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Alex Cruz is Lecturer in the Marketing Department. He started his professional career with American Airlines in a variety of management roles in Dallas, and afterwards, London.  Later on, he become a partner at Arthur D. Little, run his own aviation consulting company and finally became partner leader of the aviation practice at Accenture.  As a consultant, he led projects with many airlines and airline suppliers around the world.

In 2006, he started Clickair and grew it to 26 A320s and 58 Europe-wide routes. In 2009, he successfully merged Clickair with Vueling, turning Vueling into one of Europe’s most profitable companies, a $2B company transporting 22 million passengers annually on 100 aircraft over more than 400 routes throughout Europe and North Africa.

On November 2015, he was appointed as the next Chief Executive and Chairman of British Airways, to begin in April 2016, replacing Keith Williams. On April 2021, he left British Airways where he had been serving as chairman since late 2020.