Taylor Cohen
Growth Marketing Strategy Leader
New York,NY
Summary
Performance-driving leader and growth marketer with expertise across paid, earned & owned channels to maximize ROI, drive revenue and subscriptions.
Overview
7
7
years of professional experience
4
4
years of post-secondary education
Work History
Senior Integrated Growth Manager
NBA
, NY
01.2021 - Current
- Introduce Integrated Growth function and lead global direct to consumer marketing initiatives and season go-to-market plan with the goal to drive subscriptions and optimal ROI
- Oversee and manage campaigns and creative development from briefing to channel execution, reporting, and optimization across all growth channels (lifecycle, paid, and owned) and test channels (direct mail, TV)
- Coach associate employees across multiple League Pass growth initiatives to get cross channel campaigns live.
- Lead first ever Black Friday promotion across the organization, generating 2x the forecasted subscribers and revenue
- Grew global subscriber base by 30% in 2022 and 20% in 2021 through omnichannel campaigns
Global Growth Marketing Manager
DISCOVERY COMMUNICATIONS, LLC
New York, United States
09.2019 - 01.2021
- Plan and manage go-to-market product launch campaign for discovery+, which generated 2M subscribers in month 1
- Lead end-to-end campaign management, from strategy to optimization, across key paid and organic channels, including digital, social, search, and CRM
- Managed the revenue forecast and delivery for channels and the core strategies to drive and scale for profitable customer acquisition.
Growth Marketing Manager
HBO
New York, United States
12.2018 - 01.2019
- Manage and execute HBO NOW subscription growth efforts and strategy, including lifecycle marketing, performance marketing, and lead gen tactics leveraging email, push, web, and paid channels
- Generated a 1% improvement in Retention Rate through omnichannel marketing efforts, translating to $20M in incremental gross revenue
- Drove 8% lift in viewership and 9% improvement in churn rate through email marketing
- Help with HBO Max launch strategy by providing a go-to-market recommendation based on historical learnings.
Growth Marketing Coordinator
HBO
New York, United States
01.2017 - 12.2018
- Launched DTC product and created the go-to-market plan, resulting in 5X more trials per year
- Managed cart abandoner email retargeting program resulting in 2.9K incremental trials
- Managed A/B testing programs across app stores and owned and operated channels to ensure properties were fully optimized, resulting in an 11% improvement in conversion rate
- Led the cross-functional transition from a 30-day trial to a 7-day trial, which improved the conversion to paid by 30%.
Digital Media Planner
Horizon Media
New York, United States
09.2015 - 01.2017
- Work across Food Network, HGTV, BBCA, BBC World News accounts and serve as client’s digital point-person – aligning on KPI’s, working through strategy, negotiation, activation, optimization, and budgeting/actualization of campaigns
- Execute digital activities including, but not limited to: paid social, search, influencer programs, display, video, and programmatic to drive direct response and viewership initiatives.
Media Planning Intern
Crispin Porter + Bogusky
Boulder, CO
06.2015 - 08.2015
Google Chromebook Brand Ambassador
Google
Boulder, CO
08.2014 - 10.2014
Sales & Marketing Intern
Esquire Magazine
, NY
05.2013 - 08.2013
Education
Bachelor of Arts - Economics & Business
The University of Colorado At Boulder
08.2011 - 05.2015
Skills
Product Growth
Timeline
Senior Integrated Growth Manager
NBA
01.2021 - Current
Global Growth Marketing Manager
DISCOVERY COMMUNICATIONS, LLC
09.2019 - 01.2021
Growth Marketing Manager
HBO
12.2018 - 01.2019
Growth Marketing Coordinator
HBO
01.2017 - 12.2018
Digital Media Planner
Horizon Media
09.2015 - 01.2017
Media Planning Intern
Crispin Porter + Bogusky
06.2015 - 08.2015
Google Chromebook Brand Ambassador
Google
08.2014 - 10.2014
Sales & Marketing Intern
Esquire Magazine
05.2013 - 08.2013
Bachelor of Arts - Economics & Business
The University of Colorado At Boulder
08.2011 - 05.2015
Similar Profiles
Myles ThomasMyles Thomas
Lead Video Editor at NBALead Video Editor at NBA
Casey PerillaariasCasey Perillaarias
Wardrobe Stylist at NBAWardrobe Stylist at NBA
Dominique DotsonDominique Dotson
Future Basketball Operations Stars Program at NBAFuture Basketball Operations Stars Program at NBA