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
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
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
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
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
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
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
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