By: Cam Arcilla-Siddayao, Globe
Before he became Globe President and CEO, Carl R. Cruz had already mastered the art of bringing people together.
He does it with a griller.
“Whenever we travel, the girls always make sure there’s a grill,” he says, referring to his three daughters. Airbnb or not, cooking steak has become Carl’s unofficial family ritual—one that speaks volumes about the kind of leader, father, and man he is. “It’s never just about the food. It’s about presence. When we’re around the table, it’s not just a meal. It’s making memories.”
His go-to steakhouse in the Metro? Elbert’s, no contest. But it’s the road trips, sometimes opting for restaurant branches all the way in Baguio or Tagaytay over those in Metro Manila, that means the most.
“They used to ask why we’d drive so far for the same food,” Carl shares.
“Now they get it. It’s not the destination. But it’s the time, the stories, and the journey,” says the Globe chief, who loves traveling with his family.
That same philosophy now guides him at Globe. To build meaningful journeys, to trust others to take the lead, and to celebrate shared wins along the way.
A Values Match
Stepping into the CEO role, Carl found a familiar rhythm—only now, the table is much bigger.
“The principle of doing good resonates deeply with me,” he says. “It mirrors the golden rule I instilled in my children: Do unto others what you want others to do unto you. That’s the culture I’ve found at Globe and in the Ayala Group.”
For the FMCG veteran, joining the Ayala Group felt like alignment, more than a career move. “From day one, the culture felt natural—anchored on malasakit, committed to nation-building, and empowering at every level.” It echoed his parenting playbook: clarity, care, and trust.
“You don’t micro-manage your children into greatness. You give them values. You give them space.”
Lessons from Fatherhood
As a #GirlDad to three daughters, Carl credits fatherhood for shaping his leadership style more than any business school ever could.
“Parenting teaches you to listen more, react less, and celebrate growth even when it’s messy,” he says. “My home is my leadership lab.”
Carl, a girl dad to daughters Regie (leftmost), Mavie (second from right), and Gabie (rightmost)
Carl with his wife, Adiel
His own father modeled what he calls freedom within a framework. “I could stay out ‘til 4 a.m., but by 5 a.m., he’d wake me up to clean the cars.” That balance of autonomy and accountability lives on in how he leads his team today.
As a leader, Carl doesn’t aim to be the peak. “I want to be the launchpad. My goal is to enable our people to be even better than their leaders today.”
Living the Ayala Life
Carl’s story reflects how Ayala envisions life to be—one where purpose, family, and leadership don’t compete but complement each other.
He also speaks with pride about Adiel, his wife, who took early retirement to support their young family when his career brought him to Thailand. He beams when talking about their daughters, not just for their academic accolades, but “for being good, kind people.”
The lessons passed down from his father—and now to his daughters and team—remain constant:
- Trust, grounded in values
- Freedom with accountability
- Hope for the next generation
Whether he’s mentoring a team, a leader or letting his daughters plan the next family trip, Carl leads with heart and always leaves space for others to grow.
“Create the conditions for others to thrive. Then step back. That’s how you build trust. That’s how you build lasting impact,” he says.
Just like at the family table, he knows when to season, when to stir, and when to let things sizzle on their own. Sometimes, the best kind of leadership—like enjoying the perfect steak—isn’t about doing everything yourself. It’s about preparing well, stepping back, and letting others whet their appetite for a great meal.
