Meet Our Leadership Team
“We operate as a true extension of our clients’ teams—bringing experienced sales leadership, disciplined execution, and data-informed strategy to deliver measurable results.”
- Fred Hernandez, Founder & CEO
Founder & CEO
Fred Hernandez
With more than 35 years of experience in business development and operations, Fred leads our firm’s work in revenue strategy, sales execution, and event and media monetization. He has built a reputation for turning underperforming revenue programs into consistent growth engines across sponsorships, partnerships, exhibitions, and media.
Fred believes sustainable growth comes from understanding the customer, simplifying the buying experience, and making organizations easier to do business with. That philosophy shapes AME’s approach: experienced people, smart strategy, disciplined execution, and a relentless focus on delivering measurable results for clients.
Matt Dirks
Matt is known for driving revenue growth through strategic, relationship-focused execution for associations and mission-driven organizations. With more than 25 years of experience, he specializes in expanding non-dues revenue through sponsorships, partnerships, and integrated engagement strategies. He partners with association leaders to assess programs, identify opportunities, and build sustainable platforms that create long-term value.
Serving as an extension of client teams, Matt leads implementation and delivers measurable results. Known for his practical, hands-on approach and deep industry experience, he is a trusted partner to association leaders across a wide range of industries.
Managing Partner
Managing Partner
Mark Farmer
Mark has a reputation for turning strategic vision into practical execution for associations and mission-driven organizations. He drives sustainable growth by expanding non-dues revenue and strengthening programs, partnerships, and events—helping organizations grow beyond traditional membership models while advancing financial and operational performance.
His collaborative, data-informed approach supports long-term evolution while staying true to mission.
Brian Knotts
Brian is recognized for delivering consistent revenue growth and high-performing sponsorship programs for associations and professional organizations. With more than 15 years of experience, and over a decade with Access Marketing & Events, he specializes in hosted buyer events, conferences, ongoing partnerships, and other non-dues revenue initiatives.
He works closely with association partners and industry sponsors to build programs that drive participation, strengthen relationships, and deliver measurable results. Known for his practical and personable approach, Brian focuses on execution, clear communication, and delivering outcomes that benefit both the association and its partners.
Managing Partner