Paul Atienza

Curiosity about niche online communities focused on digital innovation has helped Paul Atienza develop a set of skills that elevate digital marketing.

Paul Atienza

What is your role at Brand Federation?

I am a digital marketer and brand strategist. I analyze digital analytics for the Federation and provide strategic support for client work.

What work are you doing now and what about it inspires you?

I’m starting to work on growing Brand Federation’s digital presence! If there’s anything you want us to keep doing or have any suggestions, send me a note. I’ve been most inspired by Brand Federation’s takes on the business of brands today from all of the Beer and Brands podcast episodes (hosted by Matt Williams and Kelly O'Keefe) and reading different perspectives among the partners and consultants of the Federation.

What superpower do you bring your clients and colleagues?

I am a VERY curious person who is interested in different niche online communities, from aesthetic spreadsheet builders to social AR developers. I take learnings from subcultures online to help see context through analogs or learn tactics for digital growth.

Why did you join the Brand Federation team?

The people that make Brand Federation, Brand Federation. I’m always learning something new from the team, from Zoom meetings to the #bfbreakroom Slack channel.

Have you read a book (or seen a movie, or listened to a podcast) lately that you’d recommend?

I get inspired a lot by different mediums!

  • Book: Shoe Dog by Phil Knight. It’s the memoir of Phil Knight, the founder of Nike (happy 50th birthday, Nike! 🥳). It chronicles how Knight and Jeff Johnson built the brand, but more importantly, it tells a story about someone who truly loves what they do – running.
  • Movie: Everything Everywhere All at Once. I fell in love with the romantic notion of having a sense of self across the multiverse. The movie is about a troubled laundromat owner who travels through an alternate universe where she’s a famous movie star to one where everyone has hot dog fingers. She knows the universe filled with family feuds, divorce papers, and IRS audits.
  • Podcast: The Best One Yet (formerly known as Robinhood Snacks and Market Snacks). The pod is a weekday-ly 15-minute show on hot takes based on current events in the business world with a fun fact at the end from listeners.
  • TikTok: @brendangahan. The account is run by Brendan Gahan, Partner and Chief Social Officer at the agency, Mekanism. Brendan talks about everything social, from the current state of social networks to case studies of brands and creators to best practices on various platforms.

What gets your energy and time outside of work?

I like to collect hobbies! From competitive eating to TikTok-ing, I enjoy trying out new things every month. Right now, long-distance running in my hometown of San Francisco consumes my time – competing in races, attempting to make Strava art runs, and traveling to different restaurants by foot.

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