Martha B. Yallup Health Sciences Building
Ernesto “Charro” Cruz
Professor Cruz teaches Business courses that include Strategic Planning, Marketing, Organizational Behavior, Consumer Behavior, Management Principles, and Professional Communication, and advises students on various career programs, business consulting, and community development projects. He is a proponent of the shared value approach to business that works to achieve both economic and societal benefits. He has extensive experience in management, as a professor, consultant, and practitioner. His areas of professional expertise include strategic planning, program development, marketing, advertising, and managerial finance. 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. Professor Cruz is responsible for building several programs and initiatives at Heritage University and is active in projects and committees concerning institutional development. He previously served as the Chair of the Social Sciences Department and 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 from the Asian Institute of Management and his Bachelor of Arts from the Ateneo de Manila University (Loyola Schools). He is a member of the American Marketing Association.