Professor Cruz teaches Business courses that include Strategic Planning, Marketing, Organizational Behavior, Consumer Behavior, Management Principles and Management Communication, and advises students on various career programs, business consulting and community development projects. Professor Cruz has extensive experience in management, as professor, consultant and practitioner. His areas of professional expertise include strategic planning, program development, marketing, advertising and financial management. Prior to his teaching career, he held management positions in the consumer goods and financial service industries, most recently with Citibank where he developed and introduced new products and innovative business strategies. He ranked at the top of his management residency cohort, and served as a delegate in an international business planning convention where he conducted presentations and discussed corporate challenges and opportunities for Citigroup. He is responsible for building several programs and initiatives at Heritage University and is also active in projects concerning institutional development. Professor Cruz previously served as the Chair of Social Sciences, Chair of the Professional Development Committee at Heritage as well as an Advisory Board Member for the University of Washington and Yakima Valley Community Partnership among others. Professor Cruz earned his Master of Business Administration (MBA) from the Asian Institute of Management (AIM) and his Bachelor of Arts (BA) from the Ateneo de Manila University (Loyola Schools). He is currently a member of the American Marketing Association (AMA).