Join our newsletter! Our community insights, global commerce perspectives, sent to your inbox every Weekend: https://evolvecommunity.beehiiv.com/subscribe
Want to join the #01 community of senior commerce leaders spanning 43 markets? Request your application today: https://www.evolve-community.com/
In this episode our host Edilsa Bueno, talks with Richie Cruz..
Culture is at the center of everything Richie Cruz does. Growing up Latino in New York City gave him a front-row seat to the collision of ideas, identities, and influences that would later define his career. From early agency roles to leading campaigns at iconic brands, Richie developed a reputation for blending commercial success with cultural impact. In this episode, he opens up about navigating a career during the Great Recession, why cultural fluency is essential for effective branding, and how you can engage with culture without feeling performative.
Richie Cruz is the co-founder of JBRC Co., a brand consultancy and idea studio building a culture-first mindset. Previously, he held marketing leadership roles at PepsiCo, Foot Locker, Inc., and The SpringHill Company, where his work earned recognition from Effies, Clio Awards, Cannes Lions, and more. He also serves on the advisory board of Camping to Connect, a nonprofit that provides transformative outdoor experiences for youth.
For more on his brand work, check out https://www.linkedin.com/company/jbrc_co/.
👉 Don’t forget to like, subscribe, and leave a review if you enjoyed this episode!