“In big time pro wrestling they call the designated loser, the heel”
No the term heel is used to denote the bad guy, rule breaker, outlaw, thug. The type who gouges eyes, breaks arms and has two scoops of ice cream.
The face, or baby face, is the good guy who follows the rules, helps old ladies across the road and says thank you and please.
Losing the match is called doing the job. People who are habitual losers are called jobbers.
Juan is the designated heel, however you define the term