It screened 683 roles so I could read 57.
See the workflow →Hi, I’m Juan · demand-generation marketer · curious builder
I turn messy marketing questions into decisions a team can trust.
Demand-generation marketer · measurement systems · AI-assisted implementation
For six-plus years I’ve worked across paid media, lifecycle, attribution, reporting, and sales alignment. I turn messy questions into clear next steps a team can trust, then build tools and studies outside work.
AI speeds implementation. I direct the question, rules, checks, interpretation, and final call when the honest answer is “not yet.”
The short version: I’m practical, curious, and happiest when a vague idea becomes something a team can understand and act on.
6+ yrs
in demand-generation marketing
6
projects, plus one shared way to check the work
$65k+
monthly media budgets managed
5
receipt-backed case studies you can inspect
The professional context
Six years of work behind the experiments.
I have managed six-figure media investments, worked with $65k+ monthly budgets, led a team of four, and tied demand-generation work to multi-million-dollar pipeline targets.
The project pages show how I think and build. See the day job and the results behind it →
Professional context from work history; separate from the project receipts.
Closest fit to my day job
Late-arriving conversions made reported cost per customer look about 4× too low.
In a public dataset of 675 campaigns, the report credited conversions that arrived after the budget decision was already made. Nothing necessarily broke in tracking; the report simply filed later credit into the older decision story. I wrote the plan before analysis, built the timing check, and scrambled it 999 times. The result did not come back by chance.
The 4× figure describes 25 campaigns selected after the study for their late-arriving conversions. That group was chosen after the fact; it is not a typical result across all 675.
The timing question
I wanted to know what a marketer could have known when the decision was due, not what the report looked like after the data had caught up.
Before the project list
The work matters. So does the person doing it.
I’m from Houston, I’m the oldest in my family, and I learned early to be comfortable figuring things out without a perfect playbook. That habit shows up in my marketing work, the things I build for fun, and the way I approach a new problem: get curious, make it concrete, and keep going until I can explain it plainly.
What I bring
Six years of demand-generation experience, a strong sense of audience, and the patience to make complicated work understandable.
What I’m like to work with
Quiet at first, direct once I understand the problem, and more interested in a useful answer than a flattering one.
What I care about
Clear thinking, good handoffs, honest limits, and leaving the next person with something they can actually use.
Four of six, picked for range
Different subjects. Same way of working.
Some projects are professional questions. Some are research systems. Some are just things I wanted to make. Some have measured outcomes; others earn their place by showing the build, the failure, and the judgment clearly. The common thread is that I try to make the idea clear and the experience useful, and the limits visible.
Some projects have a measured result; others are here because the build and the judgment are the result I can honestly show.
Open the full project list →33,365 clips entered the funnel; 150 reached owner review.
See the video workflow →15,412 backtest results; 11 of 446 cleared the gate; zero real dollars.
See the options research →Five floors, four classes, one daily reason to return.
See the build story →Across the five receipt-backed case studies, I logged 1,935 records: 675 campaign decisions, 446 Options verdicts, and 814 Sports hypotheses. Delve is the sixth project, supported by build and screenshot evidence. Each project keeps its own question and evidence.
If this sounds useful
Start with a real question.
If you need someone who can understand the audience, make the problem clearer, and build enough structure to move it forward, that is the kind of conversation I’d like to have.
Start wherever is easiest: get the quick project tour, read more about me, or find me on LinkedIn.