The veteran agent brings artist clients including Chris Janson, Craig Morgan and Parmalee to the agency's roster.
Spence, who has been CEO since 2017, will remain a strategic advisor to interim CEO Tom Conrad until June 30.
Also this week: SiriusXM's general counsel plots his retirement, Jody Gerson joins the Project Healthy Minds board and Salem hires Trump's former campaign manager.
Cruz had served in that capacity at the philanthropic organization since 2019.
The Liberty board member and longtime media and entertainment executive will lead a company that owns a 30% stake in Live Nation.
Longtime employee Lindsay Unwin takes the CEO role as founder Wassim "Sal" Slaiby turns his attention to "high-level projects and new business growth."
Also this week: Sphere's "Exosphere" has a new sales lead, Third Side Music hires a head of copyright and SoundCloud's former COO/CFO has landed a real(ity) job.
Carolyn Mugar, who guided the organization since 1985 as it raised $80 million to support family farmers, will continue on as an advisor.
The 36-year veteran of South By assumes full leadership of the annual event.
Marking her return to the label, the industry veteran will be based in Los Angeles.
