JUAN MORENO is Director, Trade Compliance, for Sandler, Travis & Rosenberg, P.A., and is based in the San Diego area. He advises importers, exporters, trade associations, and multinational corporations in the U.S. and Mexico on a wide variety of regulatory and international trade subjects, including import and customs procedures, tariff and quota treatment, tariff classification, rules of origin, licensing requirements, and preferential tariff treatment under various free trade agreements and trade preference programs. He has been especially active on USMCA compliance, helping companies transition operations from NAFTA to USMCA rules, and he is well-versed in Mexico’s IMMEX program.

Prior to joining the firm, Mr. Moreno served for 14 years as Director of Trade Compliance for a San Diego-based customs law firm. In this role he led a team that provided the legal expertise in the rule determinations for correctly classifying products for an automated HTS classification tool. He was also responsible for securing rulings from U.S. Customs that greatly facilitated the classification of products within the tool.

Mr. Moreno has been involved with the international trade community since 1994, and his assistance has led to recovering tens of millions of dollars for companies through efforts including Section 301 exclusion requests, protests, tariff engineering, free trade agreement opportunity identification, Chapter 98 programs, and other duty savings opportunities. He began his career as a customs compliance manager with a leading customs broker, where he helped develop the first compliance department within the brokerage. He later served as customs compliance manager for one of the largest production shelters in Tijuana, Mexico, where among other things he helped create customs compliance manuals and trade compliance standard operating procedures for dozens of importers in a range of industries.

Mr. Moreno has trained people all over the U.S. and Mexico on classification and other compliance issues and is a sought-after speaker on international trade matters covering classification, reconciliation, chapter 98, country of origin marking and labeling, ACE reporting, FTAs, and other issues.


Juan Moreno is not admitted to the practice of law.

  • UIA, Bachelor's in Business Administration
  • Coleman University, Associate in Office Administration Systems

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