Paulina González-Heres is exploring her personal brand and career goals in digital marketing for the skincare industry. She has an esthetician license and is pursuing a degree in digital marketing. Her goals are to work for companies like Dermalogica, Kylie Cosmetics, and The Hydrafacial Company. She analyzes her skills, experiences, and potential competitors. Paulina plans to use social media and her background in skincare to showcase digital marketing stories that captivate consumers.

1. PERSONAL BRAND EXPLORATION
PAULINA GONZÁLEZ-HERE
S
Project & Portfolio I: Week
1
MARCH 07, 2021

2. My name is Paulina González-Heres and I am originally
from Boca Raton, Florida. I am the middle child of two
sisters and come from an Argentinean and Cuban
household which unfortunately divided when I was in high
school. Since then I have had to encounter many hardships
in my life like bullying, mental health issues, addiction and
toxic relationships. As much as I may hate what those do to
me mentally it has shaped me into the person who I am
today. I am very compassionate, loyal, faithful, loving,
ambitious, intelligent and very empathetic. I am passionate
about love, relationships, technology, family, animals, equal
rights, racial equality and social media. My goals are to
open my own digital marketing
fi
rm and work in the
skincare industry as well.
IDENTITY

3. PROFESSION
Potential Job Titles
:
• Search Marketing Strategist
• Sales Manager
s
• Green Marketer
s
The Lover & Royalty - I would
showcase my work differently than
others. Many people are very overly
cut and dry with their approaches in
life but with me I am very passionate
and loving. I don’t do work that is half
done I always make sure everything
is sincere and thorough.
Digital Marketing for Skincare Industry

4. • DEMOGRAPHICS: AGE 16-80,
75% women and 25% men. All
incomes and race
s
• PSYCHOGRAPHICS: Enjoys
skincare, self-care, relaxation,
cosmetology, fears of having
bad skin and aging
.
• IDEAL AUDIENCE MEMBERS:
Hannah Kim: The Hydrafacial
Company Marketing Manager.
Matthew Divaris: Dermalogica
Senior VP of Global Marketing.
Lucy Graham: Kylie Cosmetics
Social Media & Marketing
Manager.
Recruiters and Hiring Managers at Hydrafacial MD, Dermalogica, KylieSkin
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2022)
• Land entry-level marketing position at Dermalogica
.
‣ Manage social media marketing for 2 years
.
Mid Term: (2024
)
• Work at Kylie Cosmetics
.
‣ Gain experience in SEO and social media
marketing for 5 years and be a part of a
cosmetics launch.
Long Term: (2029
)
• Work at The Hydrafacial Company.
‣ Manage marketing and increase more clients
from medical spas, plastic surgeons of
fi
ces,
and dermatologists.

6. SKILLS ANALYSIS
Notable Skills & Current
Pro
fi
ciencies:
Notable Skills REQUIRED in TRADE & Current
Pro
fi
ciencies:
Social Media Marketing 87%
Adobe Creative Suite 75%
Public Speaking 90%
Time Management 60%
SOFT
HARD
SEO & SEM 60%
Data Analytics 80%
Content Marketing 90%
UX 80%
SOFT
HARD

7. I help professional skincare and cosmetic
companies increase social media marketing
and sales by captivating consumers and
customers by digital marketing storytelling.
PROMISE

8. CREDENTIALS
Work Experience
:
• 3 months in childcare in a high school.
Education:
• Esthiology, Certi
fi
cation, Jean Madeline
Aveda Institiute (2016
)
• Esthetician license (2016
)
•
• Digital Marketing, B.S., Full Sail University (2022)
Volunteer Work:
• 1 year childcare internship at two
elementary schools.

9. COMPETITION
PAULINA
GONZÁLEZ-HERES
Industry Experience
:
• Esthetician
Education
:
• Esthiology Certi
fi
cation, Jean Madeline Aveda Institiute
(2016
)
• Full Sail University Digital Marketing (2020)
.
•
Leadership Experience
:
• 1 year childcare experienc
e
• 3 months paid childcare.
Skills and Pro
fi
ciencies
:
• Estheticia
n
• Laser Hair and Tattoo Remova
l
Hannah Kim
Overall Online Presence
:
• 57 connections and an excellent headshot and pro
fi
le
banner
.
• Grade: Average, 80 out of 100
Industry Experience
:
• Corporate Channel Marketing
Manager at The Hydrafacial Company
Education
:
• California State University-Long Beach B.S Business
Administration with an emphasis in marketing
2004-2009
Leadership Experience
:
• Volunteer at OCAPICA, Boys and Girls Clubs of
America , USO
Skills and Pro
fi
ciencies
:
• Endorsed by two companie
s
Overall Online Presence
:
• 500+ connections. NBA Banner, Excellent
headshot.Grade: Excellent, 85 out of 100

