Wax Custom Communications represents premier healthcare clients, delivering marketing communications strategies that build engagement and brand loyalty. We’ve played in the healthcare and financial services industries for 30 years, and have made it our business and passion to bring creativity to two industries that have not always been recognized for it. In the process, we’ve earned more than 1,500 awards – and engaged some very happy clients along the way.

Headquartered in Miami, with West Coast representation in San Diego – we’re a full-service independent shop with an experienced staff of brand and digital marketers, strategists, designers, media specialists and unconventional thinkers who specialize in advertising and marketing for healthcare professionals and organizations within the medical industry. We take the “independent” part seriously because it means we only answer to our clients’ business, and to the culture we’ve built. That independent spirit drives us to “think different” for our clients and for ourselves every day. And that’s something we’re proud of.

We invite you to learn more about us, and to arrange an introductory conversation to learn more about each other directly. Let’s do some unforgettable work together.


Bill Wax
Bill Wax

President & Founder

Twice nominated for the Pulitzer Prize, Bill spent nearly 10 years at the New York Times Company and then worked as a magazine photojournalist. His work has been published in Time, Forbes, Newsweek, Elle, Sports Illustrated and hundreds of other publications. He has created book covers for publishing houses such as Random House, Bantam, Crown and Putnam. The youngest person to be named “Photographer of the Year” by the National Press Photographers Association, Bill founded his company in 1987, drawing on his prodigious background and extraordinary design sense to bring a unique creative approach to traditional and digital marketing.

As President, Bill oversees every aspect of marketing, communications and strategic planning for Wax Communications. Central to this role is the development and execution of innovative multichannel marketing strategies designed to drive brand awareness, support key business initiatives and strengthen the company’s role as a thought leader in the industry both online and offline. He holds a bachelor’s degree in engineering from the University of Florida.

Craig Fairfield
Craig Fairfield, MBA

Managing Director

People who know Craig often describe him as a “people person.” And they’re right. Whether mentoring and guiding account service teams, developing compelling healthcare communication strategies, finding ways to streamline operations, or teaching college freshmen the principles of marketing, he always takes a people-first approach. His 20+ years of professional experience have taught him many things, including the value of putting himself in the shoes of others and thinking critically about their motivations and desires. It has also helped him develop an in-depth knowledge of all aspects of branding, marketing, analytics, web development and communications.

Craig holds degrees in international business, business administration and marketing from McKendree University. He has worked on both the agency and client sides as a strategist, researcher, writer, planner and account manager for brands like Humana, Seagate, Louisville Slugger, Crosley, U of L Health Care, United Way, Louisville Ballet, Habitat for Humanity and many others.

As managing director, Craig oversees day-to-day operations, facilitates the growth and development of team members, contributes to client strategies and guides business development activities.

Jimmy Gonzalez
Jimmy Gonzalez

Creative Director

Jimmy has worked in a variety of industries and sectors including health, business and publishing. He started his career in New York, where he worked on projects for Bed Bath & Beyond, Galleries LaFayette, Mande, CUNY, Verizon and Columbia Records. He was also the art director for the magazines Budget Travel, Nick Jr., Rachael Ray and Real Simple.

Since moving to Miami in 2010, his creative energy has been instrumental in the formulation of powerful brand and awareness campaigns for many Wax clients including Richmond University Medical Center, South Nassau Communities Hospital, Mt. Sinai, South Georgia Medical Center, Humana, AvMed and more.

As Creative Director, Jimmy is responsible for defining brand identities, developing creative concepts and directing artists and photographers. His most important role is leading and inspiring the Wax creative team toward finding strategic and beautiful solutions to our clients’ challenges.

Taylor Gerrity
Taylor Gerrity

Director of Account Services

Although he was born and raised in Miami, Taylor, like so many of us, wanted to see the world. After college, he spent 12 years living across the country including stints in L.A., D.C., Chicago and Nashville. Taylor brings a diverse background in finance, publishing, analytics, and of course, marketing. He has held leadership positions with major ad agencies including Zimmerman and GS&F, and worked with Nissan, AutoNation, the Tennessee Valley Authority, Boston Market and more. He even spent some time at The Onion.

Taylor holds dual degrees in Economics and International Relations from Florida State University where he also volunteered to lead youth chess and Judo clubs. Mentoring and coaching have always been passions for him. Helping clients and coworkers be their best and get great results is one of the things he loves most about his career.

As Director of Account Service, Taylor leads the Wax accounts team. That means making sure we’re giving excellent service to our clients, keeping work flowing smoothly through the agency and ensuring deadlines are being met. It also means using his coaching skills to provide ongoing training and development to the team.

Amanda Herriman
Amanda Herriman

Marketing Manager

The agency’s very own “Swiss Army knife,” Amanda is one of those unusual people who is almost equally right- and left-brained. That means she brings to Wax a balanced blend of creative and analytical thinking – along with a unique perspective, a background in healthcare digital marketing and a degree in health services.

Amanda is a nerd at heart who once worked for a private investigator. She spends much of her time digging through marketing analytics, demographic and psychographic data, and GIS mapping for clues and insights to help the Wax team dream up omnichannel marketing strategies and healthcare advertising campaigns that motivate and inspire healthcare consumer decisions.

Fluent in English, Spanish and HTML (that’s a language, right?), she contributes to Wax’s agency email marketing and website development capabilities. As if that wasn’t enough, Amanda also loves leading the Wax Wellness initiative on #MotivationMondays to promote health and wellness within the agency walls.

Elizabeth Cotto
Elizabeth Cotto, MBA

Digital Campaign Manager

With more than a decade of experience executing digital marketing strategies, Elizabeth is well-qualified to lead the digital marketing department at Wax. Certified in Google AdWords, Google Analytics, Bing Ads, Facebook Blueprint and DoubleClick, she brings a comprehensive understanding of each digital advertising channel that is crucial to the development of effective multichannel strategies that maximize ROI.

Elizabeth has worked with some of the top brands in the world, including Revlon ColorSilk, Pepsi, Cisco, Medtronic, NBC Telemundo, Wise Snacks, Subway, Microsoft, Reebok, Juan Valdez Café, Discovery Mujer, Samsung Electronics, Puma, Advance Auto Parts, Bacardí, Keebler, Kellogg’s, Procter & Gamble, Frito-Lay, General Electric, TRUS, Rent-A-Center, Visa, Luxottica (Pearl Vision) and McDonald’s.

She holds a master’s degree in international marketing and has won various international awards for best case studies and digital campaigns on Facebook and Google. She was also shortlisted for the Cannes Lions International Festival of Creativity.