Alex Cruz

Director of Product
MaleLive in United KingdomNationality United Kingdom
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Work experience

  • Director, Product Management

    Cisco ThousandEyes
    2022.02-Current(4 years)
    First PM in EMEA; built and scaled a globally distributed PM team, mentoring across functions and supporting Cisco’s WIN++ (Women’s Inventor Network) to foster inclusive innovation. Defined and executed the vision and roadmap for Digital Experience Monitoring (DEM), helping grow adoption across Fortune 100 enterprises and scale the business more than 50× during integration into Cisco. Partnered with engineering, UX, and AI/ML teams to deliver patented innovations in root cause analysis and anomaly detection, cutting mean time to resolution for complex issues. Played a central role in post-acquisition integration of ThousandEyes into Cisco, aligning product strategy, go-to-market, and operations while preserving startup velocity inside a large enterprise. Integrated ThousandEyes data into the Cisco AI Assistant for IT Operations, ensuring LLM-driven troubleshooting could provide precise, context-aware insights. Established a Customer Advisory Board and led executive briefings, turning feedback into roadmap alignment and accelerating enterprise adoption. Led cross-functional workshops on generative AI in IT observability, resulting in Connected Devices telemetry being included in Cisco’s AI roadmap. Served as a spokesperson for Cisco, translating complex observability concepts into customer-ready narratives across podcasts, analyst briefings, and press.
  • Group Tech Director

    C4L Group
    2020.02-2022.09(3 years)
    Directed product management and technology strategy for this data center connectivity and cloud services provider, overseeing a team of ~25 staff (including a 24/7 Network Operations Center with 10 engineers). Responded to a critical threat of DDoS attacks by implementing a new managed DDoS Protection service, which reduced at-risk customer churn by ~15% and generated additional revenue (~10% uplift). Achieved ~35% adoption of the service among existing customers, and included DDoS protection as a standard feature for all new customers. Optimized operations and infrastructure, implementing efficiency improvements that cut operating expenses by ~12%, improving overall profitability. Mentored technical teams and introduced a Customer Advisory Board to align the product roadmap with client needs, fostering better customer engagement and feedback loops. Outcome: Contributed to the company’s successful acquisition in 2016 (details confidential).
  • Product Lead, Web Application Security

    Cloudflare
    2017.07-2020.02(3 years)
    Defined the vision, strategy, and roadmap for Cloudflare’s SaaS Web Application Firewall (WAF) and related security products, focusing on hyper-growth and market differentiation. Achieved ~5× product revenue growth (reaching well into nine figures in annual revenue) and broad enterprise adoption during tenure, contributing to Cloudflare’s successful IPO. Engaged with industry analysts (e.g. Gartner, Forrester), helping elevate Cloudflare’s WAF to “Challenger” and later leading positions in analyst evaluations. Influenced product capabilities that earned leader recognition in the Gartner Magic Quadrant and Forrester Wave for web security. Drove major product innovations, including the development of Firewall Analytics (a GraphQL-powered analytics platform now standard across Cloudflare’s products) for improved customer insight. Led the design and launch of Cloudflare’s next-generation Firewall Rules engine and initiated the concept for Cloudflare’s bot mitigation solution leveraging AI/ML – aimed at eliminating CAPTCHAs-leveraging Cloudflare’s extensive data. Co-inventor on 2 patents related to web security: one for using data to assess firewall rule impact and another for an innovative rules engine executing at the network edge. Partnered with legal and compliance teams to ensure Cloudflare’s security offerings met GDPR and other regulatory standards (e.g. achieved ISO 27001 and SOC 2 compliance). Worked closely with Fortune 100 customers and start-ups alike to gather feedback and refine product features, directly influencing roadmap priorities and improving customer satisfaction.
  • VP, Cloud Services

    NSFOCUS, inc,
    2015.11-2017.07(2 years)
    Developed a three-year business plan and global product strategy to deliver hybrid-cloud security solutions utilizing NSFOCUS’s portfolio (focused on DDoS mitigation and cloud firewall services), securing executive approval and funding. Assembled and led a high-performance global team (peaking at 75 members) to rapidly build and launch a new cloud-based DDoS mitigation platform for the EMEA region within four months of project kickoff. Exceeded key business objectives, driving an ~18% increase in global revenue and a 35% expansion in the sales pipeline within six months of launch. Achieved multi-million-pound contracted revenues in the first year and onboarded ~20 enterprise customers (names confidential) in that period. Managed end-to-end service delivery and customer support for both hardware appliances and new cloud services, including full P&L responsibility for the cloud business unit (operational budget ~$12M). Expanded routes-to-market from a direct-only model to a channel-friendly approach, establishing partnerships with major data center and connectivity providers to broaden market reach and accelerate growth.
  • CEO

    NetSumo
    2005.01-2014.06(9 years)
    Founded and grew a managed network services company from the ground up, scaling to ~40 employees and a global client base. The company provided outsourced 24/7 Network Operations Center (NOC) services and infrastructure management for ISPs and enterprises, effectively removing the barrier to entry for clients needing round-the-clock support. Achieved steady year-over-year growth and strong client satisfaction, establishing NetSumo as a reputable provider in the industry. Led the business through to a successful acquisition in 2014 (after 9 years of independent growth), overseeing all aspects from initial startup phases to exit.
  • Technical Director

    4u-Networks
    2003.07-2004.12(a year)
    MSP, specifically focused on Dedicated Servers in Online Gaming and Hosting. Created one of the first automated provisioning platform for Dedicated Server providers in the UK.
  • Network Architect

    Access11
    2002.02-2003.12(2 years)
    Designed and maintained Networks and Systems, delivering IP transit, hosting and VoIP.
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