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Team

Trust infrastructure requires credibility across five distinct domains.

Most teams cover two or three. TRUVA's founding team covers all five and each founder's credibility is biographical, not positional.

Institutional Trust · Commercial Architecture

Pam Cytron

CEO & Co-Founder

Pam brings 40 years of institutional trust, compliance, and commercial architecture experience to TRUVA. Her work across banks, asset managers, and global corporations shaped her belief that trust is not a message, it is infrastructure built into every decision.

Institutional systems map photo

Vendor Supply Chain · Product Strategy

Dean Smith

Co-Founder | Chief Strategy & Product Architect

Dean brings firsthand supplement industry experience from founding, sourcing, documenting, and retailing wellness products. He understands the vendor side from the inside, helping TRUVA build verification systems that are practical, credible, and grounded in real operational realities.

Vendor verification flow photo

Technology Infrastructure

Brandon Ponce

Co-Founder | Tech Lead & Solutions Architect

Brandon builds the technical infrastructure behind TRUVA's trust layer. With experience across blockchain, compliance systems, AI, and SaaS, he designs systems where data integrity, auditability, and secure architecture are core to how trust is created and protected.

Trust-layer architecture photo

Vendor Operations · Pipeline Execution

Esmeralda Tinoco

Co-Founder | Head of Vendor Partnerships & Market Expansion

Esmeralda leads TRUVA's vendor ecosystem, outreach, and market expansion. With a background in regulated relationship-building and a 2,600+ vendor pipeline built before launch, she turns high-integrity brand relationships into the foundation for TRUVA's trust-first marketplace.

Vendor pipeline snapshot photo

Brand Community · Distribution

Sami Cytron

Co-Founder | Head of Brand, Marketing & Community

Sami leads TRUVA's brand, storytelling, and community experience. With a background in sports, social media, and early-stage brand building, she translates complex trust infrastructure into a clear, human, and credible message consumers can understand and believe in.

Community narrative board photo

The wellness industry is one of the least regulated markets in the world. No real way to verify what's in your products. No control over your data. No standard to hold anyone accountable.

That should bother you. It bothered us too.

Not anymore, welcome to .