Kirsten Atkinson’s journey in the advertising industry is as inspiring as it is dynamic. As a proud alumna of Clark Atlanta University and a mother of five, Kirsten has built a career that not only highlights her strategic vision but also reinforces her dedication to diversity, equity, and inclusion (DEI). Today, she stands at the helm as the global head of sales at Complex, where she pioneers campaigns that bridge major brands with cultural movements, all while remaining deeply committed to her family and community.
The only reason I’m in advertising is because of that DEI effort.
Kirsten’s entry into advertising began with an impactful DEI initiative led by Renetta McCann, former CEO, Worldwide of Starcom Mediavest Group. This initiative brought senior Black leaders to HBCUs, igniting a recruitment pipeline that ultimately shaped Kirsten’s career path. “The only reason I’m in advertising is because of that DEI effort,” Kirsten told WayMaker Journal. Captivated by the potential of media to influence culture, she was flown to Chicago for interviews and soon joined the agency world, marking the start of what would become a notable career. Over the years, Atkinson has used her influence to create more inclusive spaces in the industry, championing DEI through organizations like AdColor and Think LA, where she’s helping to launch the first-ever diversity summit. Her dedication to these causes has allowed her to not only break barriers but also pave the way for future generations of diverse leaders.
Balancing her thriving career with her roles as a mother and partner is no small feat. Kirsten admits there is no perfect formula for balance but believes in prioritizing what matters most in each moment. For Kirsten, family and work are not opposing forces but intertwined values. Her five children have watched her build a career grounded in cultural pride, and they are not only her motivation but also her strongest supporters.
Kirsten’s journey from Clark Atlanta University to the top of her field underscores the power of HBCUs in fostering identity, resilience, and ambition. As one of the few Black women in a senior leadership role in media, she recognizes the unique responsibility she holds: representing her community, advocating for DEI, and inspiring others to pursue their passions boldly. Her story is one of innovation and heart, a testament to how blending cultural heritage with professional ambition can shape not only an industry but also a legacy.
She spoke candidly with WayMaker Journal about it all. The chat has been edited for length.
WayMaker Journal: What has been the most pivotal moment in your career thus far, and how does it shape your approach to leadership and innovation?
Kirsten Atkinson: There are so many pivotal points in my career because, as you can see, I pivoted a lot. I was on the agency side for 18 years and entered the sales industry about eight years ago. Having the opportunity to explore two very different but complementary sides of advertising has driven innovation and growth throughout my career. If I had to point to one particular sort of shift in my career, it was the opportunity to bring the feature film Black Panther to Lexus as a co-marketing agreement with Marvel Universe. And the reason that was pivotal was because [when we] talk about the use of innovation, it was not just about integrating the car into a movie. It was how do we weave the Lexus brand into the fabric of Black culture by way of an iconic storytelling moment, but also [how to] reach Black men in a unique way, outside of Sports. We looked at the partnership through a 360 lens.
The table stakes were getting the car in the film, but it was also about how we align two IPs to launch the remarkable from experiential, talent, and influencer partnerships and and a graphic novel with the principles behind the film. We appropriately launched the partnership at Comic-Con in San Diego with the late Chadwick Bowman and Director Ryan Coogler with Black Eyed Peas performing to make it a true launch moment and celebratory moment for both brands prior to release.
When you really think about almost 24 years of experience in advertising, that moment was the most pivotal because it demonstrated the power of entertainment and how it can truly change brand perception and engage new audiences.
WM: What do you think were the key elements that made that partnership truly successful and impactful?
KA: It’s interesting because today my job at Complex is focused on helping brands enter culture, and that’s what this [Marvel project] was without truly understanding the full potential at the onset of the project. What made this partnership successful was ultimately cementing Lexus as part of a cultural movement within a franchise that will be everlasting in the Black community. Also, one that goes beyond logo slapping, and fully integrating the brand into the fabric of the Black Panther franchise.
It’s about looking at the DNA of the client’s brand, looking at the DNA of the publisher involved, and the partnership overall and making sure you understand where the cross sections of commonality live, because that’s where the magic happens. In this case, Lexus and Black Panthers Wakanda shared value were innovation and technology. While Wakanda is the most technologically advanced and richest country in the Marvel cinematic universe, Lexus is also a luxury vehicle laser-focused on tech, innovation and its consumer experience. The perfect synergy between both brands which made brokering an authentic connection seamless.
WM: You’ve pivoted so much, how did you identify what you were good at to make it a career?
KA: In the beginning, when I went to Clark Atlanta, I majored in mass media arts and minored in public relations. I thought I wanted to be on the PR side. What I learned through studying, is it’s about the story you’re telling. It’s about the headline. When I went into media years ago, the idea of “brand partnerships” didn’t exist; influencers didn’t exist, creators didn’t exist. It was about the television screen or newspaper or radio ad. I learned early on that I love the strategic part of advertising. When I think about when digital launched, it provides a platform for extended storytelling.
