617 Collective LLC, a New York-based acquisition platform targeting founder-led agencies in modern marketing, media, public relations, and the creator economy, has appointed Victor Martinez as Partner and Head of Capital Markets. Martinez, who brings over 20 years of experience from Citi and JPMorgan, will oversee capital markets strategy, financing relationships, and corporate development as the firm aims to deploy up to $100 million in acquisitions this year.
Martinez's expertise in advising technology, media, and consumer companies on financing and growth initiatives will strengthen 617 Collective's ability to execute its disciplined acquisition strategy. The firm focuses on acquiring businesses in influencer marketing, talent management, digital media, creative services, and creator commerce, preserving founder leadership while providing capital and operational support.
Cynthia Monroy, Managing Partner of 617 Collective, highlighted the significance of the appointment: "Victor's experience across global banking and capital markets strengthens our ability to execute our acquisition strategy with discipline and credibility." Martinez echoed this sentiment, noting the fragmented market opportunity and his excitement to build the capital markets framework for the platform's growth.
617 Collective has already begun executing its strategy through acquisitions of Nominee and Zanahoria Azul, two founder-led agencies that exemplify the firm's focus on specialized, culturally relevant businesses. These transactions reflect the long-term holding model that distinguishes 617 Collective from traditional private equity-backed roll-ups, emphasizing founder independence and brand identity.
As the creator economy matures, founders increasingly seek partners that offer scale and support without sacrificing autonomy. By combining patient capital with operational expertise, 617 Collective aims to build a portfolio of category-leading businesses positioned for long-term growth.
