about me
Hello 👋🏼
I’m Paula
I live for the power of storytelling via social media, editorial, or digital ads.
I am an expert in curating a brand voice and look, consistently evolving them to match consumer needs.
I have experience in video and photo editing, brand positioning, cross-functional campaigns, and of course, all things social.
Are you trying to go viral? I’m your girl
Background
Paramount+ | Showtime
Digital Marketing Coordinator, 2020-2022
Digital Marketing Manager, 2022-present
ViacomCBS | VH1
Sr. Social Media Coordinator, 2019-2020
University of California, Los Angeles (UCLA)
BA Communications & Political Science
Skills
- Adobe Photoshop, Premiere Pro and In-Design
- Brazilian Portuguese (fluent)
- Integrated Marketing
- Paid Media
- Brand partnerships
- Cross-functional partnerships
- Creative Briefing
- Copywriting
- Agency management
I’m a seasoned community manager, engaging with global audiences for brands with a wide reach and following. In some cases, I launched and grew these platforms from the ground up (*)
Social Management
2MM
673K
*
8.3MM
*
343K
3MM
*
*
74k
6mm
A year long campaign - summarized in just 4 minutes!
For Yellowjackets Season 2, we had to bring the excitement and thrill of the fandom to social. Through building a responsive and native rollout, impactful voice and eye-catching social creative, we developed an extra marketing arm for the series via social fans.
In junction with targeted paid creative, clear digital partnership and exciting event coverage, we set historic streaming records for SHOWTIME.
To bring this Gen-Z icon into the cultural conversation I led a strategic video editing and rollout strategy for Season 2.
On a weekly basis, I chose to not only showcased the series’ best moments, but also source those that would break into culture organically.
As a result, ZIWE’s video views averaged at about 600k on TikTok and 200K on Instagram.
from social to Press
The Chi fans are a loyal group!
After 6 seasons, I ensured our social strategy served them up with exactly what they love: the drama, the culture, the music, and a place to speak on the show.
With a weekly cadence that included Character Spotlights for Paramount+ audiences, shareable static formats, top performing video moments, and more, our footprint grew by 11% in 8 weeks, with over 2M organic impressions.
When it came to the Brand, I helped bridge the gap between Showtime subscribers and new series launches.
By capitalizing on with familiar templates, strategically collaborating with other accounts and maintaining the Brand voice, we appealed to our average follower to introduce new titles.
I also managed our TikTok presence, launching content series and making the best use of native tools and feature launches, growing our following by over 25%.
On ads for tentpoles like Yellowjackets and The Chi, I implemented fresh creative and copy on a weekly basis - ensuring each asset was customized to cater to our target audience buckets.
Paid Media
Paid Media cont.
My objective was to merge the world of design, innovative features and copywriting to capture new consumers
Digital Media
To ensure synergy across our marketing efforts, I worked to ensure all digital campaigns and partnerships have an online presence at our fans’ fingertips.
The Yellowjackets Instagram Shop launched with an exclusive social drop, getting fans and influencers on the platform ahead of our coveted letterman item drop.
In partnership with Spotify, I worked to ensure track lists were synced with our official playlist and social creative drove fans to listen on the platform.
Digital Media cont.
For Yellowjackets, I worked to ensure the wide press acclaim, appearances and talent announcements were amplified on our social channels.
I also supported influencer partnerships, ensuring content always worked to align with target audiences and our campaign goals.
