617 Collective LLC, a New York-based acquisition platform targeting founder-led agencies in modern marketing, media, and the creator economy, has appointed Victor Martinez as Partner and Head of Capital Markets. Martinez will oversee the firm's capital markets strategy, strategic financing relationships, lender engagement, and corporate development as it plans to deploy up to $100 million in acquisitions and partnerships this year.
Martinez brings over 20 years of experience from Citi and JPMorgan, where he advised companies on financing, growth initiatives, and capital formation across technology, media, and consumer sectors. His role at 617 Collective involves working with banks, lenders, private investment firms, family offices, and strategic financial partners to support the acquisition pipeline and platform growth.
The appointment strengthens the institutional infrastructure needed to execute a disciplined acquisition strategy in a fragmented sector. 617 Collective targets businesses in influencer marketing, talent management, public relations, digital media, creative services, branded content, and creator commerce. Unlike traditional private equity-backed roll-ups, the firm follows a long-term holding model that preserves founder leadership, creative independence, and brand identity while providing capital, operational resources, and strategic guidance.
Cynthia Monroy, Managing Partner of 617 Collective, said: "Victor's appointment is an important step in the continued institutionalization of 617 Collective. His experience across global banking, capital markets, and strategic financing strengthens our ability to execute our acquisition strategy with discipline and credibility."
Martinez added: "617 Collective is addressing a fragmented market with a disciplined acquisition strategy and long-term ownership model. I'm excited to help build the capital markets relationships and strategic financing framework needed to support the platform's growth and acquisition pipeline."
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 transactions exemplify the long-term partnership model, preserving founder leadership and brand identity while providing infrastructure and strategic support to scale.
As the creator economy and modern marketing services sector matures, founders increasingly seek partners that offer scale, operational support, and long-term alignment without sacrificing independence or client relationships. By combining patient capital, operational expertise, shared services, and sector-specific knowledge, 617 Collective aims to build a portfolio of category-leading businesses positioned for long-term growth.
