Episode 2: Sherí Barros
Pivot with Purpose: Sherí Barros on Building Game-Changing Brand Partnerships & Leading with Impact
A Corporate Baddie Podcast Recap
In this episode of The Corporate Baddie, host Jen Werner sits down with the powerhouse that is Sherí Barros—a globally recognized marketing executive whose 20-year career spans the NFL, NBA, WNBA, NHL, UFC, and now the nonprofit world as CMO of ZERO Prostate Cancer.
Sherí’s journey is anything but linear—and that’s exactly the point. From grassroots sports marketing to saving lives through advocacy, this conversation is a masterclass in purpose-driven leadership, brand strategy, and career reinvention.
From Psychology to Sports to Purpose-Driven Marketing
Sherí didn’t plan to be a marketer. She studied psychology at Florida State, guided by her curiosity about human behavior. A chance internship at the PGA Championship changed everything and set her on a path into the male-dominated world of sports.
Her big lesson?
“You don’t need a master plan—you need passion and the courage to pivot.”
That pivot led her to roles with the Atlanta Falcons, Texas Rangers, and a marketing agency before landing at the American Cancer Society, where her work blended sports partnerships with meaningful impact.
Transferable Skills Are Your Superpower
Throughout her story, Sherí shares the importance of recognizing when your skills transfer, even if the title doesn’t match.
“When I was hired by the Falcons, it wasn’t despite my diverse experience—it was because of it.”
She encourages listeners to use their entire toolkit- creative, strategic, relational - and not be afraid to apply them in new industries or roles.
Leading with Vision, Empathy & Transparency
Now as CMO of ZERO Prostate Cancer, Sherí is leading a transformation not just of brand and marketing strategy, but of how men’s health is talked about.
Her approach to leadership is grounded in:
Clear vision
Two-way transparency
Empowerment through change
She encourages her team to not only support the org’s mission but to think about their own growth and career development along the way.
Blitz the Barriers: Changing the Face of Men’s Health
One of Sherí’s first major initiatives? Naming and launching a bold new campaign for ZERO. The result?
Blitz the Barriers — the largest prostate cancer patient initiative in U.S. history, backed by Novartis and featuring Matthew Knowles (yes, Beyoncé’s dad) as global ambassador.
The campaign’s message is simple: Don’t just survive - attack the barriers. It’s about empowerment, action, and changing the narrative around men’s health.
Advice to Her Younger Self?
“Don’t take yourself so seriously. Let your lighter side show - and don’t build armor you don’t need.”
Sherí reflects on the tension of leading in high-pressure environments and the importance of showing up as your full self.
Her Corporate Baddie Moment?
Naming Blitz the Barriers. With just a month before launch, her team scrapped the original name options. She trusted her instinct, listened to real feedback, and delivered a name that’s bold, strategic, and completely brand-right.
“When I heard Matthew Knowles say it in an interview ‘You’ve got to blitz this thing’ I knew we got it right.”
This one’s for anyone navigating change, chasing impact, or wondering if it’s time for your next big pivot.
