Amplify your brand's performance.

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Trusted by Industry Leaders
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Our Services

paid-social

Paid Social

We manage the strategy and execution of your Meta and TikTok campaigns to help scale your business effectively. Want to expand into secondary social channels like Twitter, Reddit, Snapchat, or Pinterest? Our team will integrate these channels into your media mix at no additional cost.

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landing-pages-icon

Landing Pages

We create landing pages that convert without breaking the bank.

landing-page
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Creative

Our team delivers creative direction, copywriting, and graphic design, all with a focus on conversion. Need user generated content? Our team has you covered - we source creators, ideate, and deliver scripts for performance driven assets.

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Our Partners

How It Works

search

Conduct an audit of your existing  efforts and then share our findings

1
layer

Build a digital marketing strategy based on your Brand and goals

2
hands

Adopt the strategy across your efforts and continue to iterate based on learnings

3

What Our Clients Are Saying

renee
Renee Halvorsen
CMO, Marine Layer
yellow-staryellow-staryellow-staryellow-staryellow-star
jason-nickel
Jason Nickel
SVP of Marketing, Ten Thousand

"HYPE10's been an incredible partner and not just at winning on Meta. They're the rare agency that you can count on for performance, strategy, and catching the Facebook Sunday morning outage on Sunday morning."

yellow-staryellow-staryellow-staryellow-staryellow-star
vasu-goyal
Vasu Goyal
Founder of Dose

I am grateful to have found Max and his team while in pursuit of searching for the right partner to help us achieve the next scale of growth. Until we started working with H10, my growth manager and I spent about half of our day managing strategies, media, and budgets with our then-existing partners. We were happy with the work our partners were doing but had to be in a position where we could be hands-off, and that required a lot of trust that we had to have in a partner, so we could actually become decision makers, supporters and a sounding board to our agency instead of micromanaging.

yellow-staryellow-staryellow-staryellow-staryellow-star
rachel
Rachel Blank
CEO, Allara Health

"I could not recommend HYPE10 more! I have worked with many growth marketers over the years, both in-house and agencies…HYPE10 is one of the best teams I have ever worked with. Since working with HYPE10, we’ve more than doubled our growth rate while also significantly improving our marketing efficiency.
Not only are they experts at paid media strategies, but they give their clients the attention and care that make them feel like TRUE partners. Often, I forget they are an outside agency, because they feel like so much a part of our marketing team."

yellow-staryellow-staryellow-staryellow-staryellow-star
daniel-nelson
Daniel Nelson
Co-Founder, Fulton

"The HYPE10 team have helped us significantly scale our paid media spend in a matter of months, while most other brands have been pulling back in a post-iOS world. They've helped us grow in a way that makes sense for our business, setting us up on a path for success. We couldn't be more thankful for the clarity this team has brought us!"

yellow-staryellow-staryellow-staryellow-staryellow-star
mordechai
Mordechai Hoffmann
CEO, Red Moose

"We've been thrilled with our partnership with HYPE10. Their team's expertise has helped drive awesome results for our brand. From planning and executing innovative campaigns, to strategizing and building out creative assets, they've exceeded our expectations from start to finish."

yellow-staryellow-staryellow-staryellow-staryellow-star
dom-faustini
Dom Faustini
CEO, Freedom Industries

"HYPE10 feels like an extension of our team. Our brand has consistently been able to hit goals since we started working with them. I highly recommend them to any DTC brand looking to scale."

yellow-staryellow-staryellow-staryellow-staryellow-star
michael-hillel
Michael Hillel
CEO, Sun Haven

"H10 is one of the best agencies we have ever worked with. The team has been incredibly responsive and consistently find new and creative ways to get our products in front of more customers. Both our efficiency and revenue have seen substantial lifts since hiring H10."

yellow-staryellow-staryellow-staryellow-staryellow-star
tom-engquist
Tom Enquist
CEO, Claim Defame

"HYPE10 has made a huge impact on our business! Through our first 6 months with H10, we 5x'd our monthly revenue and see no signs of slowing down! Would highly recommend them if you're looking to scale."

yellow-staryellow-staryellow-staryellow-staryellow-star
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renee
Renee Halvorsen
CMO, Marine Layer

