After One Year, Lara Cohen Returns to Twitter

She will work with news, sports and entertainment creators

One year ago Thursday, Twitter head of entertainment talent and lifestyle partnerships Lara Cohen announced that she was leaving the social network. Starting next Monday, she’s back, in a new role.

In between Twitter stints, Cohen served as senior vice president of entertainment partnerships and influencer marketing for public-relations firm The OutCast Agency, where she worked with brands including Amazon and Oculus VR, Facebook’s virtual reality arm.

Upon returning to Twitter, she will be the social network’s global partnerships solutions leader, reporting to global head of partnerships Kay Madati, who joined Twitter last September after serving as executive vp of digital media at BET Networks. Prior to BET, Madati was head of entertainment and media on Facebook’s global marketing solutions team. He welcomed Cohen back with this tweet:

Cohen will work with creators across news, sports and entertainment on telling their stories via Twitter and connecting with their audiences, and she told Todd Spangler of Variety, “My goal is: I want Twitter to be the first place creators think about when they have something to put out in the world. I just felt like Twitter is this heartbeat of culture. This role is an exciting, meaty challenge for me.” David Cohen is editor of Adweek's Social Pro Daily.
Publish date: February 21, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT