Michael Cruz Email Address

Marketing Director, the Tin Building

To promote health, well-being, and personal achievement through participation in the sport of running in New York City communities and populations with little or no access to structured athletic programming.Physical education programs were virtually eliminated from New York City public schools 20 years ago, and now a second generation of a million plus students is growing up without the character lessons and physical conditioning inherent in the sport of running. Structured running programs teach goal setting and the relationship between effort and achievement, while helping youth develop the self-esteem, fitness, and discipline necessary for success in school, the workplace, and life.

Throughout my marketing career, I’ve learned that business success requires finding unique angles that drive brand growth and create a meaningful connection with customers and consumers. I focus on: BUSINESS DRIVERS. Working through teams and keeping things light and lively has been critical to my success. When I lead brand and cross-functional teams, I instill a purpose for what we do, a passion and a drive towards great results. Responsible for leading the marketing function, my team pioneered event marketing, digital, PR, advertising and retail marketing for the Columbus brand, contributing to net sales growth of +6.4% and EBITDA +13.5% CAGR since 2008. At FIJI Water, a disciplined focus resulted in HH penetration up double-digits +16.7% v YAG and repeat +17.5%. UNCONVENTIONAL. I have a comprehensive understanding of what drives financials. As a brand strategist, I analyze and synthesize competitive and market data to gain insights into business drivers. With this knowledge, I often challenge the conventional ways of doing things that lead to unique business solutions. As Manager, Packaging Innovation, I leveraged Coors Light’s “Cold” positioning and its required water resistant packaging to develop the 1st Cooler Box – transforming its packaging into an ice cooler. The idea served as a launching pad for future successful new product launches and a vigorous innovation pipeline around that core idea. RELATIONSHIPS. I think horizontally to integrate market dynamics with the interdependencies of internal functions to make better decisions. I challenge assumptions and ensure that multiple perspectives are considered. INDUSTRY EXPERIENCE: Sports Marketing; FMCG-Food, Adult and Non-Alcoholic Beverage; Luxury Products; Financial Services EXPERTISE: Brand Strategy, Identity & Positioning, New Product Innovation & Commercialization, Integrated Marketing Communication, Digital Strategy, Consumer Insights, Team Management and Development, and General Business.