“We love our partnership with the HYPE10 squad. They feel like an extension of our in-house team and we trust that they are solving for Marine Layer specific KPIs around the clock. More than any of our other agency partners, it feels like their interests are truly aligned with ours. They’ve quickly embedded themselves in our business and devise plans that are specific to our seasonality, creative and product assortment. It’s their attention to detail, collaborative partnership and commitment to efficiency that month of month delivers incredible results."

yellow-staryellow-staryellow-staryellow-staryellow-star
jason-nickel
Jason Nickel
SVP of Marketing, Ten Thousand

"HYPE10's been an incredible partner and not just at winning on Meta. They're the rare agency that you can count on for performance, strategy, and catching the Facebook Sunday morning outage on Sunday morning."

yellow-staryellow-staryellow-staryellow-staryellow-star
vasu-goyal
Vasu Goyal
Founder

I am grateful to have found Max and his team while in pursuit of searching for the right partner to help us achieve the next scale of growth. Until we started working with H10, my growth manager and I spent about half of our day managing strategies, media, and budgets with our then-existing partners. We were happy with the work our partners were doing but had to be in a position where we could be hands-off, and that required a lot of trust that we had to have in a partner, so we could actually become decision makers, supporters and a sounding board to our agency instead of micromanaging.

yellow-staryellow-staryellow-staryellow-staryellow-star
rachel
Rachel Blank
CEO, Allara Health

"I could not recommend HYPE10 more! I have worked with many growth marketers over the years, both in-house and agencies…HYPE10 is one of the best teams I have ever worked with. Since working with HYPE10, we’ve more than doubled our growth rate while also significantly improving our marketing efficiency. Not only are they experts at paid media strategies, but they give their clients the attention and care that make them feel like TRUE partners. Often, I forget they are an outside agency, because they feel like so much a part of our marketing team."

yellow-staryellow-staryellow-staryellow-staryellow-star
daniel-nelson
Daniel Nelson
Co-Founder, Fulton

"The HYPE10 team have helped us significantly scale our paid media spend in a matter of months, while most other brands have been pulling back in a post-iOS world. They've helped us grow in a way that makes sense for our business, setting us up on a path for success. We couldn't be more thankful for the clarity this team has brought us!"

yellow-staryellow-staryellow-staryellow-staryellow-star
mordechai
Mordechai Hoffmann
CEO, Red Moose

"We've been thrilled with our partnership with HYPE10. Their team's expertise has helped drive awesome results for our brand. From planning and executing innovative campaigns, to strategizing and building out creative assets, they've exceeded our expectations from start to finish."

yellow-staryellow-staryellow-staryellow-staryellow-star
dom-faustini
Dom Faustini
CEO, Freedom Industries

"HYPE10 feels like an extension of our team. Our brand has consistently been able to hit goals since we started working with them. I highly recommend them to any DTC brand looking to scale."

yellow-staryellow-staryellow-staryellow-staryellow-star
michael-hillel
Michael Hillel
CEO, Sun Haven

"H10 is one of the best agencies we have ever worked with. The team has been incredibly responsive and consistently find new and creative ways to get our products in front of more customers. Both our efficiency and revenue have seen substantial lifts since hiring H10."

yellow-staryellow-staryellow-staryellow-staryellow-star
tom-engquist
Tom Enquist
CEO, Claim Defame

"HYPE10 has made a huge impact on our business! Through our first 6 months with H10, we 5x'd our monthly revenue and see no signs of slowing down! Would highly recommend them if you're looking to scale."

yellow-staryellow-staryellow-staryellow-staryellow-star
hype10-staffhype10-doghype10-office
Who We Are

We're a scrappy performance marketing agency based here in New York City. We have a pulse on the ever-changing environment in the digital marketing landscape and pride ourselves in helping scale DTC Brands!

