THE HERMAN CREW
As Owner of The Herman Agency, Chris embodies a deep-seated passion for creative work and the powerful connections it fosters. His journey into branding and marketing was unconventional, rooted in an automotive upbringing in the Northeast. Early roles as an oil technician and detailer provided Chris with a foundational understanding of the automotive industry's inner workings. In the early 2000s, Chris pursued his marketing aspirations, landing a role at Zimmerman Advertising. This experience, coupled with his graduation from Sonic Dealer Academy and subsequent roles in southeastern dealerships—from sales and finance to General Sales Manager—gave him invaluable firsthand insights into the client perspective. In 2006, leveraging a key automotive connection, Chris and his late father acquired the former Traut Agency, rebranding it as The Herman Agency. Initially focused on traditional media, Chris has consistently championed the agency's evolution, personally spearheading its expansion to deliver seamless, integrated client solutions.
Tami Weaver, Executive Vice President and Chief Financial Officer, has been a key leader at The Herman Agency since 2013. She draws upon over 40 years of deep expertise in accounting and finance across diverse industries including oil & gas, real estate development, non-profits, and telecommunications. In her role, Tami skillfully manages the agency’s financial strategy, IT, HR, office operations, and legal affairs, further strengthened by over 15 years of experience as an HR Director and Benefit Administrator. After beginning her career in oil & gas and a 15-year stint as a Controller in Miami's real estate sector, Tami's leadership continues to drive The Herman Agency's success. She holds a BS in Business Administration (Oklahoma Wesleyan University), an MBA in Finance & Accounting (University of Colorado), and an HR certification (Florida Atlantic University, 2010).
Darinda Sant joined The Herman Agency in 2019 as the agency’s Co-op and Traffic Coordinator, and now serves as Client Director. A professional designer since 2003, Darinda was the owner of a handmade soap company, handling everything from product development, package design and marketing. Her experience as a designer, as well as her strong background in retail, allows her to offer clients excellent customer service and translate their branding vision to develop strong marketing for their businesses.
Erin joined The Herman Agency in 2013, and currently serves as the organization’s Brand Manager. Passionate about art since childhood, Erin has worked her way through the ranks from designer to junior art director, before moving on to more senior roles. Erin majored in fine arts at Jacksonville University, where she also holds a minor in English and Business. She loves branding, creating impactful designs, and considers herself a certified nerd.
Yessica has excelled in her role as Graphic Designer at The Herman Agency since 2015. Her specialization in digital and print design drives engagement and strengthens brand’s visuals, earning client’s trust through high-impact work. Before joining the team, Yessica served as a Senior Graphic Designer and Digital Asset Manager at Bang Energy, where she helped increase brand visibility, streamlined global brand asset systems and mentored junior designers. Yessica enjoys learning, creating, and inspiring others through design.
A new addition to the crew, Jeff Carter brings nearly 30 years of writing, branding and creative direction experience to The Herman Agency. He most recently served as Head of Brand & Creative at Bluegreen Vacations, a Boca Raton-based timeshare company, where he helped create and curate their brand architecture, strategy and story, and led their in-house creative team. Jeff is an avid music lover and musician, and is the bassist and vocalist for South Florida-based band Lords of Rock. He holds a Bachelor’s in English Literature from Florida International University.
Matias Mir joined the agency in 2025, and is a talented designer and video editor with a passion for creative visual storytelling. Hailing from Argentina, Matias has worked primarily as a freelancer since 2015, and is dedicated to staying at the forefront of their industry, constantly learning new techniques and innovating to adapt to the fast-changing creative landscape. Beyond their professional endeavors, Matias is also an enthusiastic amateur musician and is a devoted fan of soccer, or "futbol" as it's known in his home country. Matias graduated with a degree in Graphic and Multimedia Design in 2015.
The Herman Agency’s Media Director since 2022, Amy brings a wealth of advertising media and broadcast management expertise to the team. With vast experience spanning automotive, retail, fast food, entertainment, and numerous other sectors, she has a proven track record of developing, negotiating, and managing multi-million dollar media plans that precisely target and engage desired audiences. Amy excels at building and maintaining the Agency’s relationships, bringing her comprehensive knowledge of all broadcast and digital media vehicles, in-depth broadcast research, and skillful negotiating skills to deliver optimal results and drive client success. She holds a Bachelor’s in Business/Advertising from St. Clair College and an MBA from University of Windsor.
