Esther Cohen
Summary
Experienced media and marketing strategist specializing in editorial, podcast, newsletter and event marketing. Proven success in managing partnerships, consumer revenue and editorial growth for The Verge. Skilled in optimizing audio, video and website content and crafting impactful promotional creative strategies.
Overview
12
12
years of professional experience
Work History
Associate Director of Audience Development
The Verge, Vox Media
02.2022 - Current
- Manage the team of social media managers and oversee marketing and social content initiatives, including social programming, content plans, copy, social assets, and messaging
- Oversee Verge podcast promotion, working with the podcast team from conception to production to regular distribution, strategy, and performance tracking for Vergecast, Decoder, and all Verge audio shows
- Liaise between editorial and communications teams to ensure full 360-degree marketing for all of The Verge's messaging, content, initiatives, and talent
- Manage partnerships and lead marketing efforts for Verge events, crafting and overseeing execution of marketing plans for Hot Pod Summit, On The Verge, and other in-person and virtual events
- Designed, implemented, and now oversee The Verge's newsletter program, which includes two paid newsletters Hot Pod and Command Line, working with editorial and product stakeholders to launch properties, grow new and existing lists, and set strategy
- Head Consumer Revenue taskforce establishing current offerings and exploring future initiatives for The Verge
- Lead marketing and promotion for sold sponsorship site packages and audio and video series, working with cross-departmental teams such as Vox Creative, Network Development, Sales, and Revenue
- Oversee The Verge's community management team, fostering an engaged and healthy community on and off-platform, and working closely with product to develop Coral offerings
- Oversee website content distribution, working with editors on homepage placement, SEO optimization developing site taxonomy, on all written, video and audio content
- Work with the analytics team to build, implement, and track all traffic and engagement and set newsroom strategy
- Manage promotion for features, working closely with project manager, editors, and creative director to plan, package, and distribute bigger-impact stories, sponsored content, and special issues.
Audience Manager
The Verge, Vox Media
03.2021 - 01.2022
- Lead social media content initiatives, including channel prioritization, content plans, copy, social assets, and messaging
- Oversee team that manages all social media accounts (Facebook, Twitter, Instagram, LinkedIn, and TikTok) for The Verge
- Own website content distribution, working with editors on homepage placement, SEO optimization, and site taxonomy
- Oversee live event coverage plans for Apple events, Google IO, CES, Black Friday, including optimization, distribution, and post-mortem analysis
- Run The Verge's newsletter program, working with stakeholders to launch properties, grow new and existing lists
- Project-manage features process, working closely with editors, copy editors, and creative director to plan, package, and distribute bigger-impact stories, sponsored content and special issues
- Oversee Verge podcast promotion, working with the podcast team from conception to production to regular distribution, strategy, and performance tracking for all Verge shows
- Lead marketing for Verge live events, virtual and in-person events
- Work with analytics team to build, implement, and track all traffic and engagement and make strategy decisions
Social Media Manager
The Verge, Vox Media
06.2018 - 03.2021
- Manage all social media accounts such as Facebook, Twitter, Instagram, LinkedIn for the The Verge, Verge Science and Circuit Breaker
- Lead social media content planning initiatives, including social channel prioritization, content plans, copy, social assets, and messaging
- Perform search engine and social optimization on all content produced by editorial news team working closely with writers
- Craft and coordinate live event coverage plans for including Apple Events, WWDC, Google IO, CES, Black Friday
- Liaise with analytics team to build, implement and track all traffic and engagement on a daily, monthly, and quarterly basis and make strategy decisions
- Own Verge podcast promotion, working with the podcast team from conception to production to regular distribution, strategy and performance tracking for all shows
- Plan and execute promotion, distribution and layout on special themed issues, such as AI Week, The Battery Issue, and Game of Thrones: The Final Season
- Work closely with platforms like Flipboard, Twitter, Digg and Apple News to demonstrably grow referrer traffic
US Social Media Editor
The Next Web
10.2015 - 06.2018
- Managed Facebook, Twitter, Instagram, LinkedIn, Snapchat, and Pinterest for the editorial news team
- Owned social strategy for conferences and events covered by the editorial news team
- Oversaw social media coverage during live events, such as TNWUSA, TNWNYC, and TNWEurope conferences
- Used Google Analytics, SocialFlow Reports, Facebook Insights, Parse.ly, YouTube Analytics, and Twitter Analytics Track to measure success and determine future strategies
- Collaborated with video team on video production, selecting content, and writing scripts for social video
- Worked with marketing and sales teams to promote sponsored content and events, and establish sponsorship opportunities.
Senior Social Media Coordinator
Nickelodeon
01.2015 - 10.2015
- Oversaw curation and editing of site content and wrote social copy focusing on optimizing traffic and engagement performance
- Implemented data analytics in strategy decisions in NickMom and Niche Nets teams
- Designed programming plans and scheduling social programming calendars
- Trained brand ambassadors by leading workshops on social content optimization and analytics
- Collaborated with the integrated marketing team to innovate and implement sponsored social programs, which included brainstorming creative with clients, crafting posts, and executing Twitter parties and sweepstakes
Editorial/Social Media Assistant
Nickelodeon
12.2013 - 12.2014
- Curated and edited site content and wrote social copy for Facebook, Twitter, Instagram, and Pinterest focusing on optimizing traffic and engagement performance
- Trained brand ambassadors by leading workshops on social content optimization and analytics
- Collaborated with the integrated marketing team to innovate and implement sponsored social programs
- Served as the voice of NickMom and NickSports by engaging with followers, live-tweeting, posting to Instagram, and coordinating various social media stunts.
Temp. Editorial and Marketing Coordinator
McGraw-Hill Higher Education
05.2012 - 01.2013
- Assisted in the preparation, creation, and development of Connect and LearnSmart (digital learning platforms) products
- Assisted marketing manager in developing digital marketing plans for titles, generated marketing copy for e-campaigns, created strategies, and conducted market development activities such as customer-facing webinars and revision reviews
- Maintained and facilitated communication between product team members, freelancers, and authors to ensure that deadlines were met and plant budgets were maintained.
Education
Bachelor of Arts in English -
Stern College for Women, Yeshiva University
New York, NY05.2012
Skills
- Team Management
- Podcast Promotion
- Editorial Marketing
- Partnership Management
- Newsletter Growth and Marketing
- Consumer Revenue
- Content Creation and Distribution
- Analytics and Strategy
- Event Production and Coverage
- SEO and Social Optimization
Languages
English
Native or Bilingual
Spanish
Native or Bilingual
Timeline
Associate Director of Audience Development
The Verge, Vox Media
02.2022 - Current
Audience Manager
The Verge, Vox Media
03.2021 - 01.2022
Social Media Manager
The Verge, Vox Media
06.2018 - 03.2021
US Social Media Editor
The Next Web
10.2015 - 06.2018
Senior Social Media Coordinator
Nickelodeon
01.2015 - 10.2015
Editorial/Social Media Assistant
Nickelodeon
12.2013 - 12.2014
Temp. Editorial and Marketing Coordinator
McGraw-Hill Higher Education
05.2012 - 01.2013
Bachelor of Arts in English -
Stern College for Women, Yeshiva University
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