Mr. DaCruz has more than 25 years experience leading teams to breakthrough results in the areas of general management, new business initiatives, creative and innovative strategy, marketing and sales.
He has lived in or managed markets in the United States, Latin America and Europe and is experienced bringing new products to market, positioning brands, creating new ventures, building and training management teams, and negotiating and implementing strategic alliances.
As a senior executive with The Walt Disney Company, Mr. DaCruz was hired at the inception of a new Disney consumer products division. He was instrumental in creating a twenty-fold (35% annual) increase in revenues over a ten-year period: Disney products sold at retail grew from $70MM to more than $1.5 Billion. He also served on Disney’s senior global Consumer Products steering committee.
Much of his experience has been in education. He particularly understands the intersection of education with technology and consumer services. In addition, he brings learning from the entertainment industry and applies them to develop better engagement and pedagogy in education.
In education, most recently he was hired by the USC Viterbi School of Engineering (top 10 ranked by USNWR) to provide a new perspective on marketing for academia and advice on overall school strategy. He envisioned and implemented a new positioning and integrated marketing strategy, which contributed to increased awareness and reputation, enrollment and fundraising. During this time he also worked with technology researchers and educators who were creating leading edge educational products.
As a Division Vice President of Walden University, Laureate Education’s online higher education division, Mr. DaCruz envisioned and implemented a new branding and marketing strategy, contributing to 40% revenue growth and a 30% increase in operating income.
Mr. DaCruz entered the education industry by providing consulting to eMind, a Knowledge Universe company that was later sold to Kaplan.
Mr. DaCruz has also held senior general management, operations and marketing positions at Hasbro, Mars & Company (a leading strategy consulting firm) and PepsiCo.
Mr. DaCruz has lived more than 19 years in Latin America and Europe and is fluent in Spanish, Portuguese and French. He is a graduate of the Wharton School of Business.