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Women's History Month
In Conversation with
Jessica Abbadia
A Techronicler interview with Jessica Abbadia
Welcome to our Women’s History Month series. Today, we are shifting our focus to the intersection of leadership, organic growth, and the shifting landscape of 2026 tech.
Our guest is Jessica Abbadia, the VP of Organic at Moburst. Originally from Brazil and now based in Portugal, Jessica brings a truly global, cross-market perspective to high-stakes growth strategy. Whether she is building scalable frameworks for world-class brands or managing the creative chaos of being a “cat mom” to three, Jessica’s approach is rooted in a unique philosophy: that speed is nothing without direction.
From her early days deconstructing systems in The Sims to her current mission of redefining AEO (Answer Engine Optimization), Jessica is a leader who chooses impact over activity and data over “gut feeling.”
Techronicler: Thank you for joining us, Jessica! Everyone has an origin story! What was the first piece of technology you ever broke, built, or fell in love with?
Jessica Abbadia:
It was not a traditional piece of technology, but The Sims bundle pack. I was completely obsessed. It was my first experience realizing that systems could be built, optimized, and shaped in creative ways. It sparked my curiosity about how structured environments work and how small decisions can influence outcomes.
Techronicler: What is the one problem or project that is taking up 80% of your brain space this month?
Jessica Abbadia:
Building AEO as a service from a completely different angle than what most agencies are doing today. I am focused on redefining the positioning, the methodology, and the long term value it can bring to clients.
Techronicler: Many women still find themselves as the ‘Only’ (only woman, only WOC) in the room. When that happens now, how do you use that visibility to your advantage rather than letting it be a weight?
Jessica Abbadia:
I genuinely believe women often bring both sensibility and big picture thinking into the room. We tend to look at the problem as a whole while also being mindful of the people inside it. That combination can elevate conversations and decisions. When I am the only woman in the room, I see it as an opportunity to bring that broader perspective forward and shape the direction in a more thoughtful way.
Techronicler:Are women in leadership still penalized for being too direct or ‘sharp-elbowed’? Have you ever had to consciously unlearn the habit of being ‘too nice’ or ‘accommodating’ to get a project across the line?
Jessica Abbadia:
I have always maintained high standards, and that has never been negotiable. At the same time, being clear and demanding does not mean being disrespectful. You can be firm and kind simultaneously.
Techronicler:From your seat, how do you see the rise of AI tools changing the trajectory for women entering engineering today?
Jessica Abbadia:
AI can remove friction from many technical processes and allow people to focus on higher value thinking. It should not replace talent but amplify it. For women entering engineering, this could lower entry barriers, accelerate learning, and create more space to focus on strategy, creativity, and leadership earlier in their careers.
Techronicler: What is the single best piece of advice you’ve ever received about negotiating—whether for salary, headcount, or project timelines?
Jessica Abbadia:
Bring your results to the table. Opinions are subjective, but measurable impact is hard to argue with.
Techronicler:What is a piece of ‘common wisdom’ in the tech industry that you completely disagree with?
Jessica Abbadia:
The idea that speed is everything. Moving fast matters, but thoughtful strategy and strong foundations win in the long term. Optimization without direction is just activity.
Jessica, thank you for showing us how to turn being the “only woman in the room” into a strategic advantage and for reminding us that being firm and being kind are not mutually exclusive—they are the foundation of a high-standard culture.
Jessica Abbadia currently serves as VP of Organic at Moburst, where she leads strategy across emerging organic growth channels. She focuses on building scalable frameworks that drive measurable impact for global brands. Originally from Brazil and now based in Portugal, she brings a cross-market perspective to growth. Outside of work, she is a proud cat mom to three, which is excellent preparation for both leadership and chaos management.