Winsome Callum’s blueprint for accelerating action

WINSOME Callum has spent her career mastering the art of communication, resilience, and leadership. As a trailblazer in reputation management and crisis communication, she has weathered storms—both literally and figuratively—while becoming the voice of the Jamaica Public Service Company (JPS), and an inspiration to many, especially women in the industry. Her philosophy is to keep moving forward no matter the challenge. It is this mindset that has propelled her from humble beginnings to the pinnacle of corporate communications in Jamaica.

Born and raised in Bamboo, St Ann, Callum’s formative years were deeply rooted in the values of discipline, hard work, and the pursuit of knowledge. Her early education at Bamboo All-Age and later at St Hilda’s Diocesan High School laid the foundation for her academic success.

Determined to expand her horizons, Callum attended Brown’s Town Community College, The University of the West Indies, and further completed her postgraduate studies at The University of Hull in England as a Commonwealth Scholar, and later pursued an Executive MBA at the University of New Orleans.

Being the third of six children raised by a single mother, she understood early on that success required persistence and determination. Education became her stepping stone, and she pursued it with focus.

“My mother instilled in us that we could be bigger than where we started, that we shouldn’t limit what we could achieve. She emphasised the importance of education as the way out of poverty, and she drilled it into us,” she shared.

Breaking barriers in corporate communications

With more than 20 years of experience in reputation management and communications, Callum has served in key roles across several national institutions. She honed her expertise at Institute of Jamaica, National Housing Trust, and Jamaica Information Service before making her mark at JPS.

For over a decade, she has been the face of JPS during crises, standing firm in the face of criticism while making every effort to provide the public with timely and transparent communication. Her ability to navigate tough situations, address concerns, and manage corporate reputation has cemented her as one of the most formidable communication professionals in the region.

Now the director of corporate communications, her job is anything but easy.

“JPS was, and still is, one of the most talked-about companies in Jamaica. People often complain about billing, outages, and the cost of the service. One of the biggest challenges we have had to deal with is the general perception of the company. People thought we were unresponsive and uncaring. I believe we have made some headway in changing that. I have been very intentional in playing my part in changing that perception by making myself available, showing up in difficult situations, and leading the strategy to humanise the company. The overarching objective is to get customers to see JPS as more than wires and poles, but as a company made up of people doing our best to serve them,” she said.

A legacy of leadership and mentorship

Callum doesn’t just lead, she uplifts others. Throughout her career, she has been a mentor, guiding young professionals, particularly women, who aspire to excel in public relations and communication.

“I am most proud of how we transformed the company’s communication strategy and built stronger relationships with customers. But another achievement I’m especially proud of is mentoring young professionals. I helped develop many of the next-generation leaders in JPS’ communications team, and seeing them thrive has been incredibly rewarding. Some have left the company to set up their own businesses, and I am so proud of how well they are doing,” she said.

She encourages young women to own their power. “For women, in particular, I would say: don’t be afraid to be yourself. There is power in being uniquely you — embrace all of who you are and don’t try to imitate anyone else. The only person you should compete with is yourself. Every day, try to be a better version of the person you were yesterday. No one else can make the unique contribution that you were created to make. Once you recognise that, you are well positioned to make a powerful impact.”

The next chapter

Callum has accomplished much, but she is far from finished. She continues to push boundaries, innovate, and inspire.

“I want to use my experience to help professionals navigate challenges. I’m passionate about mentoring the next generation of leaders as I’ve had incredible opportunities throughout my career, and I want to pay it forward by sharing what I’ve learned,” she said.

Winsome Callum (2nd right) leads by example, fostering a culture of mentorship and empowerment within the JPS communications team. Pictured from left are Audrey Williams, media & PR manager; Shenee Tabannah Anderson, brand experience & special projects officer; and Ruthlyn Johnson, customer service area manager east.

Winsome Callum