Ana Cruz

Dr. Ana Cruz is a multiple-award winning marketer with over 20 years of international experience. She has worked for the Waste Action Program (WRAP UK), TATA Steel Europe and Smurfit Kappa among other international companies. Her expertise encompasses digital marketing, brand strategy and marketing strategy, AI in education, product and service design across diverse sectors, including private, non-profit, construction, packaging, events, sustainability, services, and education.

Dr. Cruz is an Associate Professor at the University of York Europe Campus. She has served as a judge for the GOMAC (Global Online Marketing Challenge) and the Construction Marketing Awards in the UK. Dr. Cruz is also the co-editor of the book Digital and Social Media Marketing – A Results Driven Approach, now in its third edition. The book has been adopted by multiple universities and institutions around the world for teaching and learning purposes in digital marketing degrees. She is also the co-editor of the forthcoming book Strategic Digital Transformation, now in its second edition. She is a Fellow Advance HE, passionate about education and marketing.

Ana’s contribution to the field of marketing and branding has been recognized with over 7 marketing awards in the UK. Awards include:

2008 – B2B Marketing Award (UK), runner-up best product launch.
2008 – Chartered Institute for Waste Management’s award (UK), winner for Sustainable Product Development of the Year.
2006 – Budma construction exhibition award (Poland), winner in the category of best stand.
2006 – B2B marketing awards (UK), runner up of the in the category of best internal branding.
2006 – Economic Science and Research (ESRC) award, runner up in the category of innovation.
2005 – British Academy of Management conference award, winner in the knowledge and learning track. Said Business School, University of Oxford, UK.
2004 – Construction Marketing Awards (UK), winner in the category of Best Technical literature.

• Integrated Marketing Communications
• Developing and Managing Corporate Identity
• Strategic Brand Management
• Festivals and Events Management
• Digital Marketing
• Public Relations Strategies
• Developing Market Presence
• Hotel and Hospitality Management
• Managing Service Quality
• Principles of Marketing
• Strategic Marketing

• Brand strategy
• B2B branding
• Marketing Strategy
• Marketing Communications
• Reputation management
• Personal Branding
• Brand building through social media
• Viral content
• Social media
• Green marketing
• Sustainability
• Digital Transformation and AI

Books and Book Editor

Fenton, A., Fletcher, G., Griffiths, M. & Cruz, A. (Eds.). (2025). Strategic digital transformation: A results-driven approach. 2nd ed. Routledge. Forthcoming.

Heinze, A., G. Fletcher, A. Cruz., & Fenton, A. (Eds). (2024) Digital and Social Media Marketing: A Results-Driven Approach, 3rd ed. Routledge

Heinze, A., G. Fletcher, A. Cruz., & Rashid, T. (Eds). (2020) Digital and Social Media Marketing: A Results-Driven Approach, 2nd ed. Routledge

Heinze, A., G. Fletcher, A. Cruz., & Rashid, T. (Eds). (2016) Digital and Social Media Marketing: A Results-Driven Approach, 1st ed. Routledge

Chapters in books

Cruz, A. & Touliatos, G (2025) Securability and Cybersecurity in Fenton, A., Fletcher, G., Griffiths, M. & Cruz, A. (Eds.). (2025). Strategic digital transformation: A results-driven approach. 2nd ed. Routledge. Chap. 17 Forthcoming.

Cruz, A. & Chen, Y (2025) Digital transformation in services in Fenton, A., Fletcher, G., Griffiths, M. & Cruz, A. (Eds.). (2025). Strategic digital transformation: A results-driven approach. 2nd ed. Routledge. Chap. 22 Forthcoming.

Gallagher, K., Fenton, A., Heinze, A., & Cruz, A.  (2025) Conducting a competitor analysis in the digital age in Fenton, A., Fletcher, G., Griffiths, M. & Cruz, A. (Eds.). (2025). Strategic digital transformation: A results-driven approach. 2nd ed. Routledge. Chap. 10 Forthcoming.

Kane, S, K., Heinze, A., & Cruz, A.  (2025) Understanding your stakeholders in Fenton, A., Fletcher, G., Griffiths, M. & Cruz, A. (Eds.). (2025). Strategic digital transformation: A results-driven approach. 2nd ed. Routledge. Chap. 11 Forthcoming.

Cruz, A., Heinze, A. & Slavova, M  (2024) Unleashing growth with stakeholder-centric perspectives in Digital and Social MediaMarketing: A Results-Driven Approach., A. Heinze, G. Fletcher.,  A. Cruz & Fenton, A. Eds, Routledge, chap. 2, 2024

Heinze, A., Cruz, A. & Slavova, M  (2024) Horizon scanning for insights in Digital and Social Media

Marketing: A Results-Driven Approach., A. Heinze, G. Fletcher.,  A. Cruz & Fenton, A. Eds, Routledge, chap. 3,2024.

Cruz, A. & Heinze, A (2024) Developing a stakeholder value persona in Digital and Social Media

Marketing: A Results-Driven Approach., A. Heinze, G. Fletcher.,  A. Cruz & Fenton, A. Eds, Routledge, chap. 4,2024.

Cruz,A. & Heinze, A   (2024) The marketing landscape: strategy and business models in Digital and Social Media Marketing: A Results-Driven Approach., A. Heinze, G. Fletcher.,  A. Cruz & Fenton, A. Eds, Routledge, chap. 5, 2024.

Cruz,A. & Karatzas, S  (2024) Building an irresistible digital presence in Digital and Social Media

Marketing: A Results-Driven Approach., A. Heinze, G. Fletcher.,  A. Cruz & Fenton, A. Eds, Routledge, chap. 10, 2024.

Cruz,A. & Fenton, A  (2024) The art of influencer marketing in Digital and Social Media Marketing: A Results-Driven Approach., A. Heinze, G. Fletcher.,  A. Cruz & Fenton, A. Eds, Routledge, chap. 11, 2024.

Presentation at a conference with proceedings

Cruz, A., Fenton, A., Fletcher, G. & Heinze., A. (2023) Using Netnography to Develop Stakeholder Value Personas., Netnocon conference. 2023. Manchester, United Kingdom.

Todorova, M & Cruz, A. (2022) Exploring ethical consumption in the fashion industry: the case of Bulgaria. SBS summer conference. Global Pasts, Presents and Futures; Actors, Institutions and Ideas in an Uncertain World. University of York.

Cruz, A. (2022) Enhancing student’s digital skills to enhance employability.  Teaching and Learning conference. UK University of York.

Boicu, M., Cruz, A. and Karamanos, A. (2015) The influence of online reviews on brand equity of smartphones and tablets in Romania. 3 rd Strategica International Academic Conference organized by the College of Management, from the National University of Political Studies and Public Administration in Romania (NUPSPA) in partnership with the National Bank of Romania.

Stan, R. and Cruz, A. (2015) E motions – drivers of online viral content characteristics of viral blog articles in Romania. 3rd Strategica International Academic Conference organized by the College of Management, from the National University of Political Studies and Public Administration in Romania (NUPSPA) in partnership with the National Bank of Romania.

Cruz, A (2015) Viral Videos: enhancing Students’ digital literacy skills and employability. U niversity of Sheffield 9th Teaching and Learning conference. Conference proceedings. UK.

Cruz, A (2014) Engaging students’ learning experience through video projects. University of Sheffield 8th Teaching and Learning conference. Conference proceedings. UK.

Cruz, A (2004) Organisational Learning in the context of internal networks. British Academy of Management conference proceedings. UK