I have done different things throughout my career where my managers have said to me, “I have no idea what you’re doing, but you’re selling it so keep going.” Ironically, the first brand partnership I did in 2005 was with Marc Ecko, the founder of Complex, with my client at the time, Nissan North America. I worked at Omnicom and I approached Marc and his team [with the idea] to do a modification of two vehicles, the Nissan Armada and the Nissan Pathfinder. I wanted [Marc] to customize these vehicles as a designer because he had the hottest brand on the market, Ecko Unltd, and Nissan wanted to appeal to younger, cool, and diverse audiences. We successfully pulled off the program and launched the vehicles and apparel at the Magic Apparel & Trade Show in Las Vegas. We also launched two in-market events for Nissan, where Ecko also released apparel to consumers to align with each of the vehicles distinctive characteristics. Creating a capsule for the SUVs was before its time. We didn’t have collabs back then, and media agencies weren’t approaching designers to do work like this. Needless to say, the program was a huge success.
With the success of this partnership, I knew the way I approached media planning was different. I learned early on that this discipline can be creative by connecting media with tangible experiences and products. Also, the ability to create never-been-done, first-to-market programs that still leverage media for amplification to get funded is the secret sauce.
WM: What successes are you most proud of outside of just producing the idea?
KA: I believe in representation. I’m lucky to have the opportunity to drive DEI through my everyday work because of the audiences we reach and the clients we have the privilege to work with. Also, my role as Co-President of ThinkLA where I launched our first-ever Diversity Summit three years ago, also allows me to continue my work in the space. Before coming to Complex, in my previous role at NBC Universal, I was also Co-Lead of BOLD Black & Brilliant ERG where I helped employees navigate through the George Floyd post-traumatic time period. This is the work I’m most proud of.
With that being said, today, my job is to help brands enter culture. I’m lucky to be able to bridge these two worlds, DEI and Brand Partnerships, which is what has brought me to this point in my career. I started to champion DEI as a passion point throughout my career. Today, I use this knowledge and experience to help clients understand the importance of engaging diverse audiences and how to authentically do so. So it’s a full circle moment where I educate clients on the importance of how youth and diverse audiences drive business results and help them activate these strategies. The privilege of bringing those two worlds together is one the success most rewarding elements of my career.
WM: Data is vital in the media and advertising space. Encompassing meeting the audiences where they are, how do you inform your strategic decisions, particularly in your current role?
KA: My job is not only about data-driven solutions. With Content, Commerce and Experiences our primary got-to-market approach, it’s about listening, learning, and applying. I understand my clients’ needs, what they’re challenged with, and what their priorities are. I then help them connect the dots from there to launch something remarkable.
I am a steward and curious about my client’s business so that I can make the right recommendations. This can’t be a data driven solution alone. That’s not how you move culture. It’s instinctual, while balancing traditional media metrics. For custom programs we also include brand studies to help quantify the qualitative impact of our efforts. Social listening is also critical as our audience is discerning and not shy about calling out inauthentic work. Audience sentiment is leveraged to refine our approach to ensure we connect effectively.
WM: How do you manage to strike a balance between your professional responsibilities and family life?
KA: I always tell people there’s no such thing as balance. It is always deciding what’s priority in the moment. When I’m with my kids, they are my priority. There are moments where I must prioritize work and the kids understand that.
The true balance is over time, not in the moment. If I’m with my partner and we need that moment together, everything stops. If I’m at work and I need to go hard in the paint, that’s just what it is in that moment. I try to be true to what’s important in the moment and search and strive for balance over time. And it helps when you have kids who grew up in a business. It also helps to have kids who are great students and good humans, because I don’t think I could do it without the support that they give.
At the end of the day, I don’t really care about anything else but that the kids are ultimately happy.
WM: As a mom and a leader, are there any lessons from your career that you actively pass down to your kids?
KA: The biggest thing is don’t chase the money. Chase the passion. Love what you do, and just have fun. The biggest compliment that I’ve ever gotten from one of the kids, is when my daughter Madison said, “Mom, I’m happy.” It was on Mother’s Day, and we spent it in Los Cabo together, just the two of us.
It almost brought me to tears because that’s what a Mother strives for. At the end of the day, I don’t really care about anything else, but that the kids are ultimately happy. That’s what I want to pass down to the kids.
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“Clark Atlanta’s motto is ‘Find a way or make one,’ and this shaped my approach to life.”
WM: How did your HBCU experience shape your professional journey and outlook on?
KA: I was one of five Black students to graduate from my high school in Sacramento, California. Attending an HBCU was the most important decision I made in my life and extremely important to my identity. My family is from a diverse city in the Midwest and I grew up in Black churches, so I was surrounded by my community at a young age, but I didn’t have that cultural experience or history that I needed know my place in the world. So Clark Atlanta shaped my life as I saw diversity in Black people for the first time. I learned we are not a monolithic people. That our ancestors were resilient and that resiliency lives in me. The experience challenged me to define the type of person that I wanted to be, not what society was limiting me to become.
