Paula Barnes
Milwaukee,WI
Summary
Dynamic, versatile sales, channel, and marketing executive with proven success driving multi-million-dollar revenue growth, go-to-market strategies, and cross-functional leadership. Expertise in marketing, category management, product innovation, and competitive positioning across multi-channel home improvement, consumer goods, and apparel. Skilled in market analysis, data-driven strategy, strategic partnerships to secure national retail placements, profitability, and streamlining execution. Proven ability to increase ROI, manage KPIs, reduce costs, accelerate speed to market, and revitalize product portfolios. Passionate about brand expansion, customer and consumer engagement, and building trusted relationships for long-term growth in competitive markets. With a track record of delivering breakthrough results for board level and private equity-owned businesses.
Overview
22
22
years of professional experience
Work History
Independent Consultant
Self-employed
02.2023 - Current
- Achieved multi-million-dollar deals by leading competitive research, gap analysis, and line review presentations—winning $10MM+ in new business for home improvement suppliers
- Developed and executed go-to-market strategies for commercial and industrial cleaning client, improving product, packaging, and channel strategies to accelerate revenue
- Boosted profitability and business growth by optimizing product mix, identifying market gaps, and reducing underperforming SKUs—boosting RV & Mobile Home Accessories client ROI by 10%
- Lead complex projects from start to finish, ensuring 100% on time, on-budget completion by assessing risks, streamlining processes, and implementing mitigation strategies
- Strengthen market positioning through competitive analysis and customer insights, identifying trends and opportunities that drive strategic growth
- Influence cross-functional teams and stakeholders to align sales, marketing, and product strategies, delivering high-impact presentations and data-driven recommendations
- Fostered strong relationships with clients through consistent communication and collaboration.
- Handled confidential customer business and operational information.
VP of Marketing
UC Coatings
01.2024 - 02.2025
- Launched and rebranded a retail-ready exterior wood and concrete sealer and stain product line, securing placement in multiple national retailers within 8 months
- Spearheaded 27% revenue growth by aligning marketing with sales goals, leveraging market analysis, value creation, and optimizing pricing strategies for wood and concrete protective coatings and restoration
- Increased brand awareness and engagement 2x through comprehensive marketing campaigns including social media campaigns, generating 323K+ new digital interactions
- Attained brand visibility with high-impact digital and print marketing, including brochures, videos, infographics, and a new trade show exhibit for retail and industrial divisions
- Reduced marketing budget by 35% through strategic allocation, contract negotiations, and vendor partnerships
Director of Sales – National Retailers
Paradygm Consulting
07.2023 - 03.2024
- Optimized client support and account management by identifying opportunities, overcoming sales barriers, streamlining planning and operations, and managing KPIs to drive strategic improvements, supporting growth at Lowe's, Menards, and ACE
Sr. Director of Sales & Channel Management | Director of Channel Management Retail
H2 Brands Group
01.2020 - 12.2023
- Accelerated category growth across hardware, home environment, paint applicators, and RV & Mobile Home by identifying market gaps, driving product innovation, optimizing costs, and tailoring promotions
- Grew Lowe's hardware sales from $18K to $1.7MM and home environment sales from $590K to $5.5MM through strategic partnerships
- Grew sales at The Home Depot, scaling home environment revenue from $3.7MM to $5.8MM and paint applicators from $7.4MM to $9.2MM, exceeding pre-pandemic levels
- Established Walmart paint brush placement, maintaining $5.8MM in sales and generating $830K in additional growth
- Implemented S&OP processes at The Home Depot, enhancing collaboration, forecasting, and supply chain efficiency while ensuring 97%+ fill rates and on-time delivery
Senior Channel Marketing Manager | Channel Marketing Manager
H2 Brands Group
01.2017 - 12.2020
- Managed a $25MM home environment category across multiple retail channels, increased sales and profitability through competitive pricing strategies, boosted sell-in rate by 25%, and increased sales orders by 18% while leading process improvements with strategy briefs, roadmaps, and long-term planning
Brand Manager Consultant
PPI Beauty (Patina Solutions)
01.2016 - 01.2017
- Managed a $50MM beauty product portfolio, developing commercialization strategies to drive product launches and market expansion while leading market analysis and business development for entry into the growing men's grooming category
Financial Representative
Principal Financial
01.2015 - 01.2016
VP of Men's Merchandising
Jockey International
01.2010 - 01.2015
- Generated $70MM+ in topline sales, improved margins by 10bps and reduced inventory by 21%, while accelerating go-to-market timeline by 31%, implemented a test-and-learn strategy, and mentored top talent to achieve a 90% promotion rate
Senior Product Manager | Brand Manager
Jockey International
01.2003 - 01.2010
Education
MBA -
Cardinal Stritch University
Milwaukee, WISkills
Growth Strategy & Revenue Optimization
Channel Marketing & Retail Partnerships
Product Commercialization
Market Analysis & Competitive Positioning
Marketing Campaigns & Brand Development
Relationship Management
Timeline
VP of Marketing
UC Coatings
01.2024 - 02.2025
Director of Sales – National Retailers
Paradygm Consulting
07.2023 - 03.2024
Independent Consultant
Self-employed
02.2023 - Current
Sr. Director of Sales & Channel Management | Director of Channel Management Retail
H2 Brands Group
01.2020 - 12.2023
Senior Channel Marketing Manager | Channel Marketing Manager
H2 Brands Group
01.2017 - 12.2020
Brand Manager Consultant
PPI Beauty (Patina Solutions)
01.2016 - 01.2017
Financial Representative
Principal Financial
01.2015 - 01.2016
VP of Men's Merchandising
Jockey International
01.2010 - 01.2015
Senior Product Manager | Brand Manager
Jockey International
01.2003 - 01.2010
MBA -
Cardinal Stritch University
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