A personal consulting practice for strategy, advisory, and special projects in consumer and lifestyle.
About
I'm Martin Hoffstein — a builder, operator, and strategist with 15+ years scaling high-growth consumer brands from concept to acquisition. I co-founded JAJA Tequila, transforming a startup idea into a nationally distributed, award-winning spirits company.
Before JAJA, I led business development and partnerships at ShopSpring (backed by Groupe Arnault and Thrive Capital) and Fancy.com, where I scaled marketplace sales by 400% and secured 900+ brand partnerships with names like Nike, Gucci, Hermès, and Ralph Lauren.
Martini Holdings is not a firm or fund — it's a focused practice for working directly with founders, brands, and companies on strategic challenges where hands-on experience matters.
Background
Groupe Arnault & Thrive Capital
Zicklin School of Business
Ventures
Built JAJA into one of the fastest-growing premium tequila brands in the U.S. — from startup concept to nationally distributed, award-winning spirits company. Full P&L ownership scaling to $75M valuation. National retail with Walmart, Target, and Walgreens alongside premium on-premise at Wynn Resorts, TAO Group, and Marriott. Series A & B backed by Proximo Spirits.
An AI-powered fitness platform combining personalized training, nutrition tracking, and recovery monitoring into a single intelligent coach. Analyzes sleep, recovery metrics, and workout history to optimize performance and rest.
Services
Strategy & Positioning
Clarifying brand positioning, competitive differentiation, and strategic direction.
Growth & Go-to-Market
Planning and executing market entry, expansion, and customer acquisition.
Partnerships & Business Development
Identifying, structuring, and negotiating strategic partnerships.
Commercial Planning
Pricing strategy, channel development, and distribution planning.
Transaction Support
Strategic finance guidance for fundraising, valuation, and deal processes.
Brand & Product Storytelling
Shaping narrative, messaging, and creative direction.
Focus Areas