Ulises De la Cruz
Summary
Accomplished professional with a proven track record of driving growth in the Education and EdTech industry. Demonstrated outstanding results, with revenue and enrollments increasing by over 100%. Possesses a unique combination of experience and expertise, well-equipped to propel the organization's growth and ensure its continued success.
Overview
8
8
years of professional experience
Work History
Head of Growth LATAM
Growth Institute
Mexico City, MX (Remote)
07.2022 - Current
- Achieved 98% year-over-year revenue growth by the close of fiscal year 2023 and 167% by fiscal year 2024.
- Surpassed all-time monthly sales records 5 times within the period, maintaining gross profit margins at 71%.
- Secured an LTV: CPA ratio of 3.6x and ROAS of 6.5, reducing CPL by 20% and achieving an 11% lead-to-customer conversion rate.
- Delivered 64% year-over-year growth in annual recurring revenue by fiscal year 2023 and 78% by fiscal year 2024, maintaining a churn rate of 3%.
- Increased average sales per agent by 197%, accomplishing a 12x compensation to revenue ratio.
- Improved conversion rates by refining the sales funnel process and leveraging user analytics.
Founder
Omnistar
Carmen, Campeche, Mexico
07.2021 - Current
- Positioned Omnistar as an unparalleled contender within the working spaces landscape of Mexico's petroleum capital, Ciudad del Carmen.
- Pioneer of the pioneering concept of integrated working spaces, executive training, staffing solutions, and consultancy services, effectively filling a void in the market.
Chief Executive Officer
Da Vinci University
Mexico City, Mexico
08.2020 - 07.2021
- Achieved a 33% year-over-year revenue growth, setting an all-time monthly sales record and surpassing the previous benchmark by 42%.
- Orchestrated a 27% increase in the student body and a 48% rise in new enrollments, outperforming last year's figures.
- Devised and executed a comprehensive plan that included strategic policies, KPIs, metrics, objectives, goals, retention initiatives, and loyalty programs.
- Implemented digital management and collaborative tools to bolster productivity.
- Pioneered the creation of key departments such as instructional design, new product development, digital media, and continuing education.
- Initiated and led negotiations with Educa EdTech Group, resulting in the successful acquisition of the university I represented.
Director of Continuing Education
SAE Institute Mexico & Artek Institute
Mexico City, Mexico
10.2018 - 08.2020
- Designed and implemented organizational structures for SAE and Artek.
- Optimized sales team performance using variable compensation strategies, pricing expertise, and marketing budget allocation.
- Achieved a 123% year-over-year growth for SAE in 2019, with a 134% increase in student enrollment and a 6% dropout rate.
- Spearheaded annual planning for continuing education programs.
- Ensured seamless offering, launch, and oversight of operational and academic metrics, KPIs, and performance indicators.
- Secured a 286% increase in student enrollment for Artek during the initial semester of 2020, surpassing the previous year's figures for the same period.
- Organized conferences and seminars featuring renowned experts in various fields as guest speakers to further enrich educational experiences for participants.
Director of Liaison and Executive Education
Tecmilenio University
Queretaro, MX
02.2017 - 10.2018
- Achieved an 18% surge in bachelor’s degree enrollments and a 17% growth in master’s programs during Q3 of 2018 compared to the previous year.
- Cemented the success of the inaugural cohorts of Industrial Engineers and MBA students in the Saturday modality.
- Elevated team efficiency from 58% to 116% during my tenure.
- Successfully secured sales for various continuing education programs, catering to both individual consumers (B2C) and corporate clients (B2B), with offerings on-campus and in-company.
- Attracted participation from cohorts of up to 70 collaborators.
- Managed a team of 8 direct reports, including a Continuing Education Coordinator, Language Coordinator, 3 consultants, and 3 executives.
- Developed strong public relations with a diverse range of organizations, chambers, and associations in both the public and private sectors.
National Liaison Coordinator
Tecmilenio University
Monterrey, MX
01.2017 - 02.2018
- Achieved an 11% year-over-year growth in national enrollment within the adult education market for 2018, resulting in 3,256 new students.
- Provided high-level support to senior management, including consulting, auditing, targeted training, KPI tracking, and hands-on campus operations as needed.
- Managed a network of 67 employees across the nation, including 38 consultants and 29 executives, in an indirect span of control.
- Facilitated seamless communication between internal teams and external partners through the creation of detailed guidelines and procedures.
- Managed multiple concurrent projects, prioritizing tasks based on urgency and importance for optimal time management.
Education
Master in Energy Management and its Renewable Sources - Energy Management
Monterrey Institute of Technology & Higher Education (ITESM)
Queretaro City, Queretaro, Mexico06.2020
International Master of Business Administration (MBA) - International Business Management
Lingnan (University) College, Sun Yat Sen University/ Massachusetts Institute of Technology (MIT)
Guangzhou, Guangdong, China06.2014
Bachelor of Business Administration - Business Administration And Management
University of The Southwest
Hobbs, New Mexico, USA12.2009
Skills
- Sales technology
- Data-driven decision-making
- Customer acquisition strategies
- Sales funnel & pipeline management
- CRM proficiency
- Negotiation expertise
- Pricing strategy
- Sales & marketing operations efficiency
- Collaborative Problem-Solving
- Sales process optimization
- Revenue Growth
- Sales training and leadership
- Digital Transformation
- Online sales techniques
- Content Strategy Development
- Key Account Management
Languages
English (Bilingual)
Bilingual or Proficient (C2)
Spanish (Native)
Bilingual or Proficient (C2)
Chinese
Beginner (A1)
French
Beginner (A1)
Lifelonglearning
- Inbound Sales & Sales hub Software Certification, Hubspot, 2024
- C-Suite leadership, Growth Institute, 2023
- Scaling Up Master Class, Growth Institute, 2023
- Certificate in Agile Project Management, Google, 2022
- Certificate in Entrepreneurship and Digital Transformation, Munich University of Applied Sciences, 2022
- Certificate in Positive Organizations, Tecmilenio University, 2018
- Certificate in Foundations of the Positive Psychology, Tecmilenio University, 2017
- Transformational leadership workshop, Monterrey Institute of Technology & Higher Education, 2018
OTHER WORK EXPERIENCE
Mentor at Unknown Group | Netherlands
Empowerment program: specializing in Fintech and Edtech companies
Lecturer at Banking and Business School | Mexico
Sales, marketing, leadership, management, and finance
Timeline
Head of Growth LATAM
Growth Institute
07.2022 - Current
Founder
Omnistar
07.2021 - Current
Chief Executive Officer
Da Vinci University
08.2020 - 07.2021
Director of Continuing Education
SAE Institute Mexico & Artek Institute
10.2018 - 08.2020
Director of Liaison and Executive Education
Tecmilenio University
02.2017 - 10.2018
National Liaison Coordinator
Tecmilenio University
01.2017 - 02.2018
Master in Energy Management and its Renewable Sources - Energy Management
Monterrey Institute of Technology & Higher Education (ITESM)
International Master of Business Administration (MBA) - International Business Management
Lingnan (University) College, Sun Yat Sen University/ Massachusetts Institute of Technology (MIT)
Bachelor of Business Administration - Business Administration And Management
University of The Southwest