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Meet Victor Cruz of in Marblehead

Today we’d like to introduce you to Victor Cruz.

Victor, can you briefly walk us through your story – how you started and how you got to where you are today.
I moved to Boston with the New Wave rock band, “It Play.” We had opening acts with Billy Idol, New Order, INEX and Modern English and appeared on a few compilation records when those things were vinyl. Got my first taste of PR when I worked for The Interface Group, producers of Comdex, the computer industry’s largest tradeshow at the time, attracting 100,000. I managed the press rooms and got to meet hundreds of US and Euro journos. Those connections would serve me well down the road. After working six years for PR agencies I founded, a network of independent writers offering PR services, in 2000. I also founded Touring Society to organize motorcycle tours in Europe, California and the southwest. Although our business clients are mostly tech startups in the DevOps and security space, we’ve seen more interest coming in from marketing automation and mobile-related vendors.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Yes, the wolf was at my door in 2010 when two CPAs advised me to literally lay myself off. Our cash reserves dropped to practically a cipher. I was going through a divorce and house sale. I was also undergoing spinal surgery for a life-long herniated disc problem. For six months I collected unemployment benefits via my S-1 corp filing status but the agency never stopped working. The economy had nothing to do with it. Boston has always had a strong tech ecosystem with unlimited opportunities. But natural attrition happens; when there’s change at the top (new CEO, new CMO, new VP of Marketing) the incumbent agency is usually let go. But I’ve benefited from being on the opposite side of regime change too.

So let’s switch gears a bit and go into the story. Tell us more about the business.
We only care about generating market attention for our clients. These are small startups that ache for credibility. They have vision but no market awareness. We take them out on road shows to introduce them to influencers. We write up their stories and find receptive audiences for them. We like to offer CEOs a platform to air their convictions. We generate a lot of content (thought leadership, white papers, blogs, news, social) and take it to market.

Has luck played a meaningful role in your life and business?
We have been blessed by excellent word-of-mouth client referrals. There is no way I could survive without it. People never forget great service.


  • We start client engagements at $3000 per month.

Contact Info:

Image Credit:
Forrester Research

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