Southwest Key


  • Master’s of Business Administration, Cardinal Stritch University, Milwaukee, Wisconsin
  • Bachelor of Business Administration, Major in Accounting, University of Turabo, Gurabo, Puerto Rico
  • The Business Journal 1995 “40 Under 40” Winner
  • The Business Journal 1995 “CFO of the Year — Nonprofit” Winner
  • Former Board member of PIUS XI High School
  • Former Board member of ARC
  • Former Board member of Independent First
  • Board member of Sixteenth Street Clinic (actual treasurer)

Juan Ruiz joined Southwest Key’s board of directors in January 2021.

Mr. Ruiz has served as the Deputy Director and CFO of United Community Center in Milwaukee, Wisconsin for nearly 30 years, which provides education, cultural arts, elderly programs, human services, neighborhood development and support to thousands of Latino families in the Milwaukee area. He has been instrumental in budgeting, cashflow management, forecasting and negotiating with banks for UCC.

He has more than a decade of experience supervising UCC’s Alcohol and Other Drug Abuse (AODA) programs, staying directly involved with resident care and services. When the agency was struggling with its AODA services and debating whether to close them in the early 2010s, he pushed for keeping them open after showing how crucial they were for Milwaukee’s Hispanic population. With his guidance, UCC was able to serve 20% more clients than the previous year.

He also participated in the design and expansion of more than $75 million in building facilities. Mr. Ruiz earned the title of “CFO of the Year” from the Milwaukee Business Journal in 2011.

Born in Puerto Rico, Mr. Ruiz graduated from college with an accounting degree before holding posts with the Puerto Rico income tax bureau. He later moved to Florida, and then to Milwaukee, Wisconsin.