Who we are
Senior marketers. Strategic thinkers. Brilliant operators who get it done.
At Paraiba, we believe the best marketing comes from people who embed themselves in your business, marketers who think like business owners and act like an extension of your team, representing you across everything you do.
Senior marketing leadership
We created Paraìba to give small to medium businesses access to senior marketing leadership and operational momentum, without the overhead or complexity of building it in-house. Whether you’re growing, transforming, or holding down a critical space in your industry, we help you cut through the noise and make marketing make sense.
We bring structure, strategy and momentum, so your marketing finally gets the attention it deserves.
Meet our Founders
Kayla Ellice
Kayla leads with clarity, momentum and commercial smarts. After years of helping IT businesses, industrial suppliers, NFPs and service providers scale, she knows how to balance creativity with business priorities—and how to turn half-formed ideas into real campaigns that move the needle forward. She’s the first to ask, “What does success look like to you?”and the one making sure it happens. Kayla leads many of our Marketing Management as a Service engagements.
Nicolette Baker
Nicolette brings deep strategic thinking, calm confidence, and a sharp eye for messaging that lands. With a background spanning complex heavy industry sectors, she’s often the one helping clients get to the heart of what they really need to say—and how to say it in a way that matters. She’s hands-on with our advisory work, leads many of our strategic planning engagements, and supports clients who need alignment, insight, and clarity before delivery.
Why 'Paraìba'?
We started Paraìba because we kept hearing the same thing from smart, ambitious, under-resourced businesses:
“We know we want to do a better job at marketing, but don’t have the time, the team, or the know how to do it in a way that matters.”
In small to medium businesses, Marketing can often land on a junior resource, or someone that doesn’t have a marketing background. Inexperienced resources need constant direction, or perhaps you’re lost in a sea of freelancers, or juggling multiple agencies. We saw an easier way.
At Paraìba, we give businesses a model that finally makes sense, senior leadership, commercial thinking, dependable execution, all embedded within your team. No fluff. No over-promising and under-delivering. Just real marketing momentum.
We don’t believe in big agency bloat or endless PowerPoints pitches.
We have three marketing principles: get clear, get focused, then get it done.
And we’ve built our business on just that.
What we believe in
Strategy
If it’s not connected to your business goals, we won’t recommend it.
Ideas that deliver
Because ideas are only as good as their execution, most businesses don’t need more ideas, they just need to know which ones will deliver the best results.
Embedded, not external
We embed. We manage. We show up like we’re on payroll, however the beauty is we’re not!
The right time, not all the time
Marketing doesn’t have to be overwhelming. It needs to be done with intention.
Saying the hard things, kindly
We don’t sugarcoat. But we do care, deeply, about doing right by our clients so will always be honest with you.
Paraiba
We named the business after the Paraíba tourmaline—a rare, glowing gemstone known for its clarity, vibrancy, and depth.
That’s what we aim to bring to every project, every partnership, every plan:
Uncommon brilliance. Real business impact.
