About
I'm Juan. From Los Angeles, son of Mexican immigrants, raised by the internet.
I got into crypto through content. Writing was the way in, and it is still the discipline I trust most. Over time the work widened into brand, product, and narrative, but the core has stayed the same: make the story clear enough that people want to keep paying attention.
I studied finance and graduated around DeFi summer. Traditional finance never really pulled me in. After seeing what 2008 did to my family, the path in front of me felt thin. Crypto looked chaotic, unserious, and alive. That was more interesting.
The last few years made the lane clearer. I care about trust-building work: editorial systems, launches that need taste, and positioning that gives technical products a point of view. I like the part of marketing that feels closer to design, world-building, and judgment than growth theater.
Outside work I spend a lot of time with film, music, design, baseball, and whatever city I am in. In another life I helped run an indie electronic label with friends in London and tried my hand at DJing. The references all bleed into the work sooner or later.
The throughline is still storytelling. Brand, product, content, narrative — different surfaces, same instinct.