Our Team
max-langlois
Max Langlois
Founder & CEO


Max has spent his career partnering with and helping scale some of the most well known DTC brands in the country. He has allocated over $200 million dollars of spend across Facebook, Google, TikTok, and Snapchat during his career. Outside of media, buying he loves spending time with his dog Bubba (the official mascot of HYPE10).

alex-ridener
Alex Ridener
COO


Alex drives initiatives across People, Process, and Technology to help support HYPE10. Prior to joining H10, Alex was a Management Consultant who partnered with Fortune 500 companies to drive business transformation. He’s passionate for assessing business challenges, identifying solutions, and guiding decision making to meet organizational objectives. Outside of work, Alex enjoys exploring NYC, staying active, and live music!

erwin-yu
Erwin Yu
Head of Paid Media


Erwin is an entrepreneurial digital marketer, experienced in planning and executing paid media strategies across eCommerce, B2B, Travel & Hospitality verticals. Throughout Erwin’s advertising career, he's managed Brands with $20 million monthly budget in paid media investment, helping grow many now well-known eCommerce brands. Outside of work, you can often find Erwin hanging out at his favorite NYC rooftop, reading a good book while sipping on an old fashion.

caroline-sartorius
Caroline Sartorius
Director of Paid Media


Caroline is a relationship-oriented, strategic performance marketing professional with a focus on the synergy between brand growth and brand identity. Throughout her career she has developed and executed cross-channel digital marketing campaigns for luxury brands in the eCommerce space, managing over $15 million in monthly budget. In her free time she enjoys exploring new restaurants, hiking, and being a cat mom.

Sam Wolf
Head of Creative


Sam's diverse background in the creative industry spans from large agencies to startups, and even freelance design and photography. His professional journey has seen him managing creative teams, building and overseeing ad development systems at the agency level, and strategizing multi-million dollar ad campaigns across multiple paid channels. He has a concrete understanding of both paid and organic media strategies, allowing for constant, fresh ideas. With an eye for detail and a knack for strategy, Sam has also worked with in-house brands on the Fortune 500, such as Ford. One of his unique strengths is his extensive knowledge of leveraging AI for conversion purposes.

emily-kirshner
Emily Kirshner
Associate Director


Emily joined HYPE10 as its first full-time employee, quickly rising to manage paid media spend for clients across various verticals. Emily currently works with well known brands in the digital space, from Apparel to Telehealth, working to scale their paid media efforts and diversify their creative landscape. In her spare time, you can find Emily at the local farmers markets in Los Angeles.

Raymond Stercl
Associate Director


Raymond is a seasoned marketing professional, known for his holistic approach and extensive experience. With a background in building businesses from scratch, he understands client needs comprehensively and drives growth effectively. Outside of work, Raymond enjoys weight training, running, and backpacking. In winter, you'll find him snowboarding, and in summer, he's golfing.

david-garcia
David Garcia
Senior Paid Media Manager


David kickstarted his digital marketing career by diving headfirst into blogging, paving the way for his exciting journey into digital marketing. With experience across diverse verticals, from apparel and health to the cutting-edge world of web3, he has established himself as a trusted partner for brands seeking growth. David is an outdoor enthusiast with a slight addiction to morning coffee. He's always on the lookout for new places to explore, whether it's grabbing drinks or hunting down the best local coffee joints.

jordan-broihier
Jordan Broihier
Senior Paid Media Manager


Jordan is a Senior Paid Media Manager at HYPE10. After graduating from Cornell University, Jordan pursued his passion for social media marketing through videoconferencing, student visa services, and fintech startups in the Seattle area. In his spare time, Jordan enjoys skiing, scuba diving, and creating art.

harry-rayhill
Harry Rayhill
Senior Paid Media Manager


Harry joined HYPE10 after graduating from Syracuse University with degrees in Sport Management and Economics. Harry started his marketing career in the Sport-side of things, but has since transitioned to Paid Media and grown to be a Manager at H10. On most weekends he will either be swimming or watching the Yankees, he also enjoys hiking and running.

Zak Wilson
Creative Strategist


Zak is a creative strategist who began his career in-house at an e-commerce brand before transitioning to the agency world. Born in the UK and educated in London, his background in design and copywriting has enabled him to work with DTC clients across various industries. In his spare time, he is a passionate classical oil painter and an avid soccer fan.

kristiina-roberts
Kristiina Roberts
Paid Media Manager


Kristiina joined HYPE10 after graduating from college with her Bachelor's degree in Business Management. With a passion for innovation and a keen eye for detail, she thrives as a digital marketer, constantly seeking out thumb-stopping marketing strategies to captivate audiences. Kristiina's expertise lies in the realm of paid media, where she utilizes her skills to drive impactful and measurable results. Outside of her professional pursuits, Kristiina finds joy in traveling and has developed quite a talent for baking.

