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
Campaign management
Measurement & Analytics
Lower funnel marketing & optimization (Lifecycle & Performance)
Marketing Strategy
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