Cruz appointed So Cal Region President of Verizon Wireless.

Luis Cruz has been tapped to serve as president of the company’s Southern California Region, which extends from Ventura County in the north to Riverside County in the east and San Diego County in the south. As the first Latino to head the region, Cruz is responsible for the strategic direction, sales and overall operations for Verizon Wireless in southern California. He is based at the company’s Southern California Region Headquarters in Irvine, California.

Previously, Cruz served as Verizon Wireless’ president-Central Texas Region since 2004. He began his wireless career in 1988 as a business development analyst with PacTel Cellular in San Diego, California. Since then he has held a series of strategic assignments for Verizon Wireless, leading national distribution planning, marketing programs, indirect sales channel and retail distribution strategy. Luis also served on an international team responsible for winning the national paging license in Spain for Pacific Telesis International.