fiona-moran
Fiona Moran
Paid Media Manager


Fiona is a Paid Media Manager who has worked in the digital marketing and paid media space for the past three years. She has worked on both agency and in-house sides and is passionate about driving sustainable growth for her clients through paid channels. Fiona has an abundance of curiosity for people, technology, and consumer behavior and enjoys applying this lens to her advertising efforts. She has a Master's degree in Digital Marketing Strategy from Trinity College Dublin. Outside of work, Fiona can be regularly found running, hiking, exploring somewhere new, or on the hunt for a stunning brunch spot.

rosemary-angel
Rosemary Angel
Paid Media Manager


Rosemary is a Paid Media Manager at HYPE10 who graduated from the University of Georgia with her degree in Marketing. With valuable digital marketing experience that she gained through her time at various agencies over the past year, she is excited to continue her professional growth and forge meaningful client relationships at HYPE10. Outside of work, Rosemary loves travel, socializing with friends, and music-based spin classes!

kyle-loria
Kyle Loria
Paid Media Manager


Kyle is a Paid Media Manager at HYPE10, coming from the University of Wisconsin, where he studied both communication arts and economics. Through experience with B2B and DTC business in the sports marketing world, he has gained valuable experience in the paid media realm. Outside of work he enjoys running, exploring the city, and playing pickleball.

Louisa Nye
Creative Strategist


Louisa is a Creative Strategist coming from a background in innovation consulting and corporate DTC advertising. She attended Brown University, where she earned a Bachelor’s Degree in History with a focus in Law and Society. Prior to HYPE10, she helped Fortune 500 companies optimize their brand positioning, develop new products, and refine their core communications strategy. Drawn to the intersection of culture, innovation, and design, Louisa uses her analytical mind to uncover rich insights and produce compelling creative to help clients maximize their competitive position and drive brand love. Outside of work she enjoys running outdoors in Brooklyn, traveling, and acting in her friends’ short films!

vinh-dao
Vinh Dao
Senior Digital Specialist


Vinh is a Senior Digital Specialist at HYPE10. Prior to working in the Paid Media side of things, he worked as a computer tech and a mechanic for a short time. In his free time, Vinh enjoys going to the gym, producing and editing videos, and dancing occasionally.

Emely Romo
Creative Specialist


Emely joined Hype10 as a Creative Specialist soon after graduating from The University of Texas in Austin with a degree in Advertising and business minor. Her previous experience with organic social, content creation, strategy, and copywriting across various internships with advertising agencies and other companies led her interest towards paid media. In her free time she enjoys practicing yoga, visiting museums, creating art, and live latin music.

Nina Spillis
Associate Digital Specialist


Nina is an Associate Digital Specialist who recently graduated from Boston College with a degree in Communication, Marketing, and French. Nina is eager to dive deeper into the world of paid media. She started at a creative agency before moving into paid media management. Outside of work, Nina enjoys exploring the city with friends, hitting the golf course, or just soaking up the local vibes.

Griffin Schlesinger
Associate Digital Specialist


Griffin joined HYPE10 after graduating from Fairfield University with a Bachelor’s in Economics and Marketing, and a Masters in Business Analytics. Passionate about entrepreneurship and growth marketing, he works as a strategic digital marketer, constantly seeking new opportunities to scale businesses. His expertise lies in his ability to use data-backed insights to generate increasing performance for DTC brands. Outside of his professional pursuits, Griffin enjoys playing tennis, hiking, and traveling.

Jero Cruz
Graphic Designer


Jero joined Hype10 as a Graphic Designer. With 10 years of experience in the creative industry, Jero has developed exceptional skills in Animation, 3D CGI, and Graphic Design. In his free time, he enjoys boxing, brewing coffee, and playing video games.

bubba
Bubba
Team Mascot


Bubba's the top dog around here, spreading cheer, wagging tails, and winning hearts. His charm and unwavering loyalty make him an invaluable part of our team. We're grateful to have him brightening our workdays! When Bubba's not busy mastering the art of performance marketing, he's a furry explorer, sniffing out adventures with his nose in the lead.

max-langlois
Max Langlois
Founder & CEO


Max has spent his career partnering with and helping scale some of the most well known DTC brands in the country. He has allocated over $200 million dollars of spend across Facebook, Google, TikTok, and Snapchat during his career. Outside of media, buying he loves spending time with his dog Bubba (the official mascot of HYPE10).

