the bench

Cruz is a seasoned corporate finance and strategy executive, business coach, and fractional CFO with a passion for helping SMBs and startups scale. With an MBA from NYU and a career deeply rooted in finance, strategy, and growth, he’s held key roles at GE, where he managed structured loans, led capital markets in Latin America, and served as regional CFO for GE's Gas Power business, driving record growth. Cruz’s extensive experience spans corporate finance, business development, and sales, allowing me to solve complex problems and drive success for his clients.

He specializes in guiding businesses through strategic planning, market expansion, risk management, and pricing optimization. His financial services encompass everything from detailed financial planning and M&A advisory to debt origination and bank relationship management. He works closely with clients to develop tailored strategies that drive growth and improve operational efficiency. Cruz’s industry expertise includes clean energy, decarbonization, and industrial goods, where he applies Verne Harnish's Scaling Up methodology to help businesses achieve their full potential.

Specialties: “I specialize in working with clients who have revenues between $5M and $50M and are committed to scaling their businesses. These clients recognize the value of a strategic CFO in driving growth and are dedicated to making a positive impact through strong customer service and a culture of continuous improvement. Their dedication inspires me and fuels my passion for helping them achieve their ambitious goals.”

Billing: Flat rate.

Typical rates: flat rate of $3,000 for a minimum of 8 hours per week, providing comprehensive financial oversight and strategic guidance, but is open to other outcome-driven arrangements.

One of Cruz’s favorite clients: “One of my proudest client engagements was with a now multi-million-dollar company that began as a simple PowerPoint idea for a power generation business. I worked with them from the ground up, refining their business plan and financial model, and helping them secure 400MW of power. We overcame numerous commercial and regulatory challenges together, and I played a key role in getting the deal financed and completed. To this day, we stay connected, celebrating their ongoing success.”

Something personal about Cruz: “I’m fluent in Spanish, English, and Portuguese, and outside of finance, I’m a studio recording artist with songs on Spotify. I’m also passionate about tennis and snowboarding, enjoying an active and creative lifestyle.”