617 Collective LLC, a New York-based acquisition platform specializing in founder-led agencies across modern marketing, media, public relations, digital content, 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 advances plans to deploy up to $100 million in acquisitions and partnerships this year.
Martinez brings more than 20 years of investment banking and capital markets experience from Citi and JPMorgan, where he advised companies on financing transactions, strategic growth initiatives, public market positioning, and capital formation across technology, media, and consumer sectors. His appointment strengthens the institutional infrastructure required to execute a disciplined acquisition strategy in a fragmented and rapidly evolving sector.
As Head of Capital Markets, Martinez will work closely with banks, lenders, private investment firms, family offices, and strategic financial partners to support 617 Collective's acquisition pipeline and broader platform growth. The firm targets businesses with strong client relationships, specialized capabilities, durable market positions, and opportunities to benefit from shared infrastructure and strategic support.
Unlike traditional private equity-backed roll-up strategies, 617 Collective follows a long-term holding model designed to preserve founder leadership, creative independence, and brand identity while providing capital, operational resources, shared services, and strategic guidance. This approach aims to address the needs of founders in the creator economy and modern marketing services sector, who increasingly seek partners that offer scale and support without sacrificing independence or culture.
Cynthia Monroy, Managing Partner of 617 Collective, commented: "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."
Victor 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 on this strategy through its acquisitions of Nominee and Zanahoria Azul, two founder-led agencies that reflect the firm's focus on specialized, culturally relevant businesses across modern marketing, media, and the creator economy. These transactions are early examples of 617 Collective's partnership model, which preserves founder leadership and brand identity while providing infrastructure and strategic support to scale.
The firm's focus on the creator economy and modern marketing services is timely as the sector matures. Founders are increasingly looking for partners that offer scale, operational support, and long-term alignment without sacrificing independence, culture, 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.
This appointment and the planned deployment of up to $100 million signal 617 Collective's commitment to disciplined growth and institutional credibility in a fragmented market. The implications for the industry include potential consolidation among founder-led agencies and increased competition for acquisition targets, as well as the emergence of alternative ownership models that prioritize founder retention and long-term value creation over short-term exits.
