617 Collective LLC, a New York-based acquisition platform focused on founder-led agencies in modern marketing, media, and the creator economy, has appointed Victor Martinez as Partner and Head of Capital Markets. Martinez brings more than 20 years of experience from Citi and JPMorgan, where he advised on financing and strategic growth in technology, media, and consumer sectors. His appointment strengthens the firm's institutional infrastructure as it plans to deploy up to $100 million in acquisitions this year.
Martinez will lead 617 Collective's capital markets strategy, managing strategic financing relationships, lender engagement, and corporate development. The firm targets founder-led businesses in influencer marketing, talent management, public relations, digital media, creative services, branded content, and creator commerce. Unlike traditional private equity roll-up strategies, 617 Collective follows a long-term holding model that preserves founder leadership and brand identity while providing capital and operational resources.
Managing Partner Cynthia Monroy stated that Martinez's appointment is an important step in institutionalizing the firm, adding that his experience strengthens their ability to execute with discipline and credibility. Martinez expressed excitement about building the capital markets relationships needed to support the platform's growth.
617 Collective has already begun executing its strategy through acquisitions of Nominee and Zanahoria Azul, two founder-led agencies that reflect the firm's focus on specialized, culturally relevant businesses. These deals exemplify the firm's long-term partnership model, which aims to scale while preserving leadership and brand identity.
As the creator economy matures, founders increasingly seek partners that provide scale and operational support without sacrificing independence. 617 Collective's model combines patient capital, operational expertise, and shared services to build a portfolio of category-leading businesses positioned for long-term growth.
