Joseph Robert Ismay, the president and managing director of the White Star Line, was on board, since he always took the maiden voyage of every brand new White Star ocean liner. Bruce Ismay did not go down with the ship. Although the story that he dressed like a woman to get a seat on one of the life boats is probably an urban legend. It is not proven with any photographic evidence and some eyewitness accounts said Ismay did no such thing. Ismay lived until 1937, but he was shunned by High Society and by all accounts was deeply ashamed for surviving such a monumental naval disaster.
Sources: "Lost Liners" by Robert Ballard and "The Only Way to Cross" by John Maxtone Graham.