Our Story
From first knock to lights on.
Illuminating Marketing is the newest branch of an international customer-acquisition network — founded in May 2025 by Rafaela Martinez, the first American to complete the network’s development program, and now representing brands like HelloFresh, Factor and The Modern Milkman from New Haven, CT.
Our mission
“To build people to their fullest potential.”
The journey
Built step by step.
- 012023
Started on the doorstep
Rafaela Martinez joined the network’s first US office in New Haven as a Sales Representative — no marketing background, just energy and the willingness to learn.
- 022023–2025
Every step, earned
Sales Coach, Team Leader, Assistant Manager — Rafaela worked through the full development program, mastering campaigns, coaching and the business behind the business.
- 03May 2025
Lights on: Illuminating Marketing Inc.
Rafaela became the first American to complete the development program and open her own branch. Illuminating Marketing launched in New Haven, working with the same national brands from day one.
- 04Today
New Haven, switched on
A growing team of Brand Ambassadors representing HelloFresh, Factor and The Modern Milkman across Connecticut — coached daily, promoted on merit.
- 05Next
More lights coming on
The plan is simple: build people to their fullest potential and open new markets led from within. The next branch owner might be reading this right now.
What we stand for
The values behind the growth.
Respect
To be able to work within a successful team.
Positive
We influence all contributors within our business and leave a lasting impression for everyone.
Accountability
Take control of our opportunity and look at all situations as a possibility to grow and develop.
Investable
Do what we say we're going to do and create the right working environment for brand ambassadors, clients and collaborators.
Supportive
Provide support to like-minded people at every level.
Fearless
Create an environment with no seniority and allow the right examples to grow.