Hi there! I have been a digital marketer over the last 17 years driving business growth and customer engagement through data-driven strategies across several industries like consumer goods, beauty, finance/insurance, entertainment and apparel/accessories. I have a deep knowledge base in multi-channel marketing, eCommerce, SEO, social media, programmatic advertising, and content production. Over the years, I’ve had countless opportunities to “nerd out” with my Fortune 500 and small business clients, exploring creative and strategic ways to connect with their customers and audiences.

As a strategist and creative, I’ve led high-impact marketing campaigns and strategic initiatives in DTC and B2B, and have worked on large scale initiatives such as MassMutual’s re-brand and media campaigns and Synchrony’s State Of Pay thought leadership content series with The New York Times T-Brand Studio. My experience spans developing and executing full-funnel campaigns, from online/offline ads to leveraging first-party data to optimize merchandising and Ecommerce tactics to generate sales and loyalty.

As VP of Ecommerce & Marketing at MerchStores, I’ve built tech stacks and full eCommerce systems, managed dev teams and talent merch collaborations for Andrea Bocelli, ATEEZ, Bravo’s Real Housewives, Paper Magazine, Trixie Mattel and influencers, and generated $1.7M in revenue in 6 months for a charitable product during COVID. I have grown email/SMS lists and customer engagement with personalization and conversion optimizations for our own online merch brands in pop culture retail– HYPER iCONiC, and wholesale with Merch Moment,  as well as a shopping platform for LGBTQ Performers. Additionally, in my previous role at the AdAge A-List agency Giant Spoon, I helped lead an award-winning first-to-market live ad campaign with MassMutual and CNN and managed experiential events for clients such as Netflix and Cole Haan.

Beyond work, my wife and I are the proud humans of two poodle mixes, and living in New York City with a growing list of restaurants to check off our list. Naturally, my love for dogs and digital inspired a weekend project I built from the ground up: Wuforia—an automated eCommerce shop for dog goods and accessories that celebrates the special bond between dogs and humans while sharing joy with dogs in need at animal shelters by giving back. It also serves as a dynamic development tool, allowing me to test and refine digital marketing tactics, stay ahead of trends, and continuously expand my expertise in eCommerce and marketing best practices.

My skill set is diverse and enables me to lead cross-functional teams, quickly adapt to new environments and industries, and navigate through any ambiguity and organized chaos as a versatile team player. I thrive in fast-paced environments thinking quickly & creatively, backup my claims and hunches with data (and experience), love to analyze data and test, test test, and am constantly finding inspiration wherever I go.

Thanks for stopping by, and I look forward to connecting on ways I can contribute to your team’s success. You can explore my portfolio, view my experience below, and can reach me via email @ paulbaranda@gmail.com.

My Experiences

MerchStores – VP, Ecommerce & Marketing 

New York (2020-present)
Led overall digital marketing strategy, customer acquisition, retention through marketing automations, building tech stacks, and optimizing acquisition channels for internal brands and client Ecomm properties. Managed migration to Shopify plush, ad operations, analytics, dev & creative teams, Amazon/Walmart marketplaces, and launched collaborations with Andrea Bocelli, Rosé (Blackpink), ATEEZ, Bravo’s Real Housewives, Paper Magazine, and content creators. Implemented operational workflows.

  • HYPER iCONiC – Licensed pop culture apparel: Built Ecomm retail, Walmart marketplace & wholesale business with 150+ licenses in TV/Movie, Music, Gaming, and content creators and 100,000 SKUs. Managed performance media with $15K monthly budget for Google & Meta. Created email/sms automations, personalization A.I. and loyalty/marketing strategies, and post-purchase retention systems (customer service, upsell/cross-sell, reviews, and automated returns). Ranked #1 and first-page results for top keywords against high volume competitors.
  • DQM – Licensed fan merch for LGBTQ+ entertainers & artists: Restructured and migrated platform, elevated creative assets, optimized merchandising for 80,000 SKUs, organized tag hierarchy, managed SEO agency and tech team to develop enhancements, implemented email/sms systems and promotions, and managed influencers and partnerships. Launched collaborations with Trixie Mattel and high profile talent. Managed full-funnel ad campaigns with Meta & Google Ads.
  • AOP Plus – Provided ongoing consulting to enhance UI/UX and B2B marketing strategies for a production factory partner and their SaaS print-on-demand app that integrates to Shopify & Ecomm platforms.
  • CoverMyMouth.com – 1500+ Face mask designs- Built a single-product Ecomm retail/wholesale (museums, schools, boutiques) and Amazon business from ground up and grossed $1.3M in first 6 months. Partnered with World Food Kitchen & Trevor Project for charitable donations. Short term project, now closed.

