About me
Juan Luis Soriano
I've been working in product and data at B2C startups and scale-ups for over 10 years. Now I help founders avoid the mistakes I made (and saw others make) many times.
Background
My journey
I started as an engineer, but quickly realized that what interested me wasn't just building, but understanding what to build and why.
I've worked in product and data roles at B2C startups of different sizes: from 5-person teams to scale-ups with over 200. I've seen what works, what doesn't, and above all, what mistakes keep repeating.
I've led product teams, built data departments from scratch, and helped founders find product-market fit. I've also failed, pivoted, and learned from each project.
Now I work as a consultant because it allows me to apply all that in multiple projects, without the restrictions of being at a single company.
Experience
Relevant experience
Product Lead / Head of Product
B2C startups and scale-ups
Product team leadership, strategy definition, roadmap prioritization, and direct work with founders and C-level on product decisions.
Data Lead / Head of Analytics
Growing startups
Building data teams, defining north star metrics, analytics stack setup, and experimentation culture.
Product and Data Consultant
JL Consulting
Supporting B2C startups of 1-20 employees in product strategy, metrics definition, and team operations without PM or data analyst.
Technical background
Engineering + Data
Technical background in engineering and data science. Able to speak the same language as the technical team and understand the implications of product decisions.
Principles
What I believe in
Data-Driven
Data helps us define measurable goals and understand what's happening. Most decisions need to be based on evidence, not intuition.
User-Centric
We consider what the user needs, suffers, and enjoys. We don't assume what we do has value: we validate it.
Fast Iteration
Most ideas are bad. It's important to learn as fast as possible. Don't validate hypotheses for months.
Align & Empower
Teams need to feel empowered to build solutions. And the entire company must be aligned on the same goals, rowing in the same direction.
Why consulting
After years in product and data roles, I realized that what I enjoyed most was solving new problems, not managing the same old things.
As a consultant, I can work with multiple startups, apply patterns that work in different contexts, and provide external perspective that's hard to have when you're inside.
It also allows me to be more honest: I don't have to please anyone, just help you get results.
"The best consultant is one who works so you stop needing them."
Want to know more?
If you think I can help you, reach out. No commitment, no pressure.
