Elena Cruz is the founder and CEO of Infinite Communities. SUPPLIED

Elena Cruz, founder and CEO of Infinite Communities, is often hailed as the mastermind behind the biggest Philippine Independence Day celebration in the UAE. A long-time Dubai expat, Cruz is a force to be reckoned with in the entrepreneurial and community-building landscape. Her journey from an advertising executive to a celebrated leader in corporate social responsibility (CSR) and now a thriving entrepreneur is one of passion, perseverance, and purpose. Born in Paombong, Bulacan, and later raised in Binondo, Chinatown in the Philippines, Cruz’s early years were filled with books, poetry, and a deep appreciation for history and current events, thanks to her parents and siblings, who were avid readers. "My early memories had a lot to do with reading, poetry, and nature," Cruz recalls. This love for storytelling and communication naturally led her to a career in advertising when she moved to the UAE, brought by a high school friend seeking new opportunities.

Finding her place in Dubai

Cruz’s early years in Dubai were defined by her pursuit to carve out a place in the competitive advertising industry. Starting as a copywriter, she quickly moved up the ranks to become an Advertising Account Executive. Her skills caught the attention of Emirates Airline (EK), where she joined as an Advertising Officer. “My time at EK taught me a lot about brand management, work discipline, and commitment to quality work. It was a challenging and yet wonderful opportunity,” she tells Expat Media. Her career took a significant turn when she joined Emirates NBD (ENBD) during a crucial merger between Emirates Bank International and the National Bank of Dubai. "I headed the bank’s Brand Management position first, but my life there was enriched further when I was given the opportunity to head its CSR portfolio as well," Cruz explains. This role allowed her to blend brand strategy with a defined social purpose, a combination that would later influence her entrepreneurial vision. In 2014, Cruz’s life changed forever when she was diagnosed with cancer. This pivotal moment reshaped her perspective on life and work, fueling her desire to make every day count. "To find out what my cats are up to… seriously, it’s the desire to make the best out of every day that is given to me," she shares with humour when asked what motivates her to get out of bed each morning.

Birth of Infinite Communities

Transitioning into entrepreneurship was a natural progression for Cruz. With a wealth of experience in brand management and CSR, she founded Infinite Communities to channel her marketing knowledge into creating social impact. "We are in the business of creating shared value between companies and communities," Cruz says. "It means that in everything that we do, we strive to make sure that both entities thrive in a symbiotic relationship." Infinite Communities is unique in its approach, focusing on connecting different passions, interests, and people beyond racial lines. “At IC, communities are not limited to racial lines. Infinite Communities means most of all the connection of different passions, of what keeps us alive within, a force that makes us want to connect, learn, teach, and engage,” Cruz elaborates. One of the biggest challenges Cruz has faced is combating misinformation, which continues to permeate communities. She believes the best way to tackle this issue is by holding people accountable. Despite these challenges, Cruz’s resilience has led to significant achievements, including winning the Gulf Sustainability Award for CSR Professional of the Year in 2017. Looking ahead, Cruz envisions Infinite Communities becoming more involved in knowledge and skills training, particularly for youth and low-income expats. "I’d like us to be more involved in knowledge and skills training, most especially with youth and the underprivileged, and low-income expats," she shares. She continues to pour her heart and soul into Kalayaan. Each year, Cruz and her team at Infinite Communities spearhead what has become the biggest Philippine Independence Day celebration in Dubai—a massive event that continues to grow in size, scope, and significance. More than just a national day observance, the celebration has evolved into a dynamic platform that showcases Filipino talent, empowers small businesses, and fosters unity within the expat community. It also serves as a bridge connecting Filipinos to the broader UAE society, strengthening cultural understanding and cooperation through shared experiences and vibrant festivities. Cruz’s journey from an employee to an entrepreneur has taught her valuable lessons. "Just do your very best with the time and opportunity given to you – that’s all life asks us to do," she advises. Her top priority now is to enhance Infinite Communities' visibility and clearly communicate its message. When asked about work-life balance, Cruz admits, "I’m way off mark on that one lately – I try to meditate on everything and keep in touch with my family, as those moments soothe me and keep me grounded." Her advice to aspiring entrepreneurs is practical: “Stay lean and get your ego out of the equation.” Cruz’s vision for the future of Infinite Communities is ambitious yet grounded in her core values. She aims to bring expat communities closer together through the events they organize, fostering a sense of unity and shared purpose. “I’d like to be able, through the work we do on events, to bring expat communities closer to each other,” she says. Cruz continues to inspire with her commitment to building bridges between communities and creating a lasting impact. As she often says, "Everyone has a role to play, but what sums up everything and provides one a more purpose-driven decision-making is to always ask: in what I’m about to do or think, am I being a part of a solution or the problem?" For Cruz, every action is a step towards creating a more connected and supportive world, where businesses and communities can thrive together.

Rapid fire questions

Your hidden talent. Not sure. It has hidden itself so well! Superpower you would like to have. The ability to travel back in time. If you could talk to your cat, what would you talk about? Their lives before I found them. Finish the phrase “The way to my heart is…..” Poetry. Top 3 places you would recommend for people to visit. Any beach, forest or mountain place that calls out to them. One bucket list you would like to fulfill this year. Start a book. Person or thing you can’t live without. Cats. Biggest regret in life. None. The most adventurous thing you’ve ever done. Starting my own business. Favorite thing to do in your free time. Read a book or article. Night out or night in? Night in. Your dream destination. The afterlife. Your favorite food. Veg spring roll. Dish you cook best. Sinigang na salmon What do you collect? Art, carpets, rocks or pebbles from places I’ve been to. Most expensive thing you bought. A condo. One thing you regret spending money on. Luxury cars. What are you most looking forward to? Doing lectures and workshops. One thing you wish you enjoyed more. None. Best advice you have received. Never be afraid to stand your ground. One word you want people to associate you with. I can’t think of anything. A condensed version of this story also appears in the Expat Media Special Edition magazine

Don't miss it

Kalayaan 2025 is happening this June 1 from 8am to 8pm in Halls 1 and 2 at the Dubai World Trade Centre. Admission is free. For inquiries contact Kalayaan 2025
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