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Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\nLara Cohen is SVP of marketing, partnerships, and business development at Linktree. She has also held senior roles at Twitter and at The OutCast Agency.<\/p>\n
How would you describe your job to someone who doesn\u2019t work in marketing? <\/strong>My job is to bring the products I\u2019m working on to life in a relatable, human way. My preferred technique of doing that is to highlight the way people are using the product in cool and interesting ways, because when people use the product well, it tells a great story for the company. For example, like so many people, I spend way too many hours on my For You page, and I\u2019ve become obsessed with how creators are reinventing how they shop. A big part of the work I\u2019m doing at Linktree is showing how creators are reinventing the retail experience and becoming the storefronts of the future.<\/p>\nFavorite project you\u2019ve worked on? <\/strong>I have a lot of favorites. At Linktree, it\u2019s been orchestrating our partnership with Vote.org for National Voter Registration Day in the US, where we got over 100 Linkers of all sizes and scale from Stephen Curry to Maggie Rogers to Hank Green to hand over their most valuable real estate on the internet\u2014their link-in-bio\u2014to mobilize their fans to register to vote.<\/p>\nAt Twitter, I was proud of the \u201cTweet It Into Existence\u201d campaign, where we flipped the notion that Twitter was only about negativity and highlighted how a bunch of top-tier creators had manifested their dreams earlier in tweets. The campaign did a great job reimagining what Twitter truly was\u2014a place where people put their ambitions out into the world and called their shots.<\/p>\n
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Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
What\u2019s your favorite ad campaign? <\/strong>It\u2019s hard to beat Nike. They do a best-in-class job in storytelling via the creators they work with. I loved their \u201cDRIBBLE &_____\u201d campaign featuring LeBron James in response to criticism suggesting that athletes should “shut up and dribble” to show athletes can be much more than just athletes.<\/p>\nOne thing we can\u2019t guess from your LinkedIn profile:<\/strong> I came up with the term Bennifer. I was a baby reporter at US Weekly, covering Ben Affleck and Jennifer Lopez the first time around. I said it in a meeting, and it stuck.<\/p>\nWhat marketing trend are you most optimistic about? Least?<\/strong> I believe we\u2019re just seeing the beginning of creators being the new engine for marketing. The authenticity that creator content brings to an endorsement of a product really hasn\u2019t expanded yet beyond fashion and beauty; there\u2019s a whole world where creator marketing will change the way we look at travel options, home design, and so many other retail areas.<\/p>\nAs for least optimistic, huge celebrity endorsements are over. The bang for the buck that a brand can get from smaller creators doing recommendations with authenticity has so much more value than writing a huge check to a celebrity to do a commercial.<\/p>\n
What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend?<\/strong> I love to see what my former boss Leslie Berland, who\u2019s now CMO of Verizon, is doing. She was very early to understanding the power of creators and storytelling, and it\u2019s fun to watch her do it on a big scale at Verizon.<\/p>\n<\/div>\nRead the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here. Lara Cohen is SVP of marketing, partnerships, and business development at Linktree. She has also held senior roles at Twitter and at The OutCast Agency. How would you describe your job to someone who doesn\u2019t […]<\/p>\n","protected":false},"author":1,"featured_media":21689,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21688","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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