Jennifer Archer

Executive Vice President, Consumer and General Manager, Seattle

Jennifer Archer, executive vice president, consumer, and general manager, Seattle, specializes in combining brand vision and purpose with consumer audience interests to shift perceptions, drive sales and cultivate consumer advocacy.

At WE, Archer leads consumer marketing and communications teams that drive bottom-line results. She has built tastemaker influencer programs for Microsoft, headed up global communications with Skype, driven consumer demand for Woodford Reserve bourbon, promoted Private Label CPG products, and increased adoption of Albertsons Companies’ app, rewards and e-commerce solutions. She leads WE Communications’ work with Ste Michelle Wine Estates, directing corporate and brand programs for SMWE brands like Chateau Ste Michelle, 14 Hands, Intrinsic, H3, Erath and others. She brings extensive communications and marketing experience in the video game, consumer product and entertainment industries, where she has directed clients on consumer strategy for 20+ years. Before WE, she was with Golin, leading public relations and marketing efforts for Nintendo of America, including strategic market debuts for popular video game systems like the Nintendo DS and Wii. Over the course of her career, Archer has driven campaigns for brands like Ketel One, Patrón Tequila, the Austrian Film Commission and the California Film Commission, and garnered industry awards and accolades from PRWeek, the Public Relations Society of America (PRSA) and SABRE awards.

Archer served on the corporate council for Make-a-Wish Foundation, working to drive “Wish” funding for critically ill children, and has led pro bono work for the Auction of Washington Wines, in support of viticulture and enology education, as well as Seattle Children’s Hospital. In her downtime, she enjoys skiing, baking, horseback riding, home bartending and monkeying around with her husband and three boys.