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Alex Frias - FILA North America. New York, NY, US

Alex Frias

VP Digital | FILA North America


VP, Digital @ FILA North America // brand builder



Alex Frias is an entrepreneurial leader with over 15 years of experience launching, growing, and partnering with iconic consumer brands, early stage start-ups, and media businesses on both the brand and agency-side.

An award-winning brand storyteller and integrated marketer, Alex is uniquely adept at leveraging the power of culture to build consumer movements that bridge creative integrity and commercial growth. An omni-channel marketer and entrepreneurial leader, he is savvy within a start-up environment and experienced with Fortune 100 company dynamics.

Widely regarded as an expert on how to create consumer cultural campaigns and experiences; working with category leaders such as PepsiCo, Uber, New Balance, HGTV, Heineken, and Twitter.

Alex regularly writes about the convergence of brand strategy, cultural marketing, and digital trends; having been featured in outlets including Forbes, Fast Company, Inc., The Drum,, Billboard, and BizBash.

Specialties: Brand Strategy + Marketing
Digital + Social Media Expertise - strategy and implementation
Hispanic + Multiethnic Marketing
Experiential Marketing + Sponsorship Activation
Music + Entertainment Marketing
Nightlife + Influencer Expertise - strategy and activation
New Business Development

Industry Expertise (3)

Social Media

Events Services


Areas of Expertise (7)

Experiential Marketing

Hispanic Marketing


Brand Experience

Nightlife Marketing

Music Marketing

Social Media

Affiliations (1)

  • Young Entrepreneur Council

Media Appearances (3)

How the Fist Bump Became Mainstream Enough for an Insurance Company

Adweek  print


“The fist bump has gone from being something that’s late-night-with-my-boys, to daytime,” observed Alex Frias, president of New York-based Track Marketing Group. “It’s now acceptable in the workplace, in a professional setting.” It has, he said, “a real-world social currency."

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Founder’s Chronicle: Alex Frias of Track Marketing Group

The Agency Post  online


Founder’s Chronicle: Alex Frias of Track Marketing Group

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Music 2 Fly To: Alex Frias

Parlour  online


Taking off soon? We’ve polled a few of our fellow road warriors for their personal travel soundtracks—it’s their Music 2 Fly To. If you are on Spotify, you can listen to each playlist at your leisure, or check out our master Music 2 Fly To playlist for your next journey. This week caught New York marketing maestro Alex Frias, fresh from producing events in Austin for SXSW to see what was in his headphone for the trip there and back. Needless to say, Frias is always ready for a good party.

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Event Appearances (1)

Committing to Instagram: Top Tips, Trends, Uses

EVENTtech  Las Vegas, NV


Sample Talks (3)

How to Leverage The Power of Snapchat

The social platform that was once home to racy texts and lurid photos has grown up and now attracts more than 100 million monthly users. Brands are getting in on the act, too. Sit in and find out who’s doing what, what’s working and how to leverage the unique qualities Snapchat has to offer marketers (hint: exclusivity, buzz building and access to millennials are just a few of the ways brands can kill it with this platform. Learn the mistakes to avoid and walkaway with a checklist of how to make this disappearing photo messaging platform a part of your strategy.

How to Create an Ownable Branded Music Experience

Brands have been borrowing the caché of cool from music for years. But today’s event marketers are working in an environment where consumers are more tuned in than the brands that target them. Learn how to create integrated, ownable branded music experiences using the touch points of live, digital, social, mobile and technology. Get key insights on how to map out a music-based strategy that gets your brand on the playlist-wherever and whenever fans are listening.

Committing to Instagram: Top Tips, Trends, Uses

Real-time photo feeds are the signature of this platform, where cool photo filters and clever hashtags can turn a simple snapshot into a social sensation. Find out how to translate all of your event’s visual assets into compelling Instagram posts. Learn how to integrate photo feeds at events. And get a list of content do’s and don’ts that will help you boost your brand’s social currency where a picture’s worth 200,000 words.



  • Keynote
  • Moderator
  • Panelist
  • Workshop Leader
  • Host/MC
  • Corporate Training


0 to 7500 *Will consider certain engagements for no fee

Articles (7)

Marketing In The 'Total Experience' Economy



We live in a real-time digitally enhanced world where Millennials feel compelled to check their phones every three minutes to enhance their personal experiences. Marketers have never had this amount of marketplace and social noise to work through. Consumers know what they want and are willing to pay a premium for it. In turn, we as marketers have to take their cues to adopt and leverage technology to create immersive, total-experience strategies to give them an elevated product across all touch points.

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How to Create Events for Hispanic Consumer



The United States Latino market is the fastest-growing segment of the population, with a projected buying power of $1.5 trillion by 2015. Companies are increasingly focused on the Hispanic market, but when it comes to events, what do they need to know?

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5 Tips To Refresh Your Multicultural Marketing Strategy In 2013



The 2012 presidential election showed the nation how important the multicultural marketplace is. President Obama leveraged the nation’s changing Hispanic and African American voting power — and their technological know-how and digital savviness — to produce an electoral landslide that surprised everyone. If we, as business owners, refresh our thinking and approach to the multicultural consumer, we too can also follow the President’s lead in the new year.

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3 Tips On Turning Your Social-Media Strategy Into Real Life Brand Engagement(Link)

Fast Company


Companies like Nike, Bonobos, and Zappos have figured out how to engage customers not just online but in real life. Here's how they do it.

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Three Tips For The Next Generation Of Would-Be Entrepreneurs



Whether you’re brainstorming how to make it on your own or are a seasoned entrepreneurial vet, here are three tips for today’s generation of entrepreneurs.

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5 Strategies To Socialize Your Company's Next Event



As more and more brands look to socialize their events, marketers need to integrate social media into the fabric of the event from the very beginning of the planning process. An integrated, holistic approach will trigger the best results — where social is the thread that touches all elements of the event, from beginning to end.

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Unlock Your Brand's Hispanic Influencer Base



Alex Frias makes the case that marketing to your brand's Hispanic base requires an integrated, multi-year approach--not just a siloed campaign or two. Here's how.

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