Orange Juice has appointed former NVIDIA senior systems software engineer Elias Martinez Cohen as chief technology officer, the Bitcoin treasury-backed holding company said in a Tuesday announcement.
Martinez Cohen will build and lead a central technology team serving every business Orange Juice acquires, with the goal of giving small and mid-sized companies engineering and AI capabilities usually available only to large enterprises. Before joining Orange Juice, he spent nearly eight years at NVIDIA, where he built data pipelines and workflow platforms for the company’s self-driving program, led the AI storage platform team, and helped cut data ingestion time by an order of magnitude.
A shared AI and engineering layer
The appointment is part of Orange Juice’s model as a permanent capital company backed by a Bitcoin treasury. Rather than applying AI to one product, Martinez Cohen’s team will act as a shared technical layer across portfolio companies. His background includes early deep-learning work at Madbits, acquired by Twitter in 2014 to form Twitter Cortex, and experience alongside people who later built AI systems at Google DeepMind, OpenAI, and Anthropic.
Martinez Cohen has framed the opportunity as a way to close the gap between what is technically possible and what most businesses actually use. A holding company can address that gap because one technical team can serve many businesses, and each integration makes the next one cheaper. Orange Juice’s strategy mirrors the treasury approach used by publicly listed Bitcoin acquirers: treat shared infrastructure as a durable advantage. Strive Buys 3,311 More BTC as Treasury Hits 32,773 BTC shows how bitcoin treasury operators are expanding their balance sheets, while Orange Juice is applying the same holding-company logic to technical talent.
What to watch as the company scales
Orange Juice said it has evaluated more than 150 acquisition opportunities since its July launch, which suggests the CTO role will be tested quickly as deals close. The central technology team will need to integrate data infrastructure and AI workflows across different business models, not just standardize them.
For bitcoin-focused holding companies, operational discipline is becoming harder to separate from software and data capabilities. CleanSpark Reports 529 BTC in September Operational Update highlights how miners report increasingly detailed treasury and operational data, while the broader trend points toward AI becoming a core operating function rather than a separate project.
The Genesis Digital capital raise is another signal of convergence between Bitcoin infrastructure and AI-scale investment. Alameda-Backed Bitcoin Miner Genesis Digital Raises About $900 Million for AI Data Center Pivot shows how large data-center economics are entering the Bitcoin-mining and treasury conversation.
The appointment gives Orange Juice a technical leader with experience managing large AI data systems, but execution will depend on whether its shared services model can be applied consistently without disrupting acquired companies. For now, the key signal will be how quickly the CTO builds a team and where Orange Juice directs its first batch of technological upgrades.
