Stand Out Student

^On paper, Jaime Cruz seems like a typical Bauer College undergrad: He’s a first-generation student from a small town in Texas, and on Mondays and Wednesdays, he wears one of those iconic blue blazers from the A.R. "Tony" and Maria J. Sanchez Program for Excellence in Selling (PES).

But when you get a chance to sit down and talk with the marketing junior, he jumps off the page.

Born and raised in the farming and ranching town of Uvalde, TX, Cruz is a first-generation American and says his story is that of a typical immigrant family.

“My parents moved here for a better life,” he said. “They worked hard, and I’m so grateful for every opportunity they gave me."

One of those opportunities: the chance to attend Bauer College.

Even before Cruz could make the nearly 300-mile drive to southeast Houston, he was faced with an unimaginable tragedy, as his beloved hometown faced the horror and aftermath of a school shooting. Months later, when he came to campus, Cruz continued to triumph through challenge and now has successfully completed his undergraduate degree.

^Q: You’ve been part of a community network before you came to Bauer. Tell us about growing up.

“I grew up in a small town in the Hill Country called Uvalde, Texas, where everyone knows everyone. By second or third grade, my parents had done all they could to help me with school. They always preached the importance of education, so I started seeking resources and support on my own.

While I always had support back home, I knew I needed to find guidance outside of that, too, and make sure I was doing what I wanted not just for myself, but also to honor the sacrifices my parents made.

My friends and the community played a big role as I began exploring college. I had no idea how to choose a major or apply for FAFSA. Growing up in that environment gave me the foundation of networking and building community long before I ever knew what a business major was or what a balance sheet looked like.”

“The hard stuff is what keeps me going.”
Jaime Cruz, Marketing Junior

^Q: You were just days away from graduating high school when the Uvalde school shooting occurred. What was that like for you as a community member, a student leader and someone preparing to go to college?

“It happened on May 24, 2022, a Tuesday. I was graduating that Friday. It was senior week, and we were at a local park for our field day just blocks away. Suddenly, everything became a blur. We were rushed onto buses. No one knew what was happening. People were yelling and running.

As a student officer, I was brought in to meet with the superintendent and school board. They asked us what we wanted to do about graduation. We all wanted to be recognized for our achievements, but we also knew we needed to support our community and our classmates.

My friends and I talked about how to care for others while also caring for ourselves. We decided we would still go to college and chase our dreams, but we also committed to checking in with one another by phone calls and text messages frequently, if not daily.

^Q: Tell us about how you got involved at Bauer and found your way into the Program for Excellence in Selling.

“I wasn’t originally a business major, but I quickly realized I was in a similar situation as back home. I had some resources, but not enough to reach my full potential.

I switched to business, and everything changed. I was challenged right away. I didn’t have much of a business background, so I sought out tutoring, mentors, student orgs and eventually landed in the Program for Excellence in Selling after hearing an alumnus of the program speak on a panel.”

^Q: You earned a single year, full-ride scholarship from Service Corporation VP and Chief Sales Officer Gerry Heard while in PES. Tell us about the moment.

“Even before I stepped on campus, I was asking: ‘How are we going to pay for this?’ I saw the worry on my parents’ faces. They were making the biggest sacrifices, and my siblings were, too. When I learned about the scholarship, I asked for help. One of the assistant program managers was a recipient of many other scholarships, and he helped me shape my story. We worked back and forth until it was perfect.

When I finally submitted the application, I had to wait two weeks, the longest wait of my life. During our end-of-year banquet, my picture showed up on the screen with the announcement that I won. It was overwhelming. All I could think was I get to go home and tell my parents, ‘It’s covered.’

That feeling, taking that weight off their shoulders, was priceless.”

^Q: What has kept you motivated through the hardest parts of your journey at Bauer?

“Honestly, the hard stuff is what keeps me going.

In the first week of PES, you stand in front of the class and handle objections like you would in real sales scenarios. I didn’t make it past the first rounds. It was discouraging but I took it as motivation and added it to my list of things to work on.

Every day I’m discovering new tools and tricks I didn’t have before. I set small goals, check things off and keep building. I have no choice but to be successful; it’s just my nature.”

^Q: What’s next for you?

“In the immediate future I’m continuing as an assistant program manager in PES. It means a lot to give back to the program that gave me so much.

Beyond that, I’ll reach my goal of walking across the stage in Spring 2026 with my parents in the audience.

Then, I want to explore. I don’t know where I’ll end up, but I know there’s a world of opportunities out there, and I plan to knock on every door.”

Personal Connections

When asked who helped him most in PES, Jaime Cruz can’t pick just one name. “It’s like asking someone to choose their favorite song,” he said. “Each professor stood out in their own way.”

From Professors of Practice Yara Suki and John Pingel, to the entire PES staff, Cruz said the mentorship felt more like a professional support network than a traditional classroom. “You don’t call them ‘Professor,’ you call them by name because it’s about real conversations and real business.”