about paradox

By your side, ready to say: Bring it on.

meet paradox
A Challenger Agency for Challenger Brands

We know what it’s like to be the underdog.

For 25+ years, our team has earned its place at the retail table; learning, hustling, and pushing through every barrier along the way. Now, we bring that same challenger energy to brands that are ready to scale.

With deep retail insight, brand-building expertise, and a relentless drive to win, Paradox helps ambitious brands stand out, break through, and grow everywhere shoppers are.

25+

years in retail marketing

100+

brands we’ve grown

20+

retailers we support

60%

average conversion rate on media

Our journey

Paradox started as a small team with big retail experience, and bigger ambitions. We saw how hard it was for challenger brands to cut through the noise, and we built an agency designed to change that.

Today, we’re a powerhouse partner with scrappy energy and boardroom credibility, helping brands rise above at Walmart, Target, Amazon, Costco, and beyond. Our mission is simple: give challenger brands the edge they need to compete and win.

Let’s Connect →
Let’s Connect →

Meet theteam

Behind every bold idea is a team that lives and breathes challenger energy.
Meet the people who bring strategy, creativity, and execution together to help brands win.

Allisha Watkins
Owner & CEO

Leads with heart, builds with courage, and turns clarity 
into momentum.

Efrain Baldiris
Growth Manager

A relationship builder with startup speed and creative soul, he makes growth feel human.

Tom Cooper
Creative Director

A disruptor with design in his DNA, Tom turns ideas into experiences that move people.

Shey Bland
Operations Manager

The heartbeat of Paradox - organized, witty, and fueled by equal parts hustle and heart.

Michelle Long
VP, Digital Services

A sharp and empathetic strategist, she turns data into direction and brings digital clarity to the chaos.

Ashley Wright
VP, Account

Where empathy meets action, she grows brands through connection, clarity, and care.

Jillian Ross
Social Media Manager

Trend-savvy and fearless, she turns content into connection and scrolls into stops.

Nicola Bryan
Account Manager

Authentic, intuitive, and full of spark, she connects people and purpose with effortless ease.

Nikole Macias
Sr Account Manager

Fearless and thoughtful, she helps brands rise above the noise with strategy and soul.

Steph Mai
Media Manager

Analytical and adaptable, Steph fuses data and creativity to craft campaigns that truly click.

Rachel Yordan
Marketing Manager

Rooted in story and driven by originality, she shapes content that resonates, inspires, and moves people to act.

McKinley Hughes
Designer

Quietly bold and endlessly refining, she brings clean design and calm precision to the chaos.