Josu Tellaeche

If there's one thing that has defined Josu since childhood, it's an insatiable curiosity about the world — something his Netflix documentary history makes abundantly clear. It's probably no coincidence that his background and professional experience are so multidisciplinary.

An industrial engineer with a master's in Communications Management, Josu has carved out a specialism in online and strategic marketing. As Head of AI & Innovation, he co-leads Smartbrand's AI transformation alongside Iñigo, conceptualises and develops proprietary AI tools, and shapes the Applied AI services we bring to clients. His approach is consistent: total transparency, clear architecture, measurable results, and responsible use of technology.

Josu is a music enthusiast — indie at EPIC levels — who firmly disavows a youth spent reigning over every dance floor in what is, objectively, the greatest summer holiday destination for any self-respecting Basque person: Benidorm. He also maintains there couldn't have been a better childhood than the one he had in the '80s. Though admittedly, it's the only one he's ever known…