Strategic Thinker · Transformation Expert · Entrepreneur
Jezabel BarroumèresI adapt. I transform. I build — with every era of technology as my ally.
I don't just think strategically — I think adaptively. Every market, every technology, every audience gets a bespoke lens. I've never done the same thing twice, and that's the point.
From Argentina's print media to MSN's first digital ad team, from broadcast television to social-first pharma campaigns, from EdTech to AI — I've led through every major shift of the last 20 years. Not as a spectator. As a builder.
Long before "community" became a marketing buzzword, I was building them — real ones, with emotional connection, shared rituals, and organic growth. The kind that outlast the budget cycle.
I'm Jezabel Barroumères — brand strategist, serial entrepreneur, and transformation architect. Today I lead SM by Calisan and co-founded DG42, bringing together human strategy and AI intelligence for brands that want to build something that lasts.
But the real story isn't where I am today. It's how I got here — and how many times I chose to uproot and grow into a bigger pot.
Like a lemon tree, I've outgrown every container. Each career stage wasn't a pivot — it was a root expanding. From journalism to digital, from TV to pharma, from EdTech to AI. The same person. Bigger and bigger pots.
ArgentinaLa Nacion · National Journalism
My career started in one of Argentina's most prestigious national newspapers. Before algorithms, before feeds, before engagement metrics — there was editorial judgment, audience instinct, and the discipline of writing for millions of people. That foundation never left me. Every strategy I build still starts with a story.
MSN · MicrosoftDigital Advertising · Hispanic Markets
I joined MSN's Sales House as one of its first employees for Hispanic markets — at the exact moment the internet was rewriting the rules of media. Nobody had a playbook. I helped build one. That's what early adaptation looks like: moving before the wave hits, not after.
FOXFOX International Channels · Broadcast
At FOX International Channels I learned something that changed how I think about strategy forever: how global brands speak locally without losing their spine. Managing media partnerships across multiple markets, I developed the cross-cultural fluency that still defines my work today.
Founded · 2012Peeling Wave · Social-First Guerrilla Agency
I founded Peeling Wave as a social-first guerrilla agency focused exclusively on pharma OTC and consumer goods — before that niche even had a name. Our methodology: audience before product, community before campaign. For Buscapina FEM, we built 500K community members across Argentina and Colombia from zero. For Dulcolax, 100K+ engaged followers in 4 countries at 3% CTR — 7× the industry average — under $1 per engagement.
Founded · 2016Olalang · Multilingualbbies · EdTech
Co-founded Olalang and Multilingualbbies — an online language education platform that scaled to 2,500 teachers across 12+ languages in just six months. We worked with the British Council and launched live events in Barcelona and Madrid: 6,000 attendees per city, 3 talks a day, 120 people per session. I built this while managing a newborn. That is what entrepreneurial resilience actually looks like.
Co-founded · NowDG42 · AI Intelligence · SM by Calisan
Co-founded DG42 to bring AI intelligence to the service of brand strategy. FeedbackCraft — our AI marketing agent — turns customer reviews into full campaign strategies in 3 minutes. Meanwhile, through SM by Calisan, I lead brand and media strategy for brands that want to build ecosystems, not just ads. The technology is always on. The strategy is always ours.
"Its roots have outgrown the pot. Without a bigger space, it can't thrive."
— The lemon tree that started it allOne weekend I was watching my lemon tree. It wasn't dying. It was constrained. Its roots had grown as far as the pot would allow — and without more space, it was going to stay small forever.
I recognized that feeling immediately. I had felt it in journalism, in broadcast, in the agency world. Every time I'd hit the walls of a role or an industry, I hadn't waited for permission. I'd found a bigger pot.
That's the pattern of my career. Not chaos. Not distraction. Deliberate expansion.
I believe transformation isn't a crisis — it's a skill. The best strategists, the best founders, the best leaders are the ones who know when their roots have outgrown the container — and move before they're forced to.
Every new era of technology is an invitation. I've never once waited to see how a new wave settled before diving in.
Real communities exist before you sell anything. I've proved this in pharma, EdTech, and consumer goods.
A strategy isn't a document. It's a living thing that responds to signals and stays close to the human truth.
AI amplifies what's already human in your brand. The voice, the story, the strategy — that's always ours.
I show up, speak up, and keep building — for myself and as a model for the next generation of founders.
AI Summit
Barcelona
Barcelona, Spain
Strategy · AI · Transformation
Cannes Lions
Festival of Creativity
Cannes, France
Marketing · Creativity · AI
Brand strategy, transformation consulting, speaking, or just a good conversation.
office@calisan.io