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 seasoned business leader with a diverse background of 10+ years hands-on B2C/B2B Media with DR and performance marketing. I have led 360 campaigns for various brands creating cross-channel user experiences. As a client partner, I have played key roles in advising companies to optimize programs, improve operations, and grow revenue. Drove strategy with integrated & tactical solutions for Fortune 500/1000 extending across industries of beauty, fashion, health, finance, and lifestyle... And I have loved every minute of it.

Career Highlights
• 10yrs experience of hands-on B2C/B2B 360 marketing and advertising as individual contributor and leader.
• Oversaw brand integrations with media partnerships for MassMutual & 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 redesign & 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 creating operational and team efficiencies.
• Generated +100K social shares for Johnson & Johnson, 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 online media website.


Associate Director, Strategy
New York, United States
March 2017 - Present (1 year 2 months)
Giant Spoon is a new kind of marketing and innovation agency designed for the future of communication, built from the ground up. Media no longer has any boundaries, it’s simply any connection between a person and a brand. We are not a digital agency, but an everything agency that embraces digital culture and always starts with the idea. We believe in idea-centric strategy, where the idea is the strategy amplified through content, technology, and media.
Group Director, Media Client Services
United States
February 2014 - September 2017 (3 years 7 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.
Principal Consultant
United States
January 2013 - March 2017 (4 years 2 months)
• Developed branding, creative, content, and operations for digital services & consulting.

TopView Sightseeing - consulting Director, 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 72% from previous year in 6 months.
• Implemented new B2B revenue streams through advertising programs, revived reseller/OTA partnerships with Viator, Groupon, Expedia, etc.
• Coordinated influencer relationships and branded content with TruTV & Impractical Jokers.
• Achieved 10% market share growth within 6 months and led company’s unprecedented success in digital with organic revenue +76% YoY.

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

French Bull - consulting Director, Marketing, New York, NY
• Boosted sales with revamp of content marketing, product marketing, social media & processes for website & CRM.
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 performance for Trollbeads US through first-to-market Facebook app & 360 campaigns.
• 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+ 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 digital performance 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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