Product leadership for complex industries
Building digital products where operations, data, and business outcomes meet.
I help organizations turn ambitious ideas into reliable platforms, from aviation and energy to construction, fintech, and enterprise transformation.
What I do
Translate complexity into products people can actually run.
My work sits at the intersection of product strategy, technical execution, and operational reality. I bring structure to ambiguous initiatives, align teams around measurable outcomes, and help leaders make practical decisions when the product is tied to real-world workflows.
Selected work
Experience across high-stakes digital systems.
Aviation
Operational platforms for aviation teams
Product direction for systems where reliability, coordination, and decision speed matter.View aviation evidenceConstruction
Field-to-office workflow modernization
Digital tools that connect project visibility, team execution, and practical jobsite realities.View construction evidenceEnergy
Data products for asset-heavy operations
Product thinking for environments where physical systems, compliance, and data quality all intersect.View energy evidenceFintech
Financial product experiences built on trust
Platform work that balances usability, governance, and business performance.View fintech evidenceEvidence by industry
Specific project details for recruiters and clients.
A polished homepage should still give visitors enough signal to decide whether your background matches the problem they need solved. These sections keep the proof close, scannable, and easy to link.
Construction | a global construction materials company
B2B client onboarding and global ecommerce enablement
- Scope
- Designed and launched a multi-market onboarding experience for the construction materials company’s digital sales platform.
- Challenge
- Aligned teams across the US, LATAM, Europe, and the Middle East while migrating authentication from a legacy identity platform to a cloud identity platform.
- Result
- Delivered a scalable, localized product with internal support tools for staff and consistent onboarding across regions.
- B2B customer onboarding product ownership
- Enterprise authentication and access configuration
- ERP integration through cloud middleware
- Client and internal user support consoles
Aviation | a U.S. airline
Loyalty experience improvements inside a mobile app
- Scope
- Led enhancements to the loyalty experience, including UX improvements, benefit visibility, and clearer calls to action.
- Challenge
- Improved engagement and feature discoverability without relying on backend system changes.
- Result
- Introduced higher-visibility loyalty triggers and set the foundation for deeper marketing automation.
- Mobile product ownership
- Loyalty feature discovery and engagement
- Cross-functional requirements translation
- Delivery across business, design, and engineering teams
Financial services | a financial services engagement
Credit middleware integration and real-time prequalification
- Scope
- Mapped and validated integrations between internal systems and credit bureaus including major credit bureaus.
- Challenge
- Clarified API responses and aligned middleware logic for credit scoring and prequalification flows.
- Result
- Improved integration accuracy and reduced friction in the customer credit flow.
- API response mapping and validation
- Credit bureau integration analysis
- Prequalification workflow design
- Business, technical, and compliance stakeholder alignment
Energy | Utility and petroleum operations
Asset data mapping, legacy decommissioning, and lab systems
- Scope
- Documented data flows between ARCOS and legacy systems, and built tools for inventory and reporting in petroleum lab environments.
- Challenge
- Preserved critical asset data across transformers, poles, lines, and maintenance workflows during platform transition.
- Result
- Reduced transition risk with clean integration maps, dependency documentation, and safer shutdown of outdated systems.
- ARCOS and legacy system dependency mapping
- Energy asset data integration planning
- Legacy system decommissioning enablement
- Laboratory inventory and reporting applications
Operating style
Clear strategy, practical execution, durable teams.
Frame the real problem
I start by separating business goals, user needs, system constraints, and organizational assumptions.
Make decisions visible
Strong products need shared language: tradeoffs, metrics, roadmaps, risks, and delivery intent.
Build for adoption
The product only works when people trust it, understand it, and can fit it into the way work actually happens.
Short bio
Jose Luis Cruz is a product and technology leader with more than two decades of experience building digital products across aviation, construction, energy, fintech, and enterprise operations. His work focuses on translating complex business environments into clear product strategy, practical execution, and durable systems that teams can trust.
Let’s connect
Looking for product leadership with range and operational depth?
I’m interested in product leadership, advisory, and transformation work where technology has to create measurable business value.