Download PDF

Philip A. Cruz Sr.

Business Development & Operations Innovator


Operational Excellence | Global Experience | Strategic Business Development & Execution

Trusted Leader who delivers creative strategies and operational systems/solutions that improve sales, margins and growth. Recognized for both transforming and creating organizations that are high performing, achieve strategic initiatives and gives life to the Vision.

20 years experience developing people, processes, Strategic Partnerships and solutions/services that drive Sales, globally, and streamlined operations. Mobilizes top-tier talent to create high performing cultures that consistently achieve in volatile circumstances.

Stimulated & motivated by business growth challenges and collaborating to identify the opportunities (creatively) and execute on the plan

  • Sharp understanding of business priorities and strategy; self starter who understands how to meet priorities and strategy quickly and effectively while contributing to business development and revenue
  • Excellent cross functional collaborator and communicator. Easily interfaces with high profile customers, internal company staff and management, business partners and Board Directors
  • Versatile & innovative with an innate ability to see the “big picture” while staying on top of the details. Sought out to lead task forces that help optimize internal business operations and organizational structure.
  • Recognized as an Insightful Executive Leader, consistently selected for strategic input and participation on highly visible and highly impacting corporate initiatives and projects.

Key Strengths

Cultivating Positive Customer Relationship Based on Solution Selling Methodology
  • Begin every customer relationship by 1st understanding their core business fundamentals, drivers, goals and challenges. Keeping the focus/priority on solving the customer’s business issues and demonstrating how a proposed solution will do so in terms of the identified business drivers, goals, and fundamentals
  • Ensuring client/customer needs are well understood, documented, validated/verified with client/customer and socialized throughout the organization
  • Developing SOWs and Documents of Understanding that are clear, concise and utilized to set client/customer expectations and govern/prioritize the actions of everyone that can impact end results to client/customer
Operational Excellence Across Diverse Industries
  • Advised Executive Management (e.g., Government, Education, Retail, Technology, Healthcare, Non-Profit) regarding operational (e.g., people, process, policy, technology) improvements/transformations to maximize results. 
  • Chosen to lead several organizational restructuring to create a lean, customer centric sales, service and operations units
  • Spearheaded the development of Risk Assessment and Mitigation Planning practices and methodologies in all aspects of sales and implementation planning.
  • Redesigned and directed all aspects of operations and culture of a private school as part of a successful turnaround
Building & Leading World-Class Organizations
  • Partnered with HR to define winning candidate profiles that incorporate a “culture by design” approach to selective sourcing/hiring
  • Defines, communicates and monitors Key Performance Indicators (KPIs) and facilitates a mentoring/coaching relationship to stimulate continual improvement.
  • Designs training and professional development plans that emphasize Customer Service, Technical and Professional skills that will ensure our customers view us as Industry Thought Leaders and Trusted Advisors.

Work experience

Jan 2009Present


Cruz Guardiola Casiano Inc

CGC exists to partner with Executives, Entrepreneurs and B.O.Ds to help them maximize their business goals and objectives. This is achieved with a focused and purpose driven framework that delivers Insight, Innovation and Inspiration customized to the circumstances to provide a path towards meaningful results.

  • Assisted Dufry AG, a global travel retailer with 1,400 shops in 45 countries, by leading the change management and transformation of its Retail Planning and Logistics operations to a global platform of process, tools and policies. Focus KPI included sourcing costs reductions, inventory management and “sales/market intelligence” to enhance SKU selection & profitability (e.g., eliminate or drive down costs of poor performing SKUs)
  • Assisted International Business Owners expand operations into the US market through the development of strategic Joint Ventures and business plans that could maximize their opportunities both the US and abroad.
  • Develop business plans for new products and services, including Risk Mitigation strategies, Contract Negotiations with business partners and exit strategies.
Oct 2000Present

Vice President, Strategic Pursuits & Sales

Unify Inc (formerly Siemens Enterprise Communications Inc)

Planned and directed the start up or turnaround of several Regional and National Sales, Solution & Professional Services units with consistent success and speed by assessing talent, business processes and tools and taking needed actions to lead transformation and improvement.

Responsible for assembling and mobilizing a diverse team of sales, engineers/designers, services & commercial (financial & legal) with the purpose of closing $134m in sales and services

International Deal/Pursuit Leader & Strategic Partner Business Development

  • Lead a team of Sales Executives, Solution Engineers, Professional Services Consultants and Commercial Directors in the Planning and Execution of International and Strategic ($5m+) Deals. Deals are typically complex and cover our portfolio of Unified Communications, Collaboration & Contact Center HW, SW and Managed Services solutions
  • Lead & drive global Sales Growth and Profitability by developing & defining Strategic Partnerships with large solution providers (eg., Verizon, Motorola Inc.)
  • Led Multi-cultural, Global team from Germany, Latin America and U.S. to reduce cost of product/solution development in Latin American by an estimated 12%.

