I’m a marketing and eCommerce leader with 17+ years of experience scaling brands, building revenue streams, and driving customer engagement across industries including consumer goods, beauty, finance, entertainment, and apparel. My career has spanned Fortune 500s, startups, and high-growth ventures, giving me both the strategic perspective and hands-on fluency to unlock growth in complex, fast-moving markets.

I’ve directed rebrands, omnichannel campaigns, and product launches for brands such as MassMutual, Synchrony, and Cole Haan, including CNN’s first live New Year’s Eve ad and luxury activations with Karlie Kloss and Christy Turlington. I’ve also led large-scale eCommerce operations across Shopify Plus, Amazon, Walmart, SHEIN, and Shopify Collective, building ecosystems that improved conversion, retention, and customer lifetime value.

Most recently, as VP of eCommerce and Marketing at MerchStores, I have overseen strategy, operations, and digital infrastructure for a portfolio of brands and partners. This has included scaling HYPER iCONiC to more than 100K SKUs, developing B2B and wholesale channels, and collaborating with talent and businesses from Andrea Bocelli and Rosé of Blackpink to Bravo’s Real Housewives, FanDuel, Uber, and hospitality icons such as Fraunces Tavern.

Alongside leading teams and managing P&Ls, I have been an early adopter of tools such as AI to improve analysis, accelerate automation, and enhance decision-making while maintaining creative and strategic oversight. I thrive at the intersection of data and storytelling, whether that means optimizing site performance, refining lifecycle marketing, or building cultural campaigns that connect with audiences and convert with purpose.

Beyond client and company work, I built Wuforia as a personal challenge to showcase my end-to-end eCommerce expertise. Conceived as an editorial-meets-retail concept for modern dog owners, Wuforia curates small pet brands and products in one elevated, shoppable experience. It is a living proof-of-concept that demonstrates how my full-stack expertise, combined with a clear brand vision, can carve out whitespace in a crowded market.

At my core, I am as comfortable in the weeds as I am in the boardroom, leading digital transformation, inspiring teams, and translating complex ideas into programs that deliver measurable results.

Off the clock, I live in New York City with my wife and two poodle mixes, along with 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.

Marketing & E-commerce Leader | Driving Brand Growth, Digital Strategy, and Acquisition

Professional Summary

Marketing and eCommerce leader with a proven record of driving growth for Fortune 500s, startups, and owned retail platforms. Skilled at building and scaling teams, leading integrated campaigns, and optimizing digital commerce ecosystems. Recognized for delivering acquisition, retention, and brand growth through cultural storytelling, partnerships, and data-driven insights.

MerchStores – VP, Ecommerce & Marketing

New York (2020–present)

Lead strategy, marketing, and growth across a portfolio of DTC, B2B, and wholesale ventures including HYPER iCONiC and MerchMoment. Partner with artists, brands, and businesses to integrate merchandise into broader brand and marketing strategies while managing P&L, lean teams, and cross-functional vendors.

  • Directed campaign development, merchandising, and lifecycle programs — driving measurable lifts in AOV, LTV, and retention.

  • Expanded distribution into Amazon, Walmart, SHEIN, and Shopify Collective while forging partnerships with FanDuel, Uber, and Complex.

  • Launched collaborations with Andrea Bocelli, Rosé (Blackpink), ATEEZ, Bravo’s Real Housewives, Paper Magazine, and more.

  • Built MerchMoment as a B2B wholesale channel serving independent retailers and small businesses with licensed products.

  • PPE Supplies (pandemic project) – Launched protective products with uplifting designs, generating $1.7M in six months through DTC, wholesale, and Amazon channels, while supporting World Central Kitchen and The Trevor Project.

 

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)

Directed integrated marketing campaigns for clients including Synchrony (largest account/AOR), MassMutual (AOR), Netflix, Cole Haan, lilBits, and Under Armour. Managed $10M+ media budgets, guided cross-functional teams, and aligned creative, media, and partnerships to business objectives.

  • Synchrony – Launched State of Pay with NY Times T Brand Studio; led digital strategy for a micro-loan app; developed social-first and paid campaigns for Synchrony Payments.

  • MassMutual – Oversaw $35M media budget and rebrand; contributed to award-winning CNN live NYE ad.

  • Cole Haan – Led activations and events featuring Lena Dunham, Karlie Kloss, and Christy Turlington.

  • Campaigns earned MediaPost OMMA, Digiday, and FCS Portfolio honors.

TopView Group – Freelance Consulting Director, Marketing

New York (2016–2017)

Conceived and led brand refresh and marketing strategy for NYC tour company — improving branding, digital experience, and SEO, and driving 27% YoY ticket sales growth.

Vivial (formerly LocalVox) – Group Director (promoted from Director of Search & Social and Consultant)

New York (2014–2016)

Led enterprise client services and digital strategy for brands including AMC Theaters, Buffalo Wild Wings, and Advance Auto Parts. Directed SEO, social, and content programs while growing adoption of Vivial’s SaaS marketing platform.

(RED) – Freelance Consulting Director, Marketing

New York (2013–2014)

Relaunched ecommerce platform and led activations with Apple, AMC, Theory, and Bed Bath & Beyond.

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)

Skills

Marketing and Automation: Google Ads, Google Marketing Suite, Google Search Console, Meta Ads, Klaviyo, Attentive, HubSpot, Floodlights
Analytics and Optimization: GA4, GTM, KPI reporting, A/B testing, conversion optimization, SEMrush, SpyFu, Simmons
Leadership and Business Strategy: P&L management, team leadership, vendor partnerships, promotional strategy, demand planning, global sourcing, SOP development
E-commerce and Web Tools: Shopify Plus, Salesforce Commerce Cloud, WooCommerce, OrderDesk, Amazon Marketplace, Walmart Marketplace, Etsy Marketplace, web development (HTML/CSS, WordPress), Photoshop