Paul Baranda

Paul Baranda

Associate Director, Brand Management at Giant Spoon
New York, United States

About me

I'm a left-brain/right-brain marketer and business leader with a diverse media background in B2C-B2B of 10+ years. I have led 360 campaigns for various brands creating cross-channel user experiences. Drove strategy with integrated & tactical performance marketing solutions for Fortune 500/1000 extending across industries of beauty, fashion, health, finance, and lifestyle... And I have loved every minute of it. As a client partner, I lead from the center of strategy, media, creative, and production— advising companies to optimize programs, improve operations, and grow their brand & revenue.

Career Highlights
• 10yrs experience of hands-on B2C/B2B 360 marketing and advertising as individual contributor and leader.
• Oversaw brand integrations & media partnerships for MassMutual’s Re-brand and The Unsung campaign with CNN’s first live ad during NYE, and Cole Haan’s Extraordinaries campaign elevating women of substance and style at WNYC’s all-female podcast festival WERK IT.
• Led (RED)’s website relaunch & platform migration, and helped drive brand activations for a global AIDS awareness campaign with AMC,, Vine, Bed Bath & Beyond, and Johnson & Johnson.
• Achieved consumer growth for clients through digital acquisition, exceeded revenue goals, and improved bottom-line.
• Contributed to revenue growth $24M+ at LexisNexis pilot in-house agency by refining operational and team efficiencies.
• Generated +100K social shares for Johnson & Johnson donation, founded Citizen Watch’s digital & social presence, activated STIHL’s US dealer social strategy, and grew Scholastic’s first teen social community.
• Prior luxury retail sales and management experience of 5 years. Founded and sold a beauty & fashion digital media website.


Associate Director, Strategy
Giant Spoon
New York, United States
March 2017 - Present (3 years 9 months)
Client partner to MassMutual brand team for business account management, strategy, media, content, experiential, creative and production.

MassMutual, The Unsung Campaign:
- FCS Portfolio Awards, Silver- Branded Content
- Brand Film Festival, Finalist - Short-Form Docu Series w/ CNN’s Courageous Studios
- Digiday Content Marketing, Finalist - Best Agency/Client Collaboration

Other Work:
//Cole Haan, Extraordinary Women, Extraordinary Stories Campaign feat. Karlie Kloss & Christy Turlington and red carpet Lenny 2nd Anniversary Event/Experiential
//littleBits, Star Wars Droid Inventor Kit holiday push w/ YouTube family & kid influencer partnerships
Group Director, Media Client Services
United States
February 2014 - September 2017 (3 years 7 months)
• Developed branding, creative, content, and operations for digital services & consulting.

TopView Sightseeing - consulting Director, Local Marketing, New York, NY
• Led rebrand for NYC-based tour company. Provided creative direction, media & eCommerce strategy, and direct response marketing with SEO/SEM/Social
• Restructured paid search campaigns, and increased PPC revenue from previous year.
• Coordinated influencer relationships and branded content with TruTV & Impractical Jokers.
• Achieved market share growth within 6 months and led company’s unprecedented success in digital with organic revenue YoY.

(RED) - consulting Director, Non-Profit (NGO) Marketing, New York, NY
• Relaunched to new platform and achieved traffic and sales/donations growth. Partnered with AKQA and other agencies.
• Led creative direction & media partnerships for “CHOOSE (RED) SAVE LIVES” campaign, and media planning/buying with Hill Holiday.
• Increased engagement of 3.6M+ followers and eCommerce sales with first-to-market Mashable #VineWorldRecord activation & celebrity influencer partnerships.
• Lifted visibility for Global Fund efforts with AMC, Bed Bath & Beyond, AMC, Apple,, HEAD Tennis, and Theory partnership activations. – Small Business Consultant, eCommerce & Marketing, New Jersey
• Accelerated monthly sales 40+% with eCommerce redesign, email marketing, audience segmentation, and paid social.

French Bull - consulting Director, Retail/Home Goods Marketing, New York, NY
• Boosted sales with revamp of content marketing, product marketing, social media & processes for website & CRM.
Principal Consultant
United States
January 2013 - March 2017 (4 years 2 months)
• Restructured & mentored Client Services group of 14 account managers, content writers, and SEO/Social strategists.
• Remodeled and scaled Search and Social Media services business for 100+ clients with integrated digital and SaaS solutions.
• Simplified account management workflows and refined marketing strategies that improved client retention to 85%.
• Maximized profitability above 45% margins with P&L management and led sales training and support for $4.1M in revenue.
• Acquired by The Berry Company(Vivial) in 2015. Reorg and retired enterprise/agency services in 2016.
Executive Director, Marketing
Westport, United States
November 2011 - January 2013 (1 year 2 months)
• Led planning & integrated marketing, and developed ideas/activations with MarTech & media partnerships.
• Produced digital interactive experiences through custom content, media partnerships, social, and SEO for re-emerging brands like Strivectin & Infusium23.
• Grew customer engagement and sales for Trollbeads US brand with 360-campaign and developed recommendation technology for first-to-market Facebook app using UGC.
• Clients include: Alpina USA Yogurt, Tone Bodycare.
• Position relocated to CT.
Director, Search & Social Media
Zeta Global
United States
November 2010 - November 2011 (1 year)
• Oversaw Performance Media Group with $5M+ portfolio, for US & India team of strategists.
• Expanded social media SaaS & agency services and boosted revenue; launched CitizenWatch’s digital & social presence, accelerated STIHL USA’s sales and active users by 38%, and launched Scholastic’s This Is Teen social promotion growing 62K fans.
• Clients include: Prudential, K-12, Hard Rock Hotel, PepBoys, Chase Paymentech, NetGear, Allergan/Botox, Ferrari NA.
• Reorg - Acquired by PMX Agency and XL Marketing now rebranded as Zeta Global.

SEO Manager
United States
December 2007 - November 2010 (2 years 11 months)
• Managed a portfolio of $8.9M in SEO business & 560+ legal clients, expanded team to 60+, and promoted 3 times within first year of hire.
• Automated processes with B2B sales and designed CRM for fulfillment workflow, and led Search strategy & performance Media to grow overall $24M+ revenue; implemented mentoring/career track that reduced overhead.


Bachelor’s Degree, Biology

September 2000 - July 2006 (5 years 10 months)

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