You are here


TULSA, Oklahoma, March 27, 2019/Petroleum Equipment Institute/ -- PEI recently hired international marketing and business consultant Liliana Cruz to direct the association’s Latin American efforts. Her contract is effective immediately.

Cruz, who is fluent in English, Spanish and Portuguese, first will research, develop and implement regional plans for fuel and fluid handling markets in Mexico, Brazil, Argentina and Colombia. She is a native of Bogota, Colombia.

"The PEI strategic long-range plan set a goal to meet the needs of the fuel handling industry in Latin America, and hiring Liliana makes that goal a reality,” said Rick Long, executive vice president and general counsel at PEI. “She’s worked all over the world with clients in 69 countries, and she’s an expert in boosting brands globally through diverse regional strategies. Please join me in welcoming Liliana to the industry.”

Cruz will oversee the PEI Latin America Steering Committee and will represent the association at trade shows, conferences and events in targeted markets. She said she looks forward to serving PEI members and prospective members as they explore business opportunities, training and best practices across international borders. 

“I am thrilled to chart PEI’s strategies and organizational plans in Latin America,” Cruz said. “These targeted initiatives will help establish important business connections to the benefit of the Latin American community, PEI and the industry.”

Cruz has extensive marketing experience and comes to PEI after working 16 years in leadership roles at international companies including Bosch, the German technology and consumer goods company; Antea Group, an engineering and environmental consulting firm; and Inogen, a global environmental alliance. Cruz worked several years based in Minneapolis. She has a master’s degree in strategic management from the Universidad de La Sabana and studied advertising with an emphasis in administration at Universidad Central in Bogota.

Cruz may be reached at +57 302 4614510 and



Founded in 1951, PEI is composed of more than 1,600 companies engaged in manufacturing and distributing equipment used in the fuel and fluid handling industry. Members are located in 50 states and 81 countries. PEI, headquartered in Tulsa, Oklahoma, is the leading authority and source of information for the fuel and fluid handling equipment and services industry. For more information, visit