1. RICHARD CRUZ, MBA
4055 W. 149th Street, Midlothian, IL 60445 • 708-297-1535
richardjacruz@comcast.net
www.linkedin.com/in/richardjacruz
MARKETING MANAGER / CREATIVE DIRECTOR: Providing comprehensive services in marketing strategy
and operations management. Expertise in web content management, visual communications, operations and
project mangement, product and services marketing, and SEM / SEO.
PROFESSIONAL SUMMARY AND SELECTED ACCOMPLISHMENTS
INDIANA BOTANIC GARDENS, INC. (BOTANIC CHOICE), Hobart, IN 2011 – Present
One of America’s foremost retailers and wholesalers of vitamins and nutritional supplements since 1910.
Web Content and Internet Marketing Manager
Manage all aspects of multimillion-dollar web marketing P&L including management of all content on the main
website, microsites, blog, landing pages, social media; of all channels including comparison shopping engines,
PPC, and affiliates; and of all development and SEO operations and projects.
• Improved organic search traffic according to Google Analytics by 80% in 2012 over both 2011 and 2010,
improved overall traffic by 20%, and increased revenues by 6% through improving SEO according to
Google and Bing documentation and industry best practices.
• Led initiative to redesign and improve website look and infrastructure including enhancing online search.
Managed project including developing scope and requirements documentation and managing in-house and
procured resources to deliver a superior web presence on time and within budget ultimately saving the
company $25,000 annually over past operations for site search and improved design control flexibility,
SEO, and conversion potential.
• Successfully implemented a new blog which outperforms former content tactics for driving traffic by 800%
and increased brand awareness, web traffic, and improved social sharing by 123%.
• Author and manage marketing plans which have already resulted in lower costs by 6% and reinvestment of
other savings into money-making activities for acquisition and retention improving top-line sales while
maintaining a healthy bottom line by analyzing past data and current market trends from custom reports.
• Coordinate and supervise a matrix staff of 2-5 employees and all vendors for operations and projects
including web development, content production, email acquisition, IT infrastructure, and reporting.
SELF EMPLOYED, Midlothian, IL 2005 – Present
Consulting with small businesses and professionals on how to better market and manage their business
utilizing search engine optimization (SEO), strategies in print and web, digital graphics, and social networks.
Independent Consultant
Assist companies with developing and implementing SEO and content marketing strategies involving blogging,
social media, content syndication, and information products including e-books, videos, and whitepapers.
• Developed over 60 websites / blogs for client over a broad range of industries.
• Create business plans including detailed analysis of current operations, SWOT analysis, competitive
analysis, recommended strategies, and tactics to achieve strategic goals, and schedules to achieve
benchmarks with clients.
BEHOLD! SIGNS AND GRAPHIC SOLUTIONS, Midlothian, IL 2006 – 2009
Full-service sign, banner, and trade show graphics company specializing in large-format digital printing.
General Manager / CEO
Led day-to-day operation, marketing, and revenue growth. Managed full-time staff of two employees, with a
matrix staff of two employees and/or contractors.
• Initiated and developed marketing, operations, human resources, and sales systems.
• Grew second year sales by 70%.

2. RICHARD CRUZ, MBA Page 2
• Achieved top 5% sales growth rate among new companies within Signworld organization, and received the
Business Ledger’s Entrepreneurial Excellence Award in 2008.

3. RICHARD CRUZ, MBA Page 3
GIA PUBLICATIONS, INC., Chicago, IL 2001 – 2006
Leading publisher of Catholic hymnals, Christian sheet music and recordings, and music education products.
Associate Marketing Director
Coordinated trade show events, strategized catalog and marketing collateral design and layout, and conducted
inside and outside sales management. Managed matrix staff of 30.
• Instrumental in the launch of five flagship products including books, CDs, licensing for reprints, and online
planning software generating over 20% of the annual revenue and creating a large market share.
• Led the marketing of over 10,000 publications and individual products through, direct marketing
techniques, and employing web and print tactics with sales exceeding $5 million annually for the company.
• Coordinated trade shows and spearheaded innovative sales initiatives. Designed booths and visual
communications contributing to consistent record-breaking sales at more than 25 national conventions
annually including the first $100,000 weekend in the history of the company.
SAM ASH MUSIC, Burbank, IL 1998 – 2001
One of the nation’s largest retailers of musical instruments and related gear for more than 85 years.
Operations Manager / Regional IT Trainer
Managed day-to-day operations including shipping and receiving, recruitment and training of staff, cycle counts
and cash-flow management. Oversaw staff of 25.
• Opened three stores in the Chicagoland area within 18 months.
• Trained sales staff and cashiers on customer service and sales techniques, and quickly created
average revenue of $5.5 million annually per store managing inventories of nearly $2 million per store.
• Improved inventory control processes by training sales and management staff on the use of new CRM and
SCM functions, implemented cycle count system and security measures resulting in the reduction of shrink
levels while improving the accounting of the inventory control system by 10%.
EDUCATION
CAPELLA UNIVERSITY, Minneapolis, MN
MBA 2005
UNIVERSITY OF CHICAGO, Chicago, IL
B.A., Visual Arts 1998
LEADERSHIP EXPERIENCE
Committee Member, Den Leader, Assistant Cubmaster — Boy Scout Troop / Cub Scout Pack 358
MeetUp Captain, Chicago Southland — American Marketing Association
Secretary — Crestwood Chamber of Commerce
Non-Profit Board Member — Flutes Unlimited! Flute Ensemble, Chicago, IL
PROFESSIONAL TRAINING
MicroTrain Project Management, Lean Six Sigma Green Belt, Business Analysis Training (2010)
The Growth Coach Strategic Mindset Coaching and Training (2007-2009)
COMPUTER SKILLS
Windows and Mac formats. Adobe Creative Suite Design Premium, CorelDraw Graphics Suite, Microsoft
Project, Microsoft Office Suite, Dreamweaver, WordPress, Camtasia, HTML, SEO techniques, Social Media,
Google Analytics, Quickbooks, Ecometry / EEM / RedPrairie, Ableton Live