Paula Serafino

Strategic planning experience building integrated media solutions, leading high-performing teams, and driving measurable business outcomes for CPG, retail, healthcare, tourism, financial, technology and lifestyle brands. Trusted advisor to senior clients and agency leadership with deep expertise connecting media strategy, audience insights, analytics and technology to deliver business growth. Relentless pursuit to integrate with creative & strategy teams.

Experienced across the full media ecosystem including digital, paid social, programmatic, search, CTV/OTT, video, all forms of traditional media, and emerging platforms. Recognized for developing teams, elevating agency capabilities, success supporting sales teams for paid media programs and audience extension opportunities, and leveraging AI to create smarter marketing solutions.

Principal, US Paid Media at Rival (2026-01 – Present)

• Lead development of integrated paid media capabilities for a challenger-focused marketing consultancy, partnering across strategy, creative, analytics and technology to develop connected consumer marketing solutions.
• Advise clients and internal teams on media strategy, planning, buying and optimization, connecting audience insights and business objectives to media investment decisions.
• Help develop AI-enabled workflows and operating practices that improve marketing planning, productivity and effectiveness.

VP, Director of Integrated Paid Media at Medium Giant (2022-01 – 2026-03)

• Led integrated media strategy and investment planning for national and regional clients, aligning media solutions with business growth objectives including Visit Montana.
• Served as senior media advisor to clients and internal teams, leading executive presentations, strategic recommendations, and business reviews.
• Directed cross-channel planning across digital, social, programmatic, search, CTV/OTT, retail media, and emerging platforms.
• Partnered with analytics, creative, account, and technology teams to develop connected marketing solutions and measurement frameworks.
• Developed AI-enabled workflows, including a proprietary Media Resource GPT, improving research, planning efficiency, and team productivity.
• Drove agency growth through new business strategy, securing five major wins including two of the agency's largest accounts.
• Recipient of the 2023 President's Award for Excellence.

VP, Media Director at GYK Antler (2018-01 – 2022-12)

• Built and scaled the media discipline, establishing an integrated operating model connecting media, creative, analytics, and client strategy.
• Led strategic media planning and investment across digital, social, search, programmatic, video, and traditional channels for CPG/retail clients including Sweet Baby Ray's, Ken's Dressing, Cat's Pride, Cedar's Hommus, Brekki Overnight Oats, Green Giant, Visit New Hampshire, NH State Lottery.
• Served as senior client partner, guiding executive-level recommendations and growth strategies for regional and national brands.
• Developed team capabilities through mentorship, process improvements, and strategic leadership.
• Supported new business growth and expanded client relationships through integrated marketing solutions.

VP, Media Director at CTP (2012-01 – 2018-12)

• Led integrated media strategy and cross-functional teams delivering measurable growth across healthcare, nonprofit, B2B, and consumer accounts.
• Increased Red Hat media investment by 1,200% year-over-year through demand generation and acquisition strategies.
• Improved Save the Children acquisition performance, driving 55% growth in donor acquisition.
• Built measurement and optimization frameworks connecting media performance to business outcomes.
• Delivered award-winning campaigns recognized by Boston Ad Club Media Maven Awards.

Leadership roles at The VIA Agency, Havas Media, Mullen, and Digitas

Earlier leadership roles across The VIA Agency, Havas Media, Mullen, and Digitas supporting brands Panasonic, Johnson & Johnson, UNUM, American Express, Boston Children's Hospital, Tyson Foods

Suffolk University