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.


Fabrice Grinda

FJ Labs

Serial entrepreneur-turned-investor Fabrice Grinda is one of the Founding Partners at FJ Labs, which he cofounded with Jose Marin in 2015. Grinda is a noted expert in marketplaces and consumer-facing startups. His deep understanding of the e-commerce landscape and where it is going becomes readily apparent in seconds if you ever get the chance to hear him speak.
A graduate of Princeton, Grinda landed a role at McKinsey out of college. It wasn't long before his entrepreneurial bug hit. He launched three successful companies in 8 years including Aucland, one of the top auction sites in Europe that was acquired for $80M. His last company OLX, the alternative to Craig's List and eBay outside of the United States, was acquired by Naspers in 2010. After the acquisition, Grinda remained at OLX and oversaw the expansion of the business through consolidation and acquisition of various online marketplaces globally. OLX alone was reported to be worth approximately $8B earlier this year.
An early investor in notable marketplaces like Alibaba, Lending Club, and Delivery Hero, Grinda formalized his investment activity through FJ Labs in 2015, which is primarily comprised of the partners' capital but does have some external LPs. The firm today invests globally and has made over 400 investments with 110 exits exceeding $300M. FJ Labs invests in anywhere from 50-100 startups per year with 70% in the US, 70% Seed, and 70% in marketplaces.
Notable NYC Startups in the portfolio include Adore Me, FanDuel, Letgo, and Penrose Hill. A champion of bringing transparency to previously opaque markets, in true spirit, Grinda is a part of a very limited number of investors that list all investments, both successful and unsuccessful, in an era where a failed investment is routinely deleted from a website portfolio page before the business is wound down. In fact, both Grinda's and FJ Labs failed investments have categorized their unsuccessful investments for the world to see on their sites. It helps that the Grinda's knack for selecting winners overshadows the ones that didn't make it.

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.