"Mexico City raised me, and it taught me early that culture isn't something you study from the outside — it's something you live in. That instinct shapes everything I build: strategy that connects global perspective with local relevance."
I build the frameworks that let brands show up authentically in culture — talent partnerships, product storytelling, experiential platforms — and the operating models that let those ideas scale across markets without losing what made them work in the first place.
At Foot Locker, I lead a cross-regional team of 8+ overseeing a $15M+ portfolio spanning 200+ annual activations across 15 markets, and partner directly with global brands including PUMA, Nike Inc., adidas and many others on athlete, product and retail integration. Before that, I spent a decade at Bacardi USA directing commercial planning and activation strategy across 17 priority markets.
My flagship work — NBA All-Star Weekend — engaged 47,000+ consumers, delivered $4.7M+ in pop-up retail sales, and generated 4.5B+ earned media impressions across outlets including Complex, Sneaker News and Sole Retriever.
- Talent & Athlete Partnerships→
- Influencer & Creator Strategy→
- Experiential Marketing→
- Operating Model & Governance→
- Cultural Intelligence→
- Agency & Budget Strategy→
Marketing Director — Foot Locker, Inc.
APR 2021 — PRESENT
Director, Commercial Planning & Activations — Bacardi USA
MAY 2011 — MAR 2021
President, LatinX ERG ("TENIS") — Foot Locker, Inc.
AFFILIATION
Education
B.A., Marketing — California State University, San Bernardino
B.A., Information Systems — California State University, San Bernardino
McKinsey Connected Leader Academy — Hispanic and Latino Management Accelerator Program
Executive Education, Leadership & Marketing — Harvard & Dartmouth (edX)
WNBA TIP-OFF X FOOT LOCKER
"You have an incredible team that has been so kind to me... Continue to be you in every space. Your impact is seen and felt."
— Greydy Diaz
NIKE
"Paulina is at the forefront of culture, sports, and fashion — an incredible thought leader who consistently pushes the envelope in experiential marketing, creative concepts, and commerce."
— Francisco Montesino, Nike
MERRELL NEW YORK
"Paulina has an innate ability to connect brands authentically to culture while never losing sight of the business objective. She combines sharp strategic thinking with flawless execution, turning ambitious ideas into experiences that feel credible, relevant and built to scale."
— Richard McLeod, Merrell New York
FOOT LOCKER X NIKE — 30TH ANNIV. WOMEN'S BASKETBALL
"Experiences like this go far beyond basketball. They inspire our athletes to dream bigger, lead stronger, and continue protecting their path both on and off the court."
— Jermaine Seagears, Founder, Pathway Prep Hoops
SPORTS BRANDING & MARKETING
"Always a fierce leader with every project she's included me in, it's been a pleasure to create with her in the sports space. She's been the bridge between community, sports, and culture, making her activations fun and relevant."
— Victoria Jacobi, Sports Branding & Marketing
WPP MEDIA
"Paulina is the kind of person every leader wants on their team; smart, dependable, connected to community and always willing to step up. She consistently made the people and work around her better."
— Jason Karlowski, Director, Sports, Live Events & Gaming, WPP Media
HAVE WE WORKED TOGETHER?
I'd love to add your voice here too.
Get in touch ↗
