation * Represented International Group on Marketing Leadership Team and Capital Allocations Committee * Directed voice-of-the-customer research to flesh out wants and needs of target markets and distributors * Led large, globally dispersed, matrixed product development teams. Managed quality, cost, and supply from design centers and plants in the US, UK, Germany, Italy, Switzerland, Brazil, and Mexico. * Rationalized global power tool product range from 200+ to 120 SKUs to optimize economies of scale, marketing efficiency, profit and market share.

Principal at Front10 Advisors

January 2008 | Baltimore, MD

Provide business evaluation, development, and growth advisory services to emerging digital media and commerce companies in the areas of strategy, finance, marketing, operations, and strategic partnerships. *Assist with strategy; proposal preparation; and establishing and managing alliances with complementary consulting firms for IOS Partners, an international business and government consultancy (Miami, FL).

Thunderbird School of Global Management

Master, International Management

Concentration: Marketing