Ep. 134: Lara Cohen | Marketing Exec, Linktree Lara leads all things marketing, partnerships, business development and communications at Linktree, a platform that allows creators to build personalized landing pages with multiple links to all of their content. Before joining Linktree, Lara spent a decade at Twitter (now known as X), where she served as Global VP of Partners & Marketing. In her early days at Twitter, she was the Head of Entertainment and Lifestyle Partnerships, where she shaped and redefined Twitter’s narrative for talent and entertainment partners. One of her standout achievements in this role was spearheading the iconic activation of Ellen DeGeneres’ selfie at the 2014 Oscars. She earned her bachelor’s degree in Political Science from the University of Rochester and began her career as Editorial Director at Us Weekly back when it was owned by Wenner Media. 🎧Apple Podcasts: https://apple.co/4de3kAj 🎧Spotify: https://spoti.fi/3zkhDW5 sheleadspod.com
Lara Cohen has been at the forefront of every major shift in entertainment media. Now, she's leading marketing, bizdev, and partnerships at Linktree. First, entertainment journalists were the gap between celebrities and the public. She noticed this bridge slowly start to break once Twitter came up – enabling celebrities to voice their thoughts, experiences, and build community directly from their phone. It was infathomable that a fan could get a direct reply from a celebrity until Twitter. Lara jumped at that opportunity as she transitioned from Editorial Director at Us Weekly to Head of Entertainment at Twitter. Next shift: creator economy, influencers. Anyone can be an influencer. This new wave led her to join Linktree: a platform that allows creators to build personalized landing pages with multiple links to all of their content. In my latest She Leads with Carly, we talk about Lara's overall journey with key topics: 1️⃣ The value (and challenges) of being non-technical in a technical company 2️⃣ The power of storytelling in marketing 3️⃣ What makes a great campaign? Including: 🤳 The ingenuity behind the famous Ellen Degeneres selfie at the 2014 Oscars back when Twitter had limited resources competing with Facebook 📨 Lara is also the powerhouse behind Linktree's massive Voter Registration campaign, with celebrities including Olivia Rodrigo, Steph Curry and Kerry Washington behind the charge! More details about the campaign (+ the link to the full episode) are in the comments below!