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Paulina Lelo de Larrea

@paulinalelodelarrea

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Brand strategist at PSR BRANDS, LLC who drove up to 51% MoM e-commerce growth across six consumer brands.

United States

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At PSR BRANDS, LLC, I led digital and brand strategy execution across six consumer brands, driving up to 51% MoM e-commerce growth through Amazon Vendor Central and Shopify.

I tested paid creatives and UGC-style content, then used performance data to shift a 6-figure quarterly media budget toward winning variants. I also presented channel performance and sales forecasts at board and monthly business meetings.

At MOREAU PARIS, I achieved 20% of total store sales within five months as a part-time associate. I also designed repeatable packing and training systems and standardized inventory tracking across sales, imports, and wholesale.

At MARQET GROUP, I developed brand strategies for nationwide clients using SEO research and analytics. I also consult for local Houston startups and was an IE Startup Lab finalist.

Experience

Work history, roles, and key accomplishments

Brand & Operations Associate

Moreau Paris

Jan 2025 - Jul 2025 (6 months)

Achieved 20% of total store sales within five months as a part-time associate, ranking second only to a full-time manager with 7+ years tenure. Designed repeatable operational processes, packing systems, and training systems, standardizing inventory tracking across sales, imports, and wholesale to reduce errors and improve logistical efficiency.

inventory tracking Operational Processes Training Systems Sales Logistics

Digital Manager

PSR Brands, LLC

Jan 2024 - Jul 2024 (6 months)

Led digital and brand strategy execution across six consumer brands, driving up to 51% MoM e-commerce growth through Amazon Vendor Central and Shopify. Managed a team of four, planned multi-channel campaigns, ran A/B tests, and presented performance at board meetings.

Amazon Vendor Central Shopify GA4 Meta Ads Manager TikTok Ads (Manager and Spark)A B Testing Performance Marketing Team Management Ecommerce

Marketing Coordinator

PSR Brands, LLC

Mar 2023 - Jan 2024 (10 months)

Orchestrated planning and execution of large-scale promotional events and trade shows, enhancing brand recognition and lead acquisition. Forged partnerships with TelevisaUnivision and leveraged official LigaMX sponsorships, creating integrated media campaigns that boosted visibility.

Event Planning Trade Shows Influencer Marketing Media Campaigns Creative Direction Brand Recognition

Client Experience Coordinator

Marqet Group

Jan 2022 - Mar 2023 (1 year 2 months)

Developed brand strategies for nationwide clients, leveraging SEO research and analytics to boost visibility. Managed daily content across 10+ accounts and published monthly blogs, driving engagement and SEO performance.

SEO Content Management Meta Ads Reputation Management Analytics

Marketing & Business Development Associate

Smartleaf Inc.

Jan 2021 - Jul 2021 (6 months)

Co-op position as Marketing & Business Development Associate in Boston, MA.

Education

Degrees, certifications, and relevant coursework

IE Business School

International MBA, Entrepreneurship

Activities and societies: Startup Lab Finalist

Pursuing an International MBA with a concentration in Entrepreneurship, and a Startup Lab finalist, with expected graduation in December 2026.

Northeastern University

Bachelor of Science, Business Administration and Communication Studies

Earned a Bachelor of Science in Business Administration and Communication Studies with a concentration in Marketing and a minor in Psychology, graduating in December 2021.