Paula graduated in Marketing and Market Research from the University of Málaga with a Master's in Digital Marketing. Her professional career began in 2019 in social media at Take Away, later moving to Aplus Gastromarketing where she managed brands such as Grupo Emperador and Grupo Heineken. In 2021, she joined the Shackleton team where she has worked for brands such as Skechers, Aena, First Stop, Alpla, and CeJuego, until her incorporation at Ernest.