alex-ridener
Alex Ridener
COO


Alex drives initiatives across People, Process, and Technology to help support HYPE10. Prior to joining H10, Alex was a Management Consultant who partnered with Fortune 500 companies to drive business transformation. He’s passionate for assessing business challenges, identifying solutions, and guiding decision making to meet organizational objectives. Outside of work, Alex enjoys exploring NYC, staying active, and live music!

erwin-yu
Erwin Yu
Head of Paid Media


Erwin is an entrepreneurial digital marketer, experienced in planning and executing paid media strategies across eCommerce, B2B, Travel & Hospitality verticals. Throughout Erwin’s advertising career, he's managed Brands with $20 million monthly budget in paid media investment, helping grow many now well-known eCommerce brands. Outside of work, you can often find Erwin hanging out at his favorite NYC rooftop, reading a good book while sipping on an old fashion.

caroline-sartorius
Caroline Sartorius
Director of Paid Media


Caroline is a relationship-oriented, strategic performance marketing professional with a focus on the synergy between brand growth and brand identity. Throughout her career she has developed and executed cross-channel digital marketing campaigns for luxury brands in the eCommerce space, managing over $15 million in monthly budget. In her free time she enjoys exploring new restaurants, hiking, and being a cat mom.

Sam Wolf
Head of Creative


Sam's diverse background in the creative industry spans from large agencies to startups, and even freelance design and photography. His professional journey has seen him managing creative teams, building and overseeing ad development systems at the agency level, and strategizing multi-million dollar ad campaigns across multiple paid channels. He has a concrete understanding of both paid and organic media strategies, allowing for constant, fresh ideas. With an eye for detail and a knack for strategy, Sam has also worked with in-house brands on the Fortune 500, such as Ford. One of his unique strengths is his extensive knowledge of leveraging AI for conversion purposes.

emily-kirshner
Emily Kirshner
Associate Director


Emily joined HYPE10 as its first full-time employee, quickly rising to manage paid media spend for clients across various verticals. Emily currently works with well known brands in the digital space, from Apparel to Telehealth, working to scale their paid media efforts and diversify their creative landscape. In her spare time, you can find Emily at the local farmers markets in Los Angeles.

Raymond Stercl
Associate Director


Raymond is a seasoned marketing professional, known for his holistic approach and extensive experience. With a background in building businesses from scratch, he understands client needs comprehensively and drives growth effectively. Outside of work, Raymond enjoys weight training, running, and backpacking. In winter, you'll find him snowboarding, and in summer, he's golfing.

david-garcia
David Garcia
Senior Paid Media Manager


David kickstarted his digital marketing career by diving headfirst into blogging, paving the way for his exciting journey into digital marketing. With experience across diverse verticals, from apparel and health to the cutting-edge world of web3, he has established himself as a trusted partner for brands seeking growth. David is an outdoor enthusiast with a slight addiction to morning coffee. He's always on the lookout for new places to explore, whether it's grabbing drinks or hunting down the best local coffee joints.

jordan-broihier
Jordan Broihier
Senior Paid Media Manager


Jordan is a Senior Paid Media Manager at HYPE10. After graduating from Cornell University, Jordan pursued his passion for social media marketing through videoconferencing, student visa services, and fintech startups in the Seattle area. In his spare time, Jordan enjoys skiing, scuba diving, and creating art.

harry-rayhill
Harry Rayhill
Senior Paid Media Manager


Harry joined HYPE10 after graduating from Syracuse University with degrees in Sport Management and Economics. Harry started his marketing career in the Sport-side of things, but has since transitioned to Paid Media and grown to be a Manager at H10. On most weekends he will either be swimming or watching the Yankees, he also enjoys hiking and running.

