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

My background spans eCommerce, multi-channel marketing, SEO, paid media, and creative production—bridging strategy and execution for both Fortune 500s and small businesses. I’ve led initiatives across DTC and B2B, including MassMutual’s rebrand and first-to-market CNN live campaign, and Synchrony’s thought leadership series with The New York Times T Brand Studio. At Giant Spoon, an AdAge A-List agency, I also managed experiential programs for Netflix and Cole Haan.

As VP of eCommerce & Marketing at MerchStores, I lead strategy, operations, and digital infrastructure across a growing portfolio of talent, entertainment, and brand partners. I launched HYPER iCONiC to modernize how fans shop merch, and scaling it to 100,000+ SKUs across DTC and marketplaces like Walmart, Amazon, and SHEIN. From brand voice and product strategy to UX, PDP hierarchy, SEO, and merchandising, I built a shopping experience that bridges nostalgia, fandom, and function—where every element, from category structure to PDP storytelling, was crafted to drive discovery, deepen connection, and convert with purpose.

I’ve developed and launched revenue-driving programs with Andrea Bocelli, Drew Sidora of the Real Housewives franchise, Trixie Mattel, and creators. I’ve also helped hospitality brands like Fraunces Tavern and The Dead Rabbit translate their cultural legacy into merchandise, both online and in-store.

To meet demand from retailers and small businesses, I built Merch Moment—a wholesale platform that extends our licensing and print-on-demand capabilities into B2B, making it easy for partners to sell talent-backed merch with speed and scale.

Beyond my professional work, I built Wuforia as a personal challenge to showcase the full depth of my eCommerce skill set. Conceived as an editorial-meets-retail concept for modern dog people, Wuforia curates small-but-mighty pet brands & products under one elevated, shoppable experience. I handled every facet—from branding, taxonomy, and UX/UI to marketing, automation, and vendor partnerships—creating a platform that blends thoughtful curation with operational efficiency. It’s a living proof-of-concept demonstrating how my full-stack expertise, when paired with a clear brand vision, can carve out whitespace in a crowded market.

Off the clock, I live in New York City with my wife and two poodle mixes—and an ever-growing list of restaurants to explore.

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)

At MerchStores, I lead strategy, operations, and growth for a portfolio of pop culture and entertainment merchandise brands — including HYPER iCONiC, MerchMoment, and DQM. I partner with artists, brands, and businesses to integrate merchandise into their broader business strategies, overseeing design, development, fulfillment, and marketing programs that drive measurable results.

I oversee Shopify Plus development, CRO initiatives, automation workflows, and merchandising strategies — improving LTV, CAC, and AOV. Under my leadership, we’ve expanded into Amazon, Walmart, SHEIN, and Shopify Collective, while forming partnerships with companies like FanDuel, Uber, Complex, and top hospitality brands.

  • Launched collaborations with Andrea Bocelli, Rosé (Blackpink), ATEEZ, Bravo’s Real Housewives, Paper Magazine, Trixie Mattel, and others.
  • Scaled HYPER iCONiC’s DTC and wholesale business to 300+ licensed properties and 100K+ SKUs, ranking #1 for competitive keywords.
  • Built MerchMoment as a direct B2B wholesale channel serving independent retailers and small businesses with niche licensed products.
  • Migrated and optimized DQM, an LGBTQ+ fan merch platform, boosting SEO, retention, and acquisition.
  • Delivered a charitable COVID-era PPE initiative, generating $1.7M in 6 months while supporting World Food Kitchen & The Trevor Project.
  • Manage a lean cross-functional team and vendors, integrating marketing, analytics, operations, and creative.

Advisory & Mentorship Roles

Edith & Blanche – Mentor & Advisor

UK, 2023–Present

Advise on Shopify optimization, digital marketing, and customer retention — scaling online presence and improving workflows.

Angelwreaths – Mentor & Advisor

2021–Present

Support brand growth from seasonal to year-round home décor through branding, marketplace expansion, and Performance Max campaigns.

Earlier Work

Giant Spoon – Associate Account Director

New York (2017–2020)

Led integrated campaigns across finance, fashion, and entertainment — managing $10M+ budgets and cross-functional teams.
Launched Synchrony’s State of Pay platform with NY Times T Brand Studio, contributed to MassMutual’s $35M rebrand and award-winning live NYE campaign on CNN, and produced Cole Haan partnerships with Lena Dunham, Karlie Kloss, and Christy Turlington. Earned MediaPost OMMA, Digiday, and FCS Portfolio awards.

TopView Group – Freelance Consulting Director, Marketing

New York (2016–2017)

Conceived and led rebrand for an NYC tour company — improving branding, digital experience, and SEO, and driving 27% YoY ticket sales growth.

Vivial (formerly LocalVox) – Group Director

New York (2014–2016)

Promoted to lead Enterprise Client Services, delivering SEO, social, and content for clients like AMC Theaters, Buffalo Wild Wings, and Advance Auto Parts. Managed a $4.1M P&L and 100+ accounts, while streamlining operations and expanding digital/SaaS offerings.

Vivial – Director, Social Media

New York (2014–2015)

Oversaw paid & organic social strategy, community management, and campaigns to grow acquisition and brand storytelling.

(RED) – Freelance Consulting Director, Marketing

New York (2013–2014)

Relaunched red.org with AKQA and led the CHOOSE (RED) SAVE LIVES campaign — delivering branded activations with Apple, AMC, Theory, and the #VineWorldRecord with Mashable & celebrities.

Stella Rising – Executive Director, Marketing

New York (2011–2013)

Directed digital strategy and omnichannel campaigns for Strivectin, KIND Snacks, Tone Bodycare, and other CPG brands — boosting engagement and conversions.

Zeta Interactive – Director, Search & Social

New York (2009–2011)

Managed global search and social strategy for clients including Prudential, Ferrari, and Citizen Watch — expanding the agency’s social offering and revenue.

LexisNexis – SEO Manager

New Jersey (2006–2009)

Promoted through 3 roles to lead SEO strategy for B2B and SaaS products — driving organic growth and content performance.

Freelance – Marketing & SEO Consultant

New Jersey (2006–2010)

Delivered SEO and digital marketing solutions for SMB and enterprise clients across industries.

Passion Projects

Wuforia.com – Automated Pet Supply Store

2024

Concepted and launched an editorial-meets-retail pet platform — independently led brand, UX, merchandising, and tech development while building an automated, multi-vendor dropship and print-on-demand operation unifying 40+ small pet brands under one elevated, design-driven storefront.

HauteSocial – NY Fashion Week Influencer Event

2009–2011

Produced annual influencer networking event during NYFW — partnering with brands like Caress, Olay, Secret, Suave, and Gillette Venus.

BeyondBeautyBasics.com – Founder & Managing Editor

Sold in 2011

Founded and grew an online beauty magazine before selling it in 2011.

 

Education

Seton Hall University, South Orange, NJ — Bachelor of Science, Biology (2006)