ABOUT JOSÉ
Technology judgment for leaders who need straight answers.
José Tulla is an executive technology advisor, proxy consultant, entrepreneur, and special projects lead based in San Juan, Puerto Rico.
He is not a traditional business consultant arriving to explain a client’s own industry back to them. His edge is technology: understanding systems, vendors, developers, digital operations, and the gap between what leadership is being told and what is actually happening.
Since 1999, his work through Tulla has crossed technology, digital transformation, communications, client operations, and execution. He has worked with established organizations, entrepreneurs, specialists, and teams whose problems do not fit neatly inside a single job description.
“Bring José in when you need to know what the technology is really doing—and what to do next.”
How José works
First, understand the business objective, the people, the technology, the incentives, and the constraints. Then tell the truth clearly—even when the answer is uncomfortable. Finally, identify the next useful move and stay close enough to the work to make sure it happens.
The goal is not to add another layer of management. It is to give leadership clarity, restore momentum, and make the technology serve the business.
Where he is most useful
When leadership needs an independent technology assessment.
What is working? What is not? What are we failing to see?
When the vendor or programmer relationship has become opaque.
José translates the technical situation into plain business choices and helps everyone get back to the outcome.
When a digital project is stuck, expensive, or undefined.
He can structure the effort, coordinate the people involved, and lead it through completion.
When the team needs reinforcement—not replacement.
José can work with a founder who has no formal IT function, or alongside an established internal team and outside specialists.
A second specialty: proxy consulting
Proxy consulting sits where corporate decisions, shareholder votes, board dynamics, and communication meet. José helps leadership understand the stakeholders, the information that matters, and how to organize and communicate a credible case before an important vote or contested decision.
Experience without losing curiosity.
José has spent decades around technology, media, brands, professional services, and new ventures. The experience matters—but so does remaining curious enough to keep learning, testing tools, asking questions, and seeing possibilities that more rigid operators miss.
That combination—technology judgment, candor, curiosity, and a willingness to get involved—is what clients bring him in for.
