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MEET OUR FOUNDER
Patty Hernandez, nicknamed by one of her mentors as "#DigitalSiri," is an eCommerce, sales revenue generation strategist and eCommerce product management expert with a Certification in SCRUM Product Owner, which means she can manage web developers to produce beautiful sites and other projects. She specializes in Shopify, Shopify Plus, Salesforce Commerce Cloud, and Magento (now Adobe Experience Manager) stores. Starting her career as a buyer and inventory planning manager, Patty honed her expertise in fashion merchandising with brands like Swim N' Sport and Travel Traders. At Travel Traders, a domestic hospitality retailer, she led product design and development for custom bath and beauty products as well as home good categories, showcasing her creativity and ability to bring unique concepts to market. At Swim N' Sport—a 50+ year old swimwear & resort clothes business with 37+ stores and an eCommerce division performing six times better than the physical locations in high-end premium malls—Patty partnered with global designer brands such as Ralph Lauren, Trina Turk, Gottex, Luli Fama, Jordan Taylor, and more. She advised on seasonal fashion designs and collaborated with accessory brands to develop custom styles. She spearheaded designs for handbags, hats, shoes, sunglasses, swim cover-ups, and resortwear like dresses and coordinating sets.
Her journey into eCommerce began with impactful roles at 1sale.com, EllaParadis.com, ProvidentJewelry.com, Anatomie.com, and shop.hardrock.com. During her tenure at 1sale.com, she helped scale a $250MM digital daily deal business, managing the fine and fashion jewelry division with precision and innovation. At Anatomie.com, Patty scaled the brand to over $20MM in revenue in under four years, achieving recognition during COVID times by being listed on the INC 5000 list. Her leadership also led to features in Forbes Travel Guide, Travel and Leisure, and acknowledgment by the IAB as one of the fastest-growing brands in the US. She was later invited back for an advisory role three years after her initial tenure. At EllaParadis.com, a German-owned brand, Patty was promoted from Buyer & Inventory Planning Manager to the Director of eCommerce & Merchandising due to her acute attention to detail and ability to scale the business. She successfully grew Ella Paradis from one dropship center to seven fulfillment centers and expanded the brand into the Amazon marketplace. Equipped with expertise in merchandise knowledge training, copywriting, UI/UX, and leading teams for products, email marketing, and social commerce, Patty knows how to deliver clear and measurable results.
During her 3-year tenure for Hard Rock International, in the Retail eCommerce division, Patty spearheaded the redesign, rebrand, and replatform of the iconic Hard Rock online store at shop.hardrock.com. She successfully implemented new revenue streams through performance paid media and expanded the brand’s presence on Amazon. Additionally, she aligned email marketing campaigns with global merchandise launches, including collaborations for soccer superstar, Lionel Messi and Oracle Red Bull F1 Racing, as well as launched and expanded an assortment for private label with TravisMathew, a premium golf and athleisure brand, further solidifying the Hard Rock’s reach and relevance.
Patty’s ability to thrive in start-up environments and scale small to thriving businesses is matched by her experience working with global brands. Certified in Meta Business Suite, Patty has successfully managed ad campaigns for Anatomie.com, Turnberry’s Aventura Mall (Instagram, Facebook, Pinterest, Twitter/X, & TikTok), Aventura Farmers Market (IG, FB), Destin Commons (IG, FB, Threads). Her ability to craft platform-specific strategies and produce tailored video content drives engagement and measurable success across all digital touch points.
Patty’s leadership extends to managing diverse teams, including designers, developers, project managers, email and loyalty specialists, and customer experience professionals. With hands-on execution and agency management experience, she thrives in agile development environments. From launching large-scale eCommerce sites to crafting targeted social campaigns, Patty’s expertise ensures measurable, scalable success for every project she undertakes.
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Creative Services Director
Ariel Frankeny, MBA, is an accomplished eCommerce and digital marketing leader with a diverse background in beauty, fashion, and consumer goods. She has worked with iconic brands such as Lady Gaga’s Haus Labs, Revolution Beauty, Anastasia Beverly Hills, OUAI, and True Religion Jeans, driving growth through innovative strategies and operational excellence. At Vice City Creatives, Ariel advises on copywriting needs and provides creative direction for video production, crafting impactful captions and copy for email, social media, and landing pages to enhance brand presence and deliver measurable success.
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Design Director
Joana Calafate is an accomplished graphic designer and product developer with over eight years of experience in fashion, eCommerce, and lifestyle brands. She has collaborated with renowned names such as Anatomie Travel Clothing, Illesteva, and LaQuan Smith, designing technical illustrations, branded promotional merchandise, and fashion collections. Joana’s expertise spans fashion and technical illustrations, web and print asset creation, email and social media content design, and coordinating product and lifestyle photography. Her ability to lead creative projects and provide clear direction both on and off set makes her a dynamic force in the design and marketing industries.
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Social Media & Copywriting Manager
Kassandra de la Caridad Lopez is a skilled social media manager and brand development specialist with a strong background in the luxury and fashion sectors. At BRITTO, she enhanced the brand's online presence through strategic social media management and community engagement. Her expertise extends to visual design curation, video production and editing, and copywriting. At Vice City Creatives, Kassandra advises on social media strategies, creating compelling content across email, social media, and landing pages to drive brand success.
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Client Account Manager
White glove service with a smile, Allyson has been serving luxury clientele for over a decade. From Lexus to Aventura Mall and Anatomie.com, she knows that attention to details matter and is the glue for all clients. Servicing their needs and keeping them happy are her super-powers.
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Social Media Management Intern + Content Creator
From on-trend content curation to community management and social media calendar planning, Fabianna is adept at creative processes and developing digital strategies. During her internship, she serviced high-touch accounts like Aventura Mall, Aventura Farmers Market, and Destin Commons full suite creative planning and social execution needs. She is currently completing her Bachelor of Arts from FIU and specializes in premium fashion and beauty brand accounts.
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Social Media Intern + Team Projects Coordinator
Sophia holds a Bachelor’s in International Business from Florida Atlantic University and graduated Cum Laude. She interned fresh out of school and hit the ground running to learn social media marketing from A-Z. From keeping calendars updated and organized to content creation and curation, she was a stellar addition to the team. Her experience at Vice City Creatives granted her a full-time opportunity at a property real-estate company and I am forever grateful for her tenure. She left her mark and it brings me joy to know my business prepared her for a new opportunity.