Paula was born in Mexico and raised in Israel and Mexico. She studied in Mexico City where she got her B.A. in Communications and her first job in the marketing field for a global pharmaceutical company. She later moved to Beiersdorf Mexico working in the marketing department of Nivea Deodorants and Nivea Men with its newly acquired Real Madrid sponsorship.
In 2015 she moved to Israel and participated in the Jewish Agency program Masa working at Haaretz digital English edition. She joined the Armoza team in May 2016.