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 eCommerce, SEO, social media, programmatic advertising, and content production, and have definitely “nerded out” countless times with with my Fortune 500 and small business clients on the many 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. 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 talent merch collaborations for Andrea Bocelli, ATEEZ, Bravo’s Real Housewives, Paper Magazine, RuPaul’s Drag Race, 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 online merch brands like HyperIconic and DragQueenMerch. 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 sparked a little project I singularly built called Wūforia—an automated eCommerce retail shop for dog goods and accessories that celebrates the special bond between dogs and humans, and shares that joy with dogs in need at animal shelters. It’s small side project I use as a personal development tool to stay sharp and as a platform for testing digital marketing tactics, best practices, and continuous learning.

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 or reach me via email @ paulbaranda@gmail.com.

My Experiences

MerchStores – VP, Ecommerce & Marketing

New York (2020-present)

Led conversion strategies and marketing automations to improve LTV, CAC, and AOV, building tech stacks, and optimizing acquisition channels for internal brands, and Ecomm properties for clients. Restructured tracking for enhanced conversions and GTM management, and developed SEO strategies & ad campaign funnels. Managed development and creative teams, and vendors. Launched collaborations with high profile talent from Bravo’s Real Housewives, Paper Magazine, ATEEZ, Andrea Bocelli, RuPaul’s Drag Race, and content creators. Implemented operational workflows.

  • HyperIconic.com – Licensed pop culture apparel: Developed Ecomm retail & wholesale website brand with 300+ licenses in TV/Movie, Music, Gaming, and content creators and 100,000 SKUs. Managed performance media agency partners with $15K monthly budget for Google & Meta. Created email/sms automations, personalization A.I. and loyalty 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.
  • DragQueenMerch.com – Licensed fan merch for LGBTQ+ entertainers & artists: Restructured and migrated platform, elevated creative assets, optimized merchandising for 400 licenses & 80,000 SKUs, organized tag hierarchy, managed SEO agency & tech team to develop enhancements, implemented email/sms systems and promotions, and influencers and partnerships. Launched collaborations with Trixie Mattel and high profile talent.
  • CoverMyMouth.com – 1500+ Face mask designs (short-term project): Built a “do good” single-product Ecomm retail/wholesale (museums, schools, boutiques) and Amazon business from ground up during onset of pandemic and grossed $1.3M in first 7 months. Partnered with World Food Kitchen & Trevor Project for charitable donations. Short term project, now closed.

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 Payin 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

Wūforia – Apparel/accessories for dogs & humans – automated Ecomm retail store, Founder (2024)

Independently developed automated print/dropship business, strategy, creative, UI/UX, & marketing. Doubles as testing site for current digital marketing tactics & best practices, and ongoing industry learning.

Edith & Blanche –  Advisor/Mentor

UK Children’s Boutique Brand (2023-2024)

HauteSocial – NY Fashion Week Influencer Networking Event, Producer & Founder

New York (2009-2011 Sold to buyer)
– Clients: Caress, Oil of Olay, Secret, Suave, Gillette Venus, & L’Bel Skincare.

BeyondBeautyBasics.com – Managing Editor & Founder

New Jersey (2011 Sold to buyer)

Education – Seton Hall University

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