Barcelona · Fifteen years in communications, six in Web3
Hi, I’m Adrià.
I build brands and narratives for complex technology.
If you are building something people struggle to explain, that is the part I do. Most recently for Sony’s layer-2 blockchain, before that t3rn and Celsius.
I also build the systems that do the work. On my own product that is 45 agents drafting, auditing and reporting, with me deciding what ships.
I work with companies and founders on narrative, media and building the comms function. Taking on a permanent role or project work. Barcelona, remote, European hours.
Coverage placed in
I put this in the order I would read it: how I got here, the work, the numbers, the coverage I placed, the operation I run alone, and a signed reference.
The short version
How I got here.
I started in journalism, spent years in public-sector health communications and then in pharma, and moved into crypto in 2020. Four industries, one job.
I studied Political and Business Communication at the Universidad de Navarra.
Comfort threatens this job more than AI does.
Most weeks run across Japan, Singapore and Europe. Startale had teams in all three, and the job was making one message survive the trip.
Where, and when.
-
Startale
PR & Communications Manager
Sep 2024 – Aug 2026
Soneium, Sony’s layer-2 blockchain. Took the media function in-house and ran comms for roughly half of the fifteen startups in Startale’s incubation programme.
-
t3rn
Communications Manager
Sep 2022 – Aug 2024
Built the brand messaging system. Placed a $6.5M seed round across 40 outlets, grew the newsletter 89% in a year, and doubled the Twitter account to 50,000 through a bear market.
-
Celsius Network
Marketing Communications Manager
May 2021 – Aug 2022
Company messaging, narrative and case studies. Ran press relationships directly.
-
TIC Salut Social
Communications Manager, Government of Catalonia
Apr 2015 – May 2021
External and internal communications for a public digital-health foundation in the Catalan health system.
- Before that Pharma, healthcare and political communications, and journalism 2007 – 2015
I have run the function through an agency and freelancers rather than headcount, with a six-figure agency budget under my direction. Directing a budget and managing a team are different jobs, and this is the one I have done.
MA in Political and Business Communication, George Washington University and Universidad de Navarra. Catalan and Spanish native, English C1.
The work
Five things companies and founders bring me in for.
-
Narrative and messaging
I write the master narrative a company runs on: key messages, vision, mission, the terminology guide everyone writes from. I repositioned the Soneium brand, running the competitive and market analysis myself before turning it into strategy, and built the same system for t3rn.
-
Founder and executive comms
Media training with the CEO every two weeks. Talking points and message discipline. Then the day itself, and whether they hold up under a journalist’s questions. The job is the same for a founder working alone: work out what you know that is worth saying, shape it, and put it in front of reporters who will run it.
-
Earned media
2.1 billion impressions in a single month across 620 articles. Tier-1 coverage up 65% year over year, positive mentions up 50%.
-
The AI layer a team works from
At Startale I built the AI layer the marketing team worked from: brand voice and verified-fact files, five custom skills and subagents, and a rubric every output had to pass before it shipped. The full launch cycle, blog and social and PR reporting, went from about four hours to ninety minutes, measured on the JPYSC stablecoin.
-
Building the function
I cut PR agency spend by 60% and kept the capabilities we needed, then ran what remained as an execution arm. I built the in-house media function from scratch and rebuilt an email programme from 16,000 dead contacts to 6,500 active ones.
The numbers
What the work produced.
- +65% Tier-1 coverage, year over year. The number I would judge this job on.
- +50% Positive mentions, year over year.
- 2.1B Impressions in a single month. June 2025, across 620 articles. Reach, not results.
Figures from internal Soneium reporting. The counting method changed in April 2026 with a new agency, so series before and after that date are not combined.
In print
Selected coverage I placed.