Clark Atlanta’s motto is “Find a way or make one” and this shaped my approach to life. It helped me become unapologetic about who I am and what I wanted. Going to an HBCU unlocked the idea that there are limits or that others’ perceptions of you really don’t matter. The HBCU experience alleviates imposter syndrome and the feeling that you don’t belong. You leave the HBCU experience knowing that you were born for this.
WM: What advice would you give to current HBCU students who aspire to careers in media, advertising, or sales?
KA: Just go for it. Don’t be afraid to start anywhere in the organization because where you start won’t be where you end up. Also to try new things. I think we get fixated on the need to be an expert in something. I think that cultivating a career where you touch different things makes you well-rounded and a multi-hyphenate. Today there’s value in that. Employers look for talent with diverse experiences.
You have the ability to nurture as well as perform… That is a superpower.
WM: How has the networking community of the HBCU alumni influenced you to this day and or how do you stay engaged with your alma mater?
KA: I love going to homecomings. When you become a very seasoned person in your career, you end up bumping into people because they’re presidents of companies, entrepreneurs and senior leaders. Pinky Cole for example, is the founder of Slutty Vegan, while she’s not a personal friend she’s an alumni of Clark Atlanta. Her network certainly is one that overlaps with what I do every day. So being intentional about identifying where and who I collaborate with has been immensely rewarding in my career. Also finding moments where I can contribute, recruit and speak on campus has also very rewarding
Kirsten’ Waymakers
Aaron Walton, the Founder of Walton Isaacson full-service agency, hired me to launch his media department in 2015. He trusted me and gave me the creative freedom to not only show up as my full self but also lead a team to ultimately grow the team from 3 people to 20, taking revenue from $30M to $100M and he gave me a platform to really grow into who I am today as a Advertising professional. He gave me support and true partnership that kept me excited about the industry and motivated me in a way that inspired creative thinking. Today he is not only a dear friend, but a mentor – a good human.
Cherie R Cohen, the CRO of World Surf League, hired me at NBCUniversal. Having spent 18 years on the ad agency side of the business, she believed in my ability to become a portfolio Seller. She brought me into an organization with no diversity. She hired me into my first sales role and taught me two things: “Own your contacts and own your clients. Nobody can ever take your relationships away from you” and “Just keep going.” Never be paralyzed because once you stop, it’s over. Don’t stop moving. Just keep going. So ironically, those two very simple concepts have helped define my sales career. Obviously, you have to hit your goals and drive revenue but relationships are king and the ability to keep going and pushing through is really the secret formula for success and I’ve modeled my sales career after.
WM: Over your career, you’ve earned many accolades. How do you see these recognitions influencing your legacy as an HBCU graduate and a leader in the media space?
KA: I feel there are many accolades to come. I’ve really been intentional about focusing on the work and not the recognition. I think my legacy will be the body of work that I’ve done, not just, that [I’m] an AdAge Media Maven. I was only 36 years old when Ad Age recognized me. I’ve also been recognized by Black Enterprise as a Top Women in Advertising & marketing, but what I care about most is the impact that I’m making for brands in the marketplace as opposed to my personal collection of trophies. My legacy will be the selflessness I’ve displayed as a servant leader, one that wants the client and team to shine first, allowing my work and legacy to speak for itself.
WM: What advice would you give to young women entering this industry?
KA: There aren’t many female head of sales in advertising and marketing. It’s tough to balance being delicate and using your voice. It’s really a dance, but know that you belong in the room, know that you add more value than your male counterpart because you have the ability to nurture as well as perform. What makes women special in the workplace is our femininity and the soft skills that we bring to the table that bring clarity and simply brighten the room. That is a superpower.
WM: What are your future goals and aspirations?
KA: In February, I was hired to take on the Head of Brand Partnerships when NTWRK and Universal Music Group (UMG) purchased Complex. My goal is to help steer the company forward by breathing new life into this organization, identifying new brand partnerships, and continuing to position Complex as the leader in youth culture. I want to unlock the power of e-commerce and the UMG partnership to accelerate revenue for the Complex portfolio.
WM: Are there specific projects or initiatives you’re looking to champion next?
KA: We launched ComplexCon Hong Kong in March, and we’re moving ComplexCon to Vegas from Long Beach this November for the first time. I want to make Las Vegas the biggest Complex success to date and to take ComplexCon to more global markets. After 22 years, the Complex brand is stronger than ever making an impact outside of the US already. I want to definitively mark ComplexCon as the cultural Super Bowl, through bigger and better Brand Partnerships. We’re already meeting this objective as this year’s Las Vegas event has surpassed last year’s goal by over 250%!
I am also excited bout launch the inaugural celebrity golf Pro-Am hosted at the Wynn Las Vegas on November 14, two days before ComplexCon. In collaboration with title sponsor Michelob ULTRA and presenting sponsor Lexus, the Complex Pro-Am will unite some of the biggest names in music, sports and entertainment with top professional golfers for an 18-hole tournament. Each team will compete for the honor of taking home the inaugural Michelob ULTRA Pro-Am cup, in partnership with Malbon Golf.
I really do want to be a part of the global movement and expand the organization beyond traditional moments outside the walls of the US.
