Jared Cruce

Associate Executive Director, Strategy & Growth

Vitae

Jared started his career on the water—guiding fly fishing and whitewater trips in Colorado after college. He spent the next fifteen-plus years in brand strategy and business development across the outdoor industry and sustainability-driven companies. That work sharpened how he thinks about positioning, partnerships, and what it takes to grow an organization that people believe in. Coming to HFF was a conscious return to the river and to conservation—this time bringing the growth strategy and brand-building experience the Foundation needs as it enters its next chapter. Jared leads HFF’s efforts to diversify revenue, deepen partnerships, and ensure the organization’s science-based work reaches the audiences and resources it deserves. He and his wife, Suzanne, have two children. When he’s not working, he’s usually chasing fish or water in some form—surfing, sailing, running whitewater, or skiing.

“What strikes me about HFF is that the people here are as serious about the work as the river deserves. I get to help make sure more people know that—and that the resources match the ambition.”

Recent Posts by Jared Cruce