Ruelas is cofounder, chief marketing officer, and managing partner of LatinWorks, an advertising agency specializing in cultural branding, headquartered in Austin, Texas. Ruelas had an accomplished 18-year career in the beverage industry, including 13 years at Anheuser-Busch, where he rose through the ranks to lead multicultural marketing for the United States and Puerto Rico. He has been an active participant in the business and philanthropic communities, including as a mentor with American Corporate Partners.