10. COMPETITION
PAULINA
GONZÁLEZ-HERES
Industry Experience
:
• Esthetician
Education
:
• Esthiology Certi
fi
cation, Jean Madeline Aveda Institiute
(2016
)
• Full Sail University Digital Marketing (2020)
.
•
Leadership Experience
:
• 1 year childcare experienc
e
• 3 months paid childcare.
Skills and Pro
fi
ciencies
:
• Estheticia
n
• Laser Hair and Tattoo Remova
l
Lucy Graham
Overall Online Presence
:
• 57 connections and an excellent headshot and pro
fi
le
banner
.
• Grade: Average, 80 out of 100
Industry Experience
:
• Social Media & Marketing Manager at
Kylie Cosmetics | Kylie Skin.
Education
:
• Fashion Institute of Design & Merchandising B.A
Beauty Industry Management
Leadership Experience
:
• N/A
Skills and Pro
fi
ciencies
:
• Spanish speakin
g
• Endorsed by two companie
s
Overall Online Presence
:
• 500+ connections.NBA banner, Below average
headshot.Grade:Average, 75 out of 100

11. BRAND POSITION
For The Hydrafacial Company and Kylie
Cosmetics who need an increase in sales and
social media marketing , I provide the expertise of
being a licensed skincare specialist knowing a lot
on the body’s largest organ and the undying love
of skincare and social media marketing because
of my own personal skincare and health journey.
“PAULI THE SKINCARE GAL”

12. NETWORKING &
MARKETING
Industry Events & Organization
s
• The Martec
h
‣ NOVEMBER 11, 2020 | LIVESTREA
M
• DAM Fest Europe
‣ NOVEMBER 3, 2020 | LIVESTREA
M
• REUTERS Strategic Marketing USA
‣ NOVEMBER 5-6, 2020 | LIVESTREAM
Digital Marketing
• Primary Content: I will create very visually pleasing content
that is romantic and emotion provoking.
• Primary Tools: I will use Instagram, Facebook, Snapchat and
TikTok. I will be posting content daily and in the form of stories
and posts
.
• Website: I will use my portfolio to add more content and to
showcase my work.

13. PROFESSIONAL DEVELOPMENT
Mentor
• I am looking for a mentor that will guide me to my goals
and dreams while connecting me with others to gain
experience. Someone preferably in the skincare digital
marketing industry.
Formal Education
• Full Sail University Digital Marketing B.A
Technical Skills
• SE
O
• Content Marketin
g
• U
X
• Public Speakin
g
Soft Skills
• Bilingua
l
• Microsoft Of
fi
c
e
• Typin
g
• Social Media pro
fi
ciency,

14. PAULINA
GONZÁLEZ-HERES
You know the painfully long days of marketing? Well, what I
do is a
fi
x to all your digital marketing skincare industry woes. In fact, I have
an esthetician license and the secondary education to back me up.
“

16. REFERENCES
11-2011.01 - Green Marketers. (n.d.).
Retrieved March 06, 2021, from https://
www.onetonline.org/link/summary/11-2011.01
11-2022.00 - Sales Managers. (n.d.). Retrieved
March 06, 2021, from https://
www.onetonline.org/link/summary/
11-2022.00
15-1199.10 - Search Marketing Strategists.
(n.d.). Retrieved March 06, 2021,
from https://www.onetonline.org/link/
summary/15-1199.10
Beautiful You Skincare Studio | Skincare,
Waxing, and Lashes in Pueblo Co.
(n.d.). Retrieved March 06, 2021
from https://
www.beautifulyouskincarestudio.com
/
Events DAM Fest Europe. (2020, October 28).
Retrieved March 06, 2021, from
https://
www.henrystewartconferences.com/
events/events-dam-fest-europe
Global Virtual MarTech Summit: Europe
Track. (n.d.). Retrieved March 06,
2021, from https://
www.themartechsummit.com/global-
virtual-europe
Hannah Kim. (n.d.). Retrieved March 06,
2021, from https://
www.linkedin.com/in/hannah-
kim-7986a026/
Lover Brand Archetype - Kaye Putnam |
Psychology Brand Strategy. (2019,
August 19). Retrieved March 06,
2021, from https://
www.kayeputnam.com/brandality-
archetype-lover/
Lucy Graham. (n.d.). Retrieved March 06,
2021, from https://
www.linkedin.com/in/lucy-
graham-753099b7/
Matthew Divaris. (n.d.). Retrieved March 06,
2021, from https://
www.linkedin.com/in/mathew-
divaris/
Royalty Brand Archetype - Kaye Putnam |
Psychology Brand Strategy. (2019,
August 19). Retrieved March 06,
2021, from https://
www.kayeputnam.com/brandality-
archetype-royalty/
Simon @ DMI. (2019, November 15). 7
Essential Skills Every Digital
Marketer Should Know. Retrieved
March 06, 2021, from https://
digitalmarketinginstitute.com/blog/7-
essential-skills-every-digital-
marketer-should-know
Strategic Marketing USA. (n.d.). Retrieved
March 06, 2021, from https://
www.reutersevents.com/events/east/