An old recording from when I was learning out loud: walking through a small program that checks whether an email is valid.
Open on YouTubeI've been building things since before I knew what "software" meant. First PC at 6, hobby sites as a teen, then it became a career. Started Software Engineering at UTP in 2017, dropped out after two years, switched to Digital Business. Not because I lost interest in tech. I wanted to connect it to real business problems.
Since 2019 I've been in the digital industry. Seven years learning how businesses actually grow. Most of that time at Seguros SURA, where I led Panama's first multiproduct digital insurance platform, growing it +200% YoY and managing more than $2M in digital sales.
Today I work at Astro Asistencias, a startup where I was the first hire and lead digital sales while also building product. On the side I ship personal projects, like Birriapp. I share what I learn on Instagram and TikTok (@josem.crea) in Spanish, for the LatAm builder community.
Where I've focused my time and learning.
Digital Sales & Growth Manager
Astro Asistencias · Panama City, PanamaAstro's a startup. I was the first hire. I run digital sales and growth, and I also build: landing pages, integrations, automation, the whole funnel from scratch.
Digital Commercial Executive
Seguros SURA · PanamaLaunched and grew Panama's first multiproduct digital insurance platform. +200% YoY, more than $2M in digital sales. Built a 4-person team hitting 5k+ monthly leads and cut CPL 50% between 2023 and 2024. Owned roadmap, analytics, and commercial strategy.
Digital Business, Entrepreneurship & Innovation
Aden International Business School · B.S. in Digital Business (Licenciatura) · PanamaDegree in Digital Business, Entrepreneurship, and Innovation. I study business strategy, digital transformation, and venture building while working full-time. Grad expected 2028.
Software Engineering (2 years, dropped out)
UTP · Universidad Tecnológica de Panamá · Panama CityTwo years of CS at UTP (Universidad Tecnológica de Panamá), Panama's top engineering school. I figured out I wanted to connect tech to real business problems, not study it in the abstract. Dropped out and switched to Digital Business. Those two years stuck: systems thinking still shapes how I build.
Self-taught builder
Hobby and curiosity · Early yearsMy dad had a computer parts and repair shop. He built PCs for customers and fixed what broke. I watched him, mimicked what he did, and pretty soon I was building custom PCs for customers too. I was young. That's where the hardware itch started. Hardware before software, systems before code. The technical side has always felt natural.
What guides how I make decisions.
Judgment over hype
I evaluate every tool and technology by its real impact, not by trends. AI is a means, not an end.
Build to understand
I don't have opinions about what I haven't implemented. Building MVPs is my way of validating ideas with evidence.
Business first
Technology serves the business, not the other way around. Every technical decision needs a commercial argument.
Learn in public
Sharing what I learn, including mistakes, helps me organize ideas and connect with people facing similar problems.
Speed with quality
MVPs need to be fast but not careless. The balance is knowing what not to do yet.
Real collaboration
I work better with people who bring a different perspective than with those who just echo mine.
Tools I use regularly.
Let's work together?
Open to product projects, e-commerce and growth consulting, and applied AI collaborations.
Book a 15-min call