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Rea Enrica Cruz

Professional Lecturer 4

Educational Background

BS Business Management, minor in Marketing,

Ateneo de Manila University

Rea Enrica Cruz is a professional lecturer at the De La Salle University College of Engineering, where she teaches Managerial Accounting, Industrial Organization, and Marketing for Industrial Engineers. In addition to her academic role, she is the CEO of Kingsman AEA, a start-up laundry business currently with 60 branches in the Philippines. With over 30 years of experience in senior leadership roles across various industries, including L’Oreal Philippines, Kenny Rogers Group of Companies, and Domino’s Pizza Philippines, Rea is known for her ability to drive sustainable business growth through strategic and operational excellence.

Throughout her career, Rea has excelled in turning around struggling businesses by implementing data-driven strategies, optimizing processes, and fostering a growth-focused culture. At the Kenny Rogers Group, she led the successful expansion of multiple brands, including Kenny Rogers Roasters and Seattle’s Best, and turned the business into a profitable and expanding enterprise. Her tenure at L’Oreal Philippines was marked by her leadership in expanding the brand’s portfolio, achieving profitability, and leading the brand’s growth into new categories.

Rea’s professional focus lies in developing business strategies that not only achieve profitability but also lay the foundation for long-term success. She believes in the power of people, emphasizing fairness, honesty, and sincere leadership. Her leadership style balances high-level strategic thinking with a hands-on approach to execution—qualities that have made her a highly regarded leader who is known for transforming organizations and mentoring others to succeed.

As a lecturer, Rea integrates real-world business scenarios into her teaching, ensuring students can relate academic concepts to the practical challenges they will face in their careers. Outside of work, she is passionate about children’s education and financial literacy. She believes that education is the key to a better future, and that financial independence, when achieved early, can change lives for the better.

Rea’s leadership philosophy is best captured by the words of Ralph Waldo Emerson: “To know even one life has breathed easier because you have lived. This is to have succeeded.” She strives to make a difference in the lives of those she leads and teaches, helping them grow and reach their fullest potential.

Research Interest