Zak Wilson
Creative Strategist


Zak is a creative strategist who began his career in-house at an e-commerce brand before transitioning to the agency world. Born in the UK and educated in London, his background in design and copywriting has enabled him to work with DTC clients across various industries. In his spare time, he is a passionate classical oil painter and an avid soccer fan.

kristiina-roberts
Kristiina Roberts
Paid Media Manager


Kristiina joined HYPE10 after graduating from college with her Bachelor's degree in Business Management. With a passion for innovation and a keen eye for detail, she thrives as a digital marketer, constantly seeking out thumb-stopping marketing strategies to captivate audiences. Kristiina's expertise lies in the realm of paid media, where she utilizes her skills to drive impactful and measurable results. Outside of her professional pursuits, Kristiina finds joy in traveling and has developed quite a talent for baking.

fiona-moran
Fiona Moran
Paid Media Manager


Fiona is a Paid Media Manager who has worked in the digital marketing and paid media space for the past three years. She has worked on both agency and in-house sides and is passionate about driving sustainable growth for her clients through paid channels. Fiona has an abundance of curiosity for people, technology, and consumer behavior and enjoys applying this lens to her advertising efforts. She has a Master's degree in Digital Marketing Strategy from Trinity College Dublin. Outside of work, Fiona can be regularly found running, hiking, exploring somewhere new, or on the hunt for a stunning brunch spot.

rosemary-angel
Rosemary Angel
Paid Media Manager


Rosemary is a Paid Media Manager at HYPE10 who graduated from the University of Georgia with her degree in Marketing. With valuable digital marketing experience that she gained through her time at various agencies over the past year, she is excited to continue her professional growth and forge meaningful client relationships at HYPE10. Outside of work, Rosemary loves travel, socializing with friends, and music-based spin classes!

kyle-loria
Kyle Loria
Paid Media Manager


Kyle is a Paid Media Manager at HYPE10, coming from the University of Wisconsin, where he studied both communication arts and economics. Through experience with B2B and DTC business in the sports marketing world, he has gained valuable experience in the paid media realm. Outside of work he enjoys running, exploring the city, and playing pickleball.

Louisa Nye
Creative Strategist


Louisa is a Creative Strategist coming from a background in innovation consulting and corporate DTC advertising. She attended Brown University, where she earned a Bachelor’s Degree in History with a focus in Law and Society. Prior to HYPE10, she helped Fortune 500 companies optimize their brand positioning, develop new products, and refine their core communications strategy. Drawn to the intersection of culture, innovation, and design, Louisa uses her analytical mind to uncover rich insights and produce compelling creative to help clients maximize their competitive position and drive brand love. Outside of work she enjoys running outdoors in Brooklyn, traveling, and acting in her friends’ short films!

vinh-dao
Vinh Dao
Senior Digital Specialist


Vinh is a Senior Digital Specialist at HYPE10. Prior to working in the Paid Media side of things, he worked as a computer tech and a mechanic for a short time. In his free time, Vinh enjoys going to the gym, producing and editing videos, and dancing occasionally.

Emely Romo
Creative Specialist


Emely joined Hype10 as a Creative Specialist soon after graduating from The University of Texas in Austin with a degree in Advertising and business minor. Her previous experience with organic social, content creation, strategy, and copywriting across various internships with advertising agencies and other companies led her interest towards paid media. In her free time she enjoys practicing yoga, visiting museums, creating art, and live latin music.

Nina Spillis
Associate Digital Specialist


Nina is an Associate Digital Specialist who recently graduated from Boston College with a degree in Communication, Marketing, and French. Nina is eager to dive deeper into the world of paid media. She started at a creative agency before moving into paid media management. Outside of work, Nina enjoys exploring the city with friends, hitting the golf course, or just soaking up the local vibes.

Griffin Schlesinger
Associate Digital Specialist


Griffin joined HYPE10 after graduating from Fairfield University with a Bachelor’s in Economics and Marketing, and a Masters in Business Analytics. Passionate about entrepreneurship and growth marketing, he works as a strategic digital marketer, constantly seeking new opportunities to scale businesses. His expertise lies in his ability to use data-backed insights to generate increasing performance for DTC brands. Outside of his professional pursuits, Griffin enjoys playing tennis, hiking, and traveling.

Jero Cruz
Graphic Designer


Jero joined Hype10 as a Graphic Designer. With 10 years of experience in the creative industry, Jero has developed exceptional skills in Animation, 3D CGI, and Graphic Design. In his free time, he enjoys boxing, brewing coffee, and playing video games.

bubba
Bubba
Team Mascot


Bubba's the top dog around here, spreading cheer, wagging tails, and winning hearts. His charm and unwavering loyalty make him an invaluable part of our team. We're grateful to have him brightening our workdays! When Bubba's not busy mastering the art of performance marketing, he's a furry explorer, sniffing out adventures with his nose in the lead.