Sony joins a crypto push in Japan as calls grow for looser rules
Read it- CoinDeskSony’s Layer-2 blockchain Soneium goes live
- The BlockPolkadot-based protocol t3rn raises $6.5 million, exclusive
- CoinDeskDeFi leader Aave debuts on Sony-backed Soneium
- CointelegraphSony doubles down on Soneium after first year of mainnet activity
- BeInCryptoStartale brings institutions and consumers into its onchain finance ecosystem
The list is the asset.
Thirty reporters I can email today and expect an answer, across crypto, business and tech trade press in Japan, Singapore and Europe.
Exclusives, not distribution. t3rn’s seed round went to The Block first. Soneium’s mainnet went to CoinDesk and Bloomberg on the day, which is a call you place weeks earlier with someone who picks up.
Contacts are people, not logos. Some have moved outlets since. Most of them I can still call.
Launches
Campaigns I ran.
Soneium
- Mainnet launch. Interviews with CoinDesk and Bloomberg on the day.
- Partnership with SBI, one of Japan’s largest financial groups.
- LINE MINI App. Taking the chain onto LINE’s messaging platform.
- DeFi lender Aave arrives on the chain. Covered by CoinDesk.
- Decentralised exchange Uniswap deploys on Soneium.
Startale
- Series A closed at $63M in March 2026, with SBI Group leading $50M on top of Sony Innovation Fund’s first close. Funding for Strium and the JPYSC yen stablecoin.
- USDSC and JPYSC. Dollar and yen stablecoin launches, covered by CoinDesk. The yen one was regulated and institutional, which made every word a judgement call about what could be said.
Art Visit Guide
The operation I would build for you.
Art Visit Guide is where I test what a comms operation can do when it is designed rather than staffed. Museum guides for travellers across 23 cities, built on my own money and run by agents I wrote. 341 posts and 59 interactive guides, from a brand and a content strategy I own end to end.
Four months, April to July 2026: monthly sessions 1,047 to 3,874, queries in Google’s top five 219 to 1,061, monthly affiliate revenue €246 to €1,097, newsletter subscribers 69 to 445. Sessions from GA4, queries from Search Console, revenue from the affiliate dashboard, subscribers from the email platform.
It launched as an AI-search product: in April, 79% of traffic came from ChatGPT. By July that share was 23%, because Google organic grew from 41 sessions to 1,540 while the AI channel held flat. The interesting part is not that I caught the AI wave. It is that I had a second channel built by the time it stopped growing.
And it runs on forty-five agents.
Forty-three read and report. Two audit the forty-three. One human decides.
- agents
- 45
- decisions
- 637
- live theses
- 7
- human
- 1
01
Memory
What the system already knows, and why
637 logged decisions, each with a written condition that would reopen it. Seven live theses under a hard cap: to add one you retire one. Sixty canonical facts that a script enforces across the site.
02
Watch
Agents that report and never decide
Forty-three scheduled agents, thirty-seven of them on a recurring schedule. None can publish, send an email or change a price. They have produced 39 research briefs.
Nothing reaches the site or an inbox without me.
43 feed 2
03
Audit and generate
The two agents that make it a system, not a cron job
Toby once caught a task that had been running and writing nothing for a week. A task that fails silently looks identical to one that finds nothing, and only something auditing the auditors can tell them apart.
Phoebe reads the whole corpus monthly and proposes up to three things nobody asked for. It is allowed to return empty.
On its first pass it disproved a headline figure I had already published, and the correction went into four files. I built the thing that proved me wrong, and I let it win.
2 feed 1
04
Human
Decides. Nothing else.
One person. Decides, approves, and writes the decision back into layer 1.
The part most systems skip
Every component ships with its own exit condition, including the agents themselves. Each thesis has a revision trigger. Each decision has a reopen condition. The generator has a shutdown clause: six monthly passes with nothing adopted and it switches itself off.
A reference
What my manager wrote.
I would have no hesitation trusting him with senior stakeholders or high-visibility, high-stakes communications.
He is highly autonomous, resourceful, and comfortable operating without a predefined playbook.