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C. Lansford (Lanny) Cruse III
CAI Principal

C Lansford (Lanny) Cruse III  brings to the company over 30 years of experience in manufacturing, operations, marketing, engineering, business development, acquisitions and general management. Previously, Lanny served on the Board of Directors for Xylem Water Solutions and is registered with Companies House in the UK where he lived for 2 years. In this position he was responsible for all matters, including personnel, site operations, and full P&L for $160M of water and wastewater treatment design and supply projects in 13 countries around the world.

Prior to the Xylem spin off from ITT, Lanny was ITT’s Vice President of Project Management and Contracts, responsible for corporate governance of all water projects globally. In past years with ITT, he served as Managing Director of ITT’s Advanced Water Treatment (AWT) Americas group with full P&L for 7 companies; President of ITT’s Wedeco USA subsidiary, a $50M turnaround; Vice President of AWT Operations, responsible for integrating 12 manufacturing facilities worldwide; Vice President responsible for ITT’s Biopharmaceutical Systems group of companies; and Vice President of Business Development and Strategic Planning for ITT’s Engineered Valves Division where he was responsible for acquisitions, divestitures, startups, strategic planning, and all Division marketing functions. Here he received the ITT corporate Chairman’s Award for implementing an acquisition strategy which contributed to the division tripling its revenues.

Prior to ITT, Lanny was the Director of Business Development and Marketing for Sulzer Pumps where he provided leadership for strategic planning, M&A, product development and marketing. Earlier at Sulzer he was the General Manager of the Engineered Pumps Business Unit, a $60m product division lead through a highly successful turnaround situation. In this role he dispelled a common pump industry adage that pump companies could not make on-time deliveries by implementing lean processes and procedures which resulted in on-time delivery performance moving from 60% to 100% for 12 straight months in a row. This contributed to obtaining sole sourced contracts with a number of the major oil companies. He was the recipient of Sulzer’s Corporate Innovation Award for the implementation of these processes. Previously Lanny held the position of Global Alliance Manager where he was responsible for creating and managing customer alliances with major energy companies and EPC firms worldwide. In this role he was awarded a second Sulzer Corporate Innovation Award for developing these sustainable relationships. Prior to this he was the General Manager of Corporate Marketing and the General Manager of Sulzer’s Specialty Products Group.

Before Sulzer, Lanny was a Division President at The Coleman Company, a NYSE consumer products corporation focused on leisure time and air conditioning products. Lanny was Division President of Coleman’s Spa Group where he was responsible for implementing a turnaround in this business with facilities in 2 countries. Prior to that, he was the General Manager of the Soniform Division, which designed and manufactured scuba diving equipment for a broad base of marketing brand names such as Dacor, Sherwood, and Parkway, as well as the US military. In this capacity, he received The Coleman Company’s Corporate Heartland Award for financial performance. Prior to becoming General Manager he served as the Division’s Vice President of Finance and the Director of Engineering and Product Development. Before the Soniform Division, Lanny was the Manager of Corporate Acquisitions at Coleman’s Headquarters in Wichita, KS and was integral in the corporation successfully acquiring 8+ companies in 3 years.

Early in his career, Lanny was with ARMCO Inc for 7 years in its National Supply Division, a manufacturer of oil field drilling equipment, holding various Engineering and Marketing positions and also in 4 of Armco’s other divisions while attending college and graduate school.

Lanny has extensive international experience, having responsibility for operations in over 12 different countries including Mexico, the United Kingdom, Qatar, Dubai, and India. These operations ranged from manufacturing plants and sales offices to construction project offices and wholly owned enterprises related to industrial, consumer and military products as well as engineering and supply chain services. Lanny’s hands on knowledge of Lean, Six Sigma and commercial best practices, is derived from years of  implementing robust processes and procedures throughout the value chain.

Mr. Cruse has contributed time and leadership to a number of non-profit organizations including the Strategic Planning Board of the Gulf Coast United Way, The Conestoga Valley Youth Athletic Association, Leadership Lancaster, Lake Owego Youth Baseball, and Rotary International.

A native of Ohio, Mr. Cruse received a Bachelor’s degree in Mechanical Engineering and Professional Practice Certificate from the University of Cincinnati and a Master’s degree in Business Administration from The University of Texas at Austin. He has completed an extensive executive leadership program at Ashridge University, England, and received his Six Sigma Green Belt certification from the University of Michigan.