Director, U.S. New Business Development

  • Within 3 months hired, trained and developed sales team and developed a pipeline of over $30m
  • Achieved #1 ranking in new sales and contributed to over 40% of total net new orders while remaining under budgeted headcount
  • Established global best practice in solution selling methodology

Director, Solution/Sales Engineering

  • Selected to start up and lead this team which resulted in exceeding sales quota attainment for 3 consecutive years
  • Created a National Sales Engineering team responsible for Secure Data Network Solution Design. This included developing the policies, processes, training and tools necessary for realization. Team exceeded sales quota attainment in the first 3 years of existence

Director, Technology & Consulting Services

  • Developed consulting services capabilities that resulted in incremental sales revenue (10%) and entry points to infrastructure refresh sales
  • Achieved #1 ranking in 1st Generation VoIP sales with 80% of all sales
  • Achieved #2 ranking nationally in Unified Communication sales

Assistant GM Florida Sales

  • Within 4 months transformed the sales region with new staff and new practices that resulted in achieving 80% of full year (106% prorated) quota
  • Improved profitability and Customer Satisfaction from worst in Company to Best which resulted in the establishment of Company Best Practices in Consultative Sales, Solution Development and Project Management
  • Developed and led a task force to study and recommend ways to increase profitability 20% and restore customer satisfaction. Study led to a corporate restructuring and implementation of several process improvements that delivered 117% of targeted EBIT of $42m.
Jun 1997Oct 2000

Senior Director


Identified and developed Consulting Services engagements focused on business improvement through the use of technology and/or organizational optimizations. This included developing and assessing Strategic Plans, performing needs assessments, efficiency and effectiveness studies, systems requirements and designs and project management.

  • Developed 1st and largest Public Sector Outsourcing project in the U.S; County of San Diego. Project served as a company Benchmark by which we developed a new Practice
  • Grew our Outsourcing Practice and nearly doubled revenues within 18 months.
  • Expanded Management Consulting practice in the Southeast contributing over 90% of regional sales/services within the first 6 months and sustained to 75% over a 12 month period
  • Advised and assisted 2 major Counties in Florida regarding operational initiatives that would have positive impacts on the types and level of services provided to constituents. This included taxation, regulatory, legal and public access concerns.
  • Led a team of experts to provide recommendations to improve the effectiveness of a major metropolitan 911/Emergency Management operation. This involved studying and advising on all aspects of operations, policies, procedures, technology, people management, salary and benefits for all departments and agencies of its government.
Aug 1992Jun 1997

Executive Director

Florida Bible Christian School

Responsible for developing and maintaining College Preparatory standard of excellence and for all academic and athletic personnel. Built and sustained an environment for students to excel in all aspects of development (e.g., academia, athletics, and community enrichment).

  • Within 2 years transformed academic standards and teaching culture to a high performance, results oriented culture that doubled the number of students accepted in to top tier college programs
  • Started annual community outreach project for students to provide thanksgiving meals and Christmas gifts to local families in need or who were struggling. All food and gifts were made/purchased with students own efforts/resources and given to parents of families to give to their children. This reinforced the faith the children had in Mom and Dad as providers of not only food and shelter, but of hope.
  • Within 1 year increased scholarship awards to $1m in annual awards
  • In 5 years grew sports program from 1 state championship team to 4
Jul 1982May 1992

Systems Engineer & Analysis

Bell Laboratories

Beginning as a High School summer intern, responsible for the research, analysis and design of future Telecommunication Systems and Applications and their ancillary support systems.

  • 1st high school intern to provide analysis and recommendations for the data services marketplace. Performed a feasibility study to the AT&T Bell System on select business applications that would maximize revenue potential over Packet Switched Network.
  • Designed System Requirements for Remote and Automatic monitoring for telecommunication networks which became the basis for U.S. Open Standards Interface supporting multi-vendor infrastructure for the Divested Bell System
  • Defined U.S. Open Standards for fiber optic communication systems and networks for residential distribution loops (aka, Fiber To The Home). This standard provided the blueprint and foundation for high speed multi-media service delivery to the residential marketplace



Stevens Institute of Technology


Georgia Institute of Technology