Summary
Overview
Work History
Education
Skills
Websites
Board Memberships
Timeline
Generic
Sherlen Archibald

Sherlen Archibald

Global Influencer Marketing Executive | Culture & Brand Storytelling Strategist
New York,NY

Summary

Dynamic marketing executive with 15+ years scaling global influencer and cultural marketing programs across EMEA, LATAM, APAC, and North America. Led 400+ influencer and creator campaigns, delivering 4B+ impressions and driving 300% YoY audience growth across Google, YouTube, TikTok, and Meta. Executive leadership experience at Google, launching global campaigns with BTS, Venus Williams, J. Balvin, Ryan Garcia, and FKA twigs. Built strategic brand alliances with Netflix, Disney, and Red Bull, while securing $1M+ annual agency revenue at We The Roses. Expertise in cross-functional leadership, talent partnerships, multicultural audience growth, and scaling influencer ecosystems for sports, entertainment, and lifestyle brands.

Overview

19
19
years of professional experience

Work History

Co-Founder | Global Influencer & Experiential Strategy Lead

We The Roses Agency
01.2017 - Current
  • Founded and scaled a cultural marketing agency, delivering 200+ influencer and creator campaigns and partnering with 50+ global brands including Target, Netflix, and Carnegie Hall.
  • Drove $1M+ in annual revenue, building cross-regional influencer ecosystems across EMEA, LATAM, APAC, and North America.
  • Concepted, executive produced, and talent-wrangled Culture Threads for Google, generating 5M+ organic views and featuring global talent like Anderson .Paak and K-pop star Yunjin.
  • Launched TikTok channel campaigns with 20+ creators on a $250K paid media budget, achieving 2B+ impressions across TikTok, Meta, YouTube, and X (formerly Twitter).
  • Led creator-driven social launches that achieved 243% audience growth for major cultural initiatives, including the Lin-Manuel Miranda Fund’s RISE launch.
  • Negotiated paid and non-paid talent partnerships, brokered strategic collaborations, and managed operational teams across 4 global regions.
  • Oversaw budgets, stakeholder communications, and campaign execution for Gen Z and multicultural audience engagement.

Global Influencer Lead

Google Arts & Culture (Consultant via We The Roses)
01.2018 - 01.2024
  • Architected a global influencer marketing strategy expanding Google Arts & Culture's reach across 80+ countries.
  • Activated 150+ global creators across 75+ campaigns, generating over 2 billion impressions worldwide.
  • Produced record-setting campaigns including the Kpop BTS global launch and Art Zoom projects, driving 250M+ impressions and elevating the channel into Google's Top 3 social brand platforms.
  • Brokered strategic collaborations with Netflix and Disney, producing earned media activations with Tier 1 talent including Dwayne "The Rock" Johnson, Gal Gadot, and Ryan Reynolds.
  • Secured and managed partnerships with 30+ high-profile celebrities, artists, and athletes across global campaigns.
  • Achieved 300% YoY social growth, significantly expanding Gen Z and Millennial audience engagement (ages 18–34).
  • Led cross-functional execution across Legal, Policy, Communications, and Marketing teams, managing influencer budgets up to $300K per project.
  • Executed platform amplification strategies across TikTok, Meta, YouTube, and X (formerly Twitter), and localized influencer content for markets across EMEA, LATAM, APAC, and North America.

Co-Founder & Board Member

We The Roses Foundation
01.2021 - Current
  • Founded and scaled a non-profit advancing global artistic empowerment and wellness initiatives.
  • Launched 5 signature programs, engaging 55 artists across the U.S., Canada, and Africa.
  • Secured grants from BC Arts Council, Emerson Collective, and Canada Council for the Arts.
  • Built partnerships with VIFF, Vancouver Art Gallery, PuSH Festival, and TED to expand programming.
  • Managed annual budgets up to $125K and led a 5-person operational and advisory team.
  • Focused initiatives on engaging multicultural audiences and promoting creative wellness globally..

Founder / Partner

AGW Group (Archibald Gorode Witkin Group)
01.2013 - 01.2016
  • Led and delivered 30 major PR and influencer campaigns across entertainment, fashion, and lifestyle sectors.
  • Managed partnerships and activations for 20 brand and artist collaborations, including Red Bull Arts New York, 47' Sports Brand, HBO, Target, and Time Inc.
  • Produced the award-winning Target x TOMS influencer campaign achieving 260M+ impressions and earning two Cannes Lions.
  • Oversaw a 12-person team to execute U.S.-based multi-city campaigns targeting multicultural and youth-driven audiences.
  • Negotiated high-value talent deals and secured influencer partnerships with over 20 celebrities and artists.
  • Managed campaign budgets up to $400K, delivering earned media impact and extending brand reach through national media placements.
  • Collaborated with Sports apparel brand 47' on sports-focused social and cultural campaigns connecting sports, music, and lifestyle audiences.

Senior Director, Media Relations & Digital

The Chamber Group
01.2006 - 01.2013
  • Led 100+ PR, media campaigns for 40+ celebrity and brand clients including NBA stars Chris Paul and Jamal Crawford, OutKast, Drake, Versace, and Ford Motor Company.
  • Drove national media placements across The New York Times, GQ, Vogue, USA Today, The Tonight Show, the Grammy Awards, and the Academy Awards.
  • Negotiated brand partnerships and influencer activations, including RIM BlackBerry's ad campaign across with EDM DJ's The Martinez Brothers. Media ran across OOH, TV (The Grammy's) and Digital.
  • Directed multi-market national and international campaigns targeting multicultural and Gen Z audiences, including Essence Music Festival activations.
  • Managed cross-functional teams across clients, brands, and media partners, ensuring high-profile talent management and brand integration success.

Education

Social Media Marketing Coursework - Social Media Marketing

General Assembly
New York
05.2001 -

Bachelor of Arts (B.A.) - Psychology

Syracuse University
New York
06-2006

Skills

  • Global Influencer Marketing

  • Cultural Brand Strategy

  • Entertainment Partnerships

  • Executive Leadership

  • Talent Curation

  • Digital Social Strategy

  • Audience Growth

  • Cross-Functional Team Collaboration

  • P&L and Budget Management

Board Memberships

  • Board Member, Open House New York (OHNY)
  • Founding Member, ARTNOIR Collective

Timeline

Co-Founder & Board Member

We The Roses Foundation
01.2021 - Current

Global Influencer Lead

Google Arts & Culture (Consultant via We The Roses)
01.2018 - 01.2024

Co-Founder | Global Influencer & Experiential Strategy Lead

We The Roses Agency
01.2017 - Current

Founder / Partner

AGW Group (Archibald Gorode Witkin Group)
01.2013 - 01.2016

Senior Director, Media Relations & Digital

The Chamber Group
01.2006 - 01.2013

Social Media Marketing Coursework - Social Media Marketing

General Assembly
05.2001 -

Bachelor of Arts (B.A.) - Psychology

Syracuse University

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Sherlen ArchibaldGlobal Influencer Marketing Executive | Culture & Brand Storytelling Strategist