I’ve been a digital marketer for 19+ years, driving business growth and customer engagement through data-driven strategies across multiple industries, including consumer goods, beauty, finance/insurance, entertainment, and apparel/accessories.

I have deep expertise in multi-channel marketing, eCommerce, SEO, social media, programmatic advertising, and content production. Over the years, I’ve had countless opportunities to dive into strategy and innovation with Fortune 500 and small business clients, developing creative and strategic ways to connect with customers and audiences.

As a strategist and creative, I’ve led high-impact marketing campaigns and strategic initiatives in DTC and B2B, working on large-scale projects like MassMutual’s rebrand and media campaigns and Synchrony’s State of Pay thought leadership content series with The New York Times T-Brand Studio. My experience includes developing and executing full-funnel campaigns, integrating online and offline advertising, and leveraging first-party data to optimize merchandising and eCommerce tactics—ultimately driving sales and customer loyalty.

As VP of eCommerce & Marketing at MerchStores, I’ve built tech stacks and full eCommerce systems leading development projects, and managed talent collaborations with Andrea Bocelli, ATEEZ, Bravo’s Real Housewives, Paper Magazine, Trixie Mattel, and top influencers. I spearheaded a charitable eCommerce initiative during COVID, generating $1.7M in revenue within six months. I’ve also expanded email/SMS lists, enhanced customer engagement through personalization and conversion optimizations, and grown our merch brands in pop culture retail (HYPER iCONiC) and wholesale (Merch Moment), as well as for a LGBTQ+ focused shopping platform for entertainment talent.

Previously, in my agency roles like Giant Spoon (AdAge A-List agency), I managed accounts and campaigns including an award-winning, first-to-market live ad campaign with MassMutual and CNN, along with managing experiential events for clients like Netflix and Cole Haan.

Beyond work, my wife and I are the proud humans of two poodle mixes and enjoy living in New York City with an ever-growing list of restaurants to check off. My passion for digital innovation extends into freelance eCommerce development, where I have contributed to automated eCommerce and marketing initiatives that explore AI-driven personalization, retention automation, and performance marketing strategies. These projects have allowed me to test and refine emerging digital trends while expanding my expertise in growth-focused eCommerce solutions.

I thrive in fast-paced environments, thinking quickly and creatively, backing up insights with data and experience, and constantly analyzing and testing strategies to drive impact.

Let’s connect! You can explore my portfolio, review my experience below, or reach me at paulbaranda@gmail.com.

My Experiences

MerchStores – VP, Ecommerce & Marketing 

New York (2020-present)

  • Led end-to-end digital growth strategy, integrating customer acquisition, retention, and performance marketing with eCommerce operations.
  • Developed and optimized full Shopify Plus tech stack, including automation workflows, conversion rate optimization, and merchandising for multiple brands.
  • Managed Amazon & Walmart marketplace expansion, ensuring seamless inventory management and fulfillment integration.
  • Spearheaded high-profile merchandise collaborations with Andrea Bocelli, Rosé (Blackpink), ATEEZ, Bravo’s Real Housewives, Paper Magazine, and content creators.
  • Built and executed email/SMS automations, AI-driven personalization, and loyalty programs to improve engagement and LTV.
  • Led cross-functional teams spanning marketing, operations, development, and analytics, bridging strategy with execution.
  • HYPER iCONiC
    • Developed eCommerce retail on Shopify Plus and distribution channels for 150+ licensed properties, managing 100,000+ SKUs across DTC, Walmart Marketplace, and wholesale.
    • Managed performance media with a $15K/month budget, scaling Google & Meta acquisition campaigns.
    • Designed and implemented AI-powered personalization, post-purchase retention strategies, and omnichannel automation.
    • Ranked first page and #1 positions in search results for top industry keywords, outperforming high-volume competitors.
  • DQM
    • Led migration and restructure of licensed fan merch platform for LGBTQ+ entertainers and artists to Shopify Plus.
    • Optimized 80,000 SKUs, improving merchandising, global accessibility, creative assets, and SEO hierarchy.
    • Managed full-funnel ad campaigns on Google & Meta, scaling customer acquisition.
    • Developed email/SMS automation, influencer partnerships, and retention strategies.
  • AOP Plus (UK)
    • Consulted on UI/UX and B2B marketing strategies for a SaaS print-on-demand integration app for Shopify & eCommerce platforms.
  • Project: PPE Supplies Store
    • Built a single-product PPE business for DTC and wholesale (museums, schools, boutiques, Amazon), grossing $1.3M in 6 months.
    • Partnered with World Food Kitchen & The Trevor Project for charitable donations. Short-term project, now closed.

Advisory & Consulting Roles

Edith & Blanche – Mentor & Advisor (UK, 2023-Present)

  • Advising a UK-based children’s boutique on Shopify optimization, digital marketing, and customer retention strategies.
  • Helping scale online presence through email, social media, and workflow automation.
  • Provided guidance on merchandising strategy and market positioning to enhance customer engagement and sales growth.

Angelwreaths – Mentor & Advisor (2021-Present)

  • Supporting brand expansion from seasonal to year-round home décor.
  • Developed branding, merchandising, and eCommerce growth strategies, integrating Etsy, Wayfair, and Walmart marketplaces. Assisted in Performance Max ad campaigns, increasing brand visibility and revenue.
  • Guided branding evolution into the premium luxury market, expanding product lines and increasing customer acquisition.

Previous Work

Giant Spoon – Associate Account Director

New York (2017-2020; impacted by pandemic/downsizing)

  • Led Synchrony’s ‘State of Pay’ content platform in partnership with NY Times T Brand Studio, positioning it as a thought leader in commerce and digital.
  • Managed MassMutual’s $35M rebrand & media program across brand, DTC, and regional divisions.
  • Produced CNN’s first-to-market New Year’s Eve live ad, earning industry accolades.

TopView Group – Freelance Consulting Director, Marketing

New York (2016-2017)

  • Led rebrand and marketing strategy for an NYC-based tour company, improving performance marketing and sales by 27% YoY.

Vivial (formerly LocalVox) – Group Director

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

  • Created and led Enterprise Client Services, managing SEO, content strategy, and social media for 100+ SMB and enterprise clients.
  • Oversaw P&L for $4.1M in revenue, driving profitability and retention strategies.

(RED) – Freelance Consulting Director, Marketing

New York (2013-2014)

  • Led migration and relaunch of red.org, improving CMS and eCommerce functionality.
  • Developed digital strategies and campaign activations for the “CHOOSE (RED) SAVE LIVES” initiative.
  • Collaborated on activations with partners including AMC, Bed Bath & Beyond, Apple, and Theory.

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)

Projects

Wuforia – Pet supplies – automated Ecomm retail store (2024) – Development, Creative, Merchandising

Independently developed creative, UI/UX, & go-to market strategies for an automated dropship and print-on-demand retail business.

HauteSocial – NY Fashion Week Influencer Networking Event, Producer & Consultant (2009-2011)

– 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)