AlleyWatch the largest organization focused on NYC Tech, in partnership with Marketing Architects celebrates the work of these individuals that serve as a catalyst for nextgen commerce innovation within the NYC Tech ecosystem.

The NYC E-Commerce Influencers on AlleyWatch is presented by Marketing Architects. Please take a minute to learn more about how to unleash the power of TV Advertising for your business with a partner that invests in your success.

Marketing Architects

Marketing Architects is an advertising agency with a 22-year history of helping companies reach major milestones. By investing our own capital into each TV campaign, we disrupt the high costs and low accountability of traditional agencies to move performance brands forward and company growth upward. Fast-growing brands such as Touch of Modern, Brandless, Coursera, and Simple Habit work with us to drive high-impact business results from TV.


Amanda Hesser


In an era where everyone is a content creator and attention span is dwindling, building a media company is difficult. For those who can build authentic communities around topics that people are truly passionate about, media can be a very good business. Amanda Hesser, the Cofounder and CEO of 52, has been able to successfully expand from content to commerce with an authoritative destination for anything food and cooking related on the web. The site boasts over 50,000 recipes that have been curated by the Food52 team, contributors, and community. In September of 2019, the company was acquired for a price tag north of $100M by TCG Capital Management, an affiliate of The Chernin Group, the media holding company of broadcast executive Peter Chernin.
With a background as a food reporter at the New York Times and later as the Food Editor of the New York Times Magazine, Hesser along with her cofounder Merrill Stubbs launched Food52 with the proceeds from a book advance in 2009. Today that community is over 16M passionate food aficionados. The company has offered over 300 brands of kitchen and housewares through an e-commerce option 2013.
In late 2018, Food52 expanded its offering to include its own direct-to-consumer line of kitchen and household products called FiveTwo. Leveraging the vast Food52 network, all products in the line are co-created with the community creating increased engagement and creating a distinct brand loyalty amongst the company's burgeoning following.
Under Hesser's leadership, Food52 had raised over $13M in reported funding prior to its acquisition with backing from investors that include Lerer Hippeau, BDMI, Vayner/RSE, Scripps Networks, Joanne Wilson, and 14W. Food brings people together in a way nothing else can and this shared passion has solidified Food52's community and presence in the e-commerce landscape.

How to Use TV to Drive Your Acquisition

What do you do when TV should be accelerating your online business, but it’s barely taking you past the starting line? Find out how DTC brand Touch of Modern worked with Marketing Architects to drive growth across their business by utilizing the television channel.