The comeback kid: How destiny led Carl Cruz to Globe's top spot

Carl Cruz had a choice: stay comfortable or seek a new challenge. After three decades building a successful career in the fast-moving consumer goods (FMCG) industry, he chose the latter, venturing into the world of telecommunications.

- CHINO S. LEYCO

"What's there to prove?" This was the question his family posed when he announced his plan to move back to Manila and take the helm of Globe Telecom. But for Cruz, it wasn't about ego or proving a point; it was about impact.

"I've been wanting to move to telco for some time now," Cruz shared in an interview with Manila Bulletin. "From my own perspective, it has a more profound impact on the daily lives of anyone, especially Filipinos."

This conviction, rooted in the desire to contribute to something more fundamental to everyday life, became a guiding principle throughout his career.

Cruz's journey in FMCG started right after college in 1992 at Unilever Philippines. He then gained international experience through roles at the company's operations in Thailand (2004-2006) and India (2006-2009).

From 2009 to 2016, Cruz returned to Manila before his career at Unilever reached executive levels from 2016 to 2023, as he led operations in Sri Lanka and later managed the entire West Africa region, including Nigeria.

While acknowledging Unilever's daily impact on consumers, he pointed out that the influence of telecommunications connectivity was different and far more extensive.

Therefore, Cruz understood the immense responsibility of leading Globe, one of the country's most influential companies, during a period when digital connectivity penetrates every aspect of life, from communication and commerce to education and healthcare.

"Ibang level, to my mind, ang telecom [Telecom is on a different level, to my mind]," he declared.

The allure of Globe

But his move to telco wasn't a sudden decision. In fact, as far back as 2010, Cruz had a contract offer from Globe to head their sales division. But the timing wasn't right then for him.