Edith & Blanche – Mentor & Advisor

United Kingdom (2023-present)
Volunteering as a mentor and advisor to UK-based small business & children’s boutique on optimizing their eCommerce strategy and operations, focusing on enhancing user experience, merchandising, and customer retention. Provided guidance on Shopify platform improvements, digital marketing best practices, and scaling their online presence. Mentored the team on leveraging email and social media campaigns to drive engagement and sales, while helping to streamline workflows for sustainable growth. Provided advising support and actionable insights to help position the brand competitively within the children’s boutique market.

Angelwreaths – Mentor & Advisor

New Jersey (2021-present)
Volunteering as a mentor and advisor to Angelwreaths, renowned for their original feather wreaths and trees, to expand their product line beyond seasonal offerings into a year-round home décor collection. Provided pro bono support to guide the brand’s transformation into the premium luxury market by introducing bold, playful designs that appeal to discerning customers seeking distinctive home accents. Collaborated on curation, branding strategies, and market positioning while applying expansion efforts across key marketplaces, including Etsy, Wayfair, and Walmart, and entry into . Supporting their entry into online advertising, including Performance Max campaigns, to drive visibility and maximize ROAS. These initiatives continue to elevate Angelwreaths as a go-to destination for chic, modern home décor, increasing brand visibility, customer engagement, and consistent revenue growth throughout the year.

Giant Spoon – Associate Account Director

New York (2017-2020; impacted by pandemic/downsizing)
Accounts: Synchrony (largest account/AOR), MassMutual (AOR), Netflix, Cole Haan, lilBits, Under Armour

  • Worked on Synchrony’s content platform ‘State of Pay’ in partnership with NY Times T Brand Studio, and built social creative for Synchrony Payment Solutions as a thought leader in commerce and digital.
  • Lead account director for MassMutual’s re-brand & media program ($35MM) for their Brand, DTC, and  divisions.
  • Accolades: The Unsung re-brand campaign & CNN’s first-to-market New Year’s Eve live ad.

TopView Group – freelance consulting Director, Marketing

New York (2016-2017)

  • Led re-brand for NYC-based tour company with strategy & development for creative and media campaigns, and restructured performance marketing ads.

Vivial (formerly LocalVox) – Group Director

New York (2014-2016; acquired/agency dept closed)

  • Created and led Enterprise Client Services group of account managers, content writers, and SEO/Social strategists to offer agency services. Clients: AMC Theaters, Buffalo Wild Wings, Advanced Auto Parts
  • Maximized profitability & margins with P&L overview and led sales support for $4.1M in revenue. Promoted from Director of Social.

(RED) – freelance consulting Director, Marketing

New York (2013-2014)

  • Relaunched joinred.com to new CMS/Ecomm platform on red.org. Achieved growth in traffic & sales. Developed creative & digital strategy, and executed activations for “CHOOSE (RED) SAVE LIVES” campaign.
  • Partners: AMC, and Bed Bath & Beyond, Apple, & Theory.

Previous Work

Stella Rising – Exec. Dir, Marketing

New York (2011-2013)- Clients: Strivectin, Infusium23, Sure, KIND Snacks, Tone Body

Zeta Interactive – Director, Search & Social

New York (2009-2011)
– Clients: Prudential, Hard Rock Hotel, PepBoys, Chase Paymentech, Ferrari North America, Citizen Watch

LexisNexis – SEO Manager

New Jersey (2006-2009)
– Promoted from SEO Team Lead, SEO Specialist, SEO temp

Freelance – Marketing & SEO Consultant

New Jersey (2006-2010)

Personal Projects

Wuforia – Apparel/accessories for dogs & humans – automated Ecomm retail store (2024)

Independently developed automated print/dropship business, strategy, creative, UI/UX, & marketing. Weekend project that also serves as development tool for testing and refining digital marketing tactics & trends, and continuously expanding my expertise in eCommerce and marketing best practices.

HauteSocial – NY Fashion Week Influencer Networking Event, Producer & Founder (2009-2011 Sold to buyer)

– Clients: Caress, Oil of Olay, Secret, Suave, Gillette Venus, & L’Bel Skincare.

BeyondBeautyBasics.com – Managing Editor & Founder (2011 Sold to buyer)

Education – Seton Hall University

South Orange, NJ  Bachelor of Science, Biology (2006)