Julia Cohen

About

Senior Media Strategy Leader with 11+ years of experience driving growth for global brands through data-driven, cross-channel campaigns. Proven track record of managing multi-million dollar budgets and executing high-impact launches across entertainment, travel, and luxury verticals. Adept at combining brand storytelling with performance optimization to deliver results from 6M+ subscriber acquisitions to double-digit lifts in awareness and conversion. Collaborative leader skilled in orchestrating integrated strategies across digital, TV, social, OOH, and influencer to maximize reach and ROI.

Experience

• US Brand Media Lead · GetYourGuide06-01-2023

  - Directed US brand marketing strategy with an $80M budget, deploying full-funnel campaigns that achieved a 10 percentage point lift in brand awareness and reached over 99M users in Q2 2024 alone. - Collaborated with design and analytics teams to optimize media placements, achieving a 33% improvement in cost-per-visit efficiency in Q2 vs. Q1 and enhancing campaign ROI. - Led a cross-functional creative and media planning team that launched platform-specific campaigns with standout executions across TikTok, Meta, and YouTube, delivering up to 2.44% CTR. - Spearheaded targeted awareness and consideration campaigns using high-performing partners like YouTube and TikTok, driving a peak site visit rate of 0.52% and 2.28% CTR respectively. - Applied consumer insight data to realign channel mix, leading to a 2.59%

• Manager, Integrated Media Strategy · Warner Bros. Discovery05-01-2022 – 05-01-2023

  - Led the HBO Max launch campaign, deploying cross-channel media to drive platform awareness and exceeding launch-week subscriber targets. - Orchestrated media strategies for HBO Max Originals, enhancing subscriber growth. - Directed go-to-market media planning for House of the Dragon, aligning creative, analytics, and media teams to deliver the most-watched series premiere in HBO Max history.

• Manager, Growth & Brand Integrated Media · HBO / WarnerMedia02-01-2019 – 05-01-2022

  - Managed full-funnel marketing campaigns for HBO Now, acquiring over 6M subscribers through targeted digital, social, and programmatic paid media. - Designed and executed winback strategies using behavioral targeting and segmentation, driving over 1M reconnects - Led integrated media planning for HBO Max transition, aligning growth and brand messaging ahead of launch to retain and convert HBO Now subscribers. - Directed multi-channel media strategy for HBO flagship brand campaigns, maintaining consistent brand voice across TV, digital, and social.

• Integrated Media Supervisor · Havas Media Group03-01-2018 – 2019

  Primary client lead across LVMH Beauty portfolio, managing strategic alignment with LVMH Corporate and global leadership. • Led development and activation of 80+ annual omnichannel campaigns, delivering against KPIs spanning brand awareness, engagement, and conversions. • Executed integrated media plans across diverse channels including digital, OOH, influencer, and experiential, optimizing for ROI and emerging media innovation. • Oversaw strategy, activation, and performance optimization for all LVMH Beauty accounts while managing a team of three to ensure flawless execution and delivery.

• Integrated Media Planner · Havas Media Group2016-12-01 – 2019-02-01

  LVMH Account: Beauty, Fashion, Dior accounts Clients- Beauty: - Sephora, Benefit, MAKE UP FOR EVER, Bite Beauty, Kat Von D Beauty, Parfums Givenchy, Fresh, Guerlain, Kenzo Fragrances, Ole Henriksen, Marc Jacobs Beauty Clients- Dior (fashion, beauty, timepieces) Clients- Fashion: - Louis Vuttion, Fendi, Marc Jacobs, Celine, Givenchy, Loro Piana, Loewe, Kenzo, Berluti

• Integrated Media Planner · Deutsch2016-06-01 – 2016-12-01

  Integrated Media Planner on PwC, Stadegy&, Patek Philippe. Responsibilities include but not limited to: Yearly upfront planning across Digital, Print, TV, Radio, and Out-of-Home. Media buying and negotiating. Execution and monitoring all campaigns (digital and print). Data strategy for Patek Philippe.

• Assistant Integrated Media Planner · Deutsch2015-06-01 – 2016-06-01

  Sherwin Williams Diversified Brands Division, Patek Philippe, and DirecTV Accounts. Integrated media planning including traditional print, TV, and radio as well as digital and social. Data strategy, campaign reporting, and paid social experience.

• Co-Executive Director · UDance2014-03-01 – 2015-04-01

  I was in charge of running the University of Delaware's largest student run philanthropy, UDance, which raised $1,282,103.30 during my presidency. UDance is a year long effort to raise money and awareness for childhood cancer, cumulating in a 12 hour dance marathon in March. My role as Executive Director includes/ but is not limited to: • Manage an executive board of 163 students to produce the largest student-run philanthropy event on campus • Help fundraise over $850,000 for the B+ Foundation in 2014 to fight childhood cancer • Responsible for coordinating the entire yearlong fundraising efforts • Past PR Director

• Communications Intern · NoHo Hospitality Group2014-06-01 – 2014-08-01

  - Act as assistant to Communications Director - Write/ Edit Press Releases for 5 major restaurants in New York City and Miami Beach - Compile press clips - Create monthly press summaries for all 5 restaurants - Create and Compose Tweets and Instagram Posts for all restaurants - Created Advertisements for the restaurants to appear in magazines and online publications - Assisted in photo shoots and interviews with chefs - Wrote/ updated biographies of company employees to send to press

Education

• University of DelawareBachelor of Arts (B.A.), Sociology- Concentration in Law and Society
• Mamaroneck High School

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