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Paula has been innovating in the media space for more than two decades. She started her career at a direct response agency, so ROI is in her DNA. Her approach to media is deeply rooted in data and research to drive positive business outcomes. She relentlessly pushes for relevancy, staying ahead of trends and adopting emerging technology wherever possible. Paula’s vast work spans a variety of awareness and acquisition strategies across more than 30 B2C and B2B categories. At Medium Giant, she leads a team of integrated media strategists, digital analysts, and subject matter experts.