Client Start Year End Year
Massachusetts Health Connector 2017 Current
Tufts Health Plan - Harvard Pilgrim 2020 Current
Massachusetts Department of Labor and Workforce Development 2020 Current
MA Department of Public Health 2019 Current
Massachusetts DOT 2019 Current
Massachusetts Department of Housing & Community Development 2019 Current
Eastern Bank 2017 Current
Cruz Construction 2015 Current
Harvard Street Neighborhood Health Center 2022 Current
Boston Public Health Commission 2021 Current

Archipelago Strategies Group (“ASG”) is a full-service agency based in Boston. In 2013, Latina social marketing expert Josiane Martinez founded ASG with a vision of “marketing with purpose.” ASG helps organizations connect with diverse audiences through integrated, multi-channel, and multicultural campaigns - increase access to health care, education, economic opportunities, and more.

ASG specializes in social marketing, which applies marketing principles and techniques to create, communicate, and deliver influential content to achieve an equitable common good. This approach has proven successful in serving more than 200 clients in Massachusetts, nationally, and internationally in the government, health care and nonprofit sectors since our founding.

ASG is a certified Minority-Owned, Woman-Owned, and LGBTQ- Owned business enterprise, and was recognized as the 2017 Minority-Owned Small Business of the Year by the U.S. SBA. Three-quarters of ASG’s staff are bilingual in Spanish/English and Portuguese/English - this unique language capacity allows ASG to encourage diverse communities across the Commonwealth to grow and thrive.

  • Josiane Martinez

    Josiane Martinez

    Founder & CEO

    Josiane Martinez is CEO and Founder of ASG. She is the marketing mastermind behind campaigns that have generated record results for clients, particularly in the public and governmental sector. She holds nearly 20 years of experience working in public policy, and prior to ASG, served as Director of Specialized Media for Governor Patrick and Executive Director of the MA office for Refugees and Immigrants. Outside of work, Josiane enjoys weekend trips to Provincetown with her family and cherishes moments spent with her son watching Disney films. Josiane holds an MBA in Marketing, Management, Strategy and Finance from Simmons College in Boston and a BA in Public Communications and Political Science from Universidad de Puerto Rico.
  • Gaby Quintero

    Gaby Quintero

    SVP of Client Services & Delivery

    Gaby is Senior Vice President of Operations at ASG. She is an executive decision-maker and plays a key role in handling internal and external affairs. She is the backbone of business strategies and helps drive overall company performance. Prior to ASG, she was Editor of The Internal News Desk at Red Más Noticias and Senior Producer for Bienmesabe Magazine. Outside of work, Gaby loves planning and hosting dinner parties and stays active by going on scenic hikes with her family and two dogs. Gaby holds a BA in Communication Studies with a concentration in Journalism from Universidad Católica Andrés Bellos in Venezuela and a MA in International Relations from Pontificia Universidad Javeriana in Columbia.
  • Fred Martins

    Fred Martins

    Creative Director

    Fernando is Creative Director at ASG who is responsible for leading creative projects and supervising other copywriters and artists to create work for websites, advertisements or campaigns. Prior to ASG, they worked as Creative Director for several agencies in the BtoB Technology Sector launching brands in the Biotech and Process Control Sectors. Outside of work, Fernando is an award-winning fine art photographer with many works in local museums and private collections. Of their many eclectic hobbies include building traditional New England stone walls that hold a meaningful history and add to the rustic charm of New England. Fernando holds a BA from New England School of Art and Design.
  • Paulina Rodriguez

    Paulina Rodriguez

    Associate Director of Marketing, Client Services & Delivery

    Paulina is Associate Director of Marketing and Client Services and Delivery at ASG. Paulina leads marketing strategies and is responsible for developing and managing client projects. Paulina formerly served as our Multicultural Marketing Specialist and Analyst. Prior to ASG, she was Multicultural Marketing Coordinator at HBO. Outside of work, she loves spending time with family and taking part in enriching experiences such as visiting Boston’s top-tier art museums or watching cultural documentaries. Paulina holds a double BS in Business Administration for Marketing and Environmental Sustainability from Babson College in Massachusetts.
  • Myer Henderson

    Myer Henderson

    Director of Business Development

    Myer is Director of Business Development at ASG and is responsible for all aspects of entrepreneurial development such as increasing revenue, seeking new business opportunities and growing the brand. Prior to ASG, he had leadership roles in Sales and Marketing in Higher Ed, Global Healthcare and the experiential travel sectors. He recently consulted for a mental health tech company, TalkLife, and led partnership growth for Work The World, an international education healthcare program provider. Outside of work, Myer enjoys cooking Argentine-inspired asados, exploring local Massachusetts beaches and state parks with his family and stays active by playing tennis. Myer holds an MA in International Management from the School for International Training in Brattleboro, Vermont.