Brand Strategist · Transformation Leader · Entrepreneur
Jezabel BarroumèresI build brands that become movements. I've spent 20+ years transforming with every new era of technology — from print to digital, from broadcast to social, from marketing to AI.
I'm Jezabel Barroumères — a brand strategist, serial entrepreneur, and transformation architect with over 20 years of experience across media, digital, pharma, EdTech, and AI.
My career has never been linear — and that's by design. I've built ventures, led agency teams, managed global brand ecosystems, and co-founded technology companies. Every pivot was intentional. Every transformation was a choice to grow into a bigger pot.
Today I lead SM by Calisan, a brand & media strategy agency, and co-founded DG42, an AI automation company — bringing together human strategy and machine intelligence for brands that want to build something real.
Strategic thinking — I architect brand ecosystems, not just campaigns. Community, positioning, and long-term equity.
Technology as a tool — From early digital to generative AI, I use technology to amplify human creativity, never replace it.
Transformation expertise — I've led brands and ventures through every major industry shift of the last two decades.
Europe — Global
Spanish · English · French
Pharma OTC · Consumer Goods · Personal Brand · AI Strategy
Peeling Wave · Olalang · DG42 · SM by Calisan
Every chapter of my career started with a question: what's changing, and how do I lead through it? I didn't wait for transformation to happen to me. I moved toward it — deliberately, repeatedly, and with full conviction.
Argentina Journalism & Print Media
Started in one of Argentina's top national newspapers — learning the foundations of storytelling, editorial judgment, and audience thinking at the highest level. The craft of writing for mass audiences never left me.
MSN Microsoft · MSN Sales House
Joined as one of the first employees at MSN's Sales House for Hispanic markets — at a moment when the internet was rewriting the rules of media. Led commercial strategy across the region as digital advertising was born. Early mover. First adapter.
FOX FOX International Channels
Moved into international broadcast at FOX, managing media strategy and partnerships across multiple markets. Learned how global brands localize — how to adapt a worldwide narrative for a regional audience without losing the power of the mother brand.
Founded · 2012 Peeling Wave
Founded Peeling Wave — a social-first guerrilla agency specialising exclusively in pharma OTC and consumer goods. Developed the "audience-first, community-before-product" methodology that became our signature. For Buscapina FEM, we grew from zero to 500,000 engaged community members across Argentina and Colombia. For Dulcolax, we built 100K+ engaged followers across 4 countries with a 3% CTR — 7× the industry average — at under $1 per engagement.
Founded · 2016 Olalang · Multilingualbbies
Co-founded Olalang and Multilingualbbies — an online language education platform that built a network of 2,500 teachers across 12+ languages in just six months. Launched live events in Barcelona and Madrid with 6,000 attendees per city, 3 talks a day, 120 people per session. Building this while managing a newborn was the ultimate test of entrepreneurial resilience — and the one I'm most proud of.
Co-founded · Now DG42 · AI Intelligence
Co-founded DG42 to put AI intelligence at the service of brand strategy. From FeedbackCraft — an AI marketing agent that turns customer reviews into full campaign strategies in 3 minutes — to automation tools that make enterprise-level marketing accessible to any brand. The strategy is always human. The intelligence is always live.
"Its roots have outgrown the pot. Without a bigger space, it can't thrive."
That's what I realized watching my lemon tree one weekend. It wasn't dying — it was constrained. It had grown as far as its container would allow. Sound familiar?
That's been my career. Every time I hit the walls of a role, an industry, a technology — I didn't wait. I found a bigger pot. Print taught me storytelling. Digital taught me distribution. Social taught me community. AI is teaching me speed at scale.
The roots are the same. The container keeps changing.
I believe that transformation isn't a crisis — it's a skill. And the best brand strategists, the best founders, the best leaders, are the ones who recognize when their roots need more space — and move before they're forced to.
I've always moved toward the unknown. Every new era of technology is an invitation, not a threat.
Real communities are built before you sell anything. I've proved this across pharma, EdTech, and consumer brands.
A strategy isn't a document. It's a living thing that responds to signals, shifts tone, and stays close to the human.
AI amplifies what's already human in your brand. The strategy, the voice, the story — that's always ours.
I believe women who build should show up, speak up, and keep building — for themselves and as models for the next generation.
"How to be a marketer, create brands from scratch, and use AI to our advantage — while rescuing our human side."
Follow on LinkedIn ↗Brand strategy, transformation consulting, speaking, or just a conversation about what's next.
office@calisan.io