Sherry Wu is Partner and Associate Director at Boston Consulting Group, where she leads the firm’s precision influencer marketing practice. She is the architect of BCG’s tribe-based targeting methodology, which identifies consumer communities through primary research and social listening before any influencer selection begins. Her pilot campaigns applying this methodology have delivered 4-6x earned media efficiency improvement, 20% sales uplift, and 80-90% positive sentiment. She is co-author of BCG’s foundational publications in this space, including “In Influencer Marketing, Precision Wins” (2025) and “Cracking the Code of Influencer Marketing” (2025). She provided the analytical framework against which this report’s survey findings are evaluated and co-authored the recommendations.
