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Jorge Cosano has been named Chief Strategy & Innovation Officer for American Media, Inc., a media empire specializing in fitness and celebrity brands that boasts print circulation of 7.1 million copies and 45 million unique digital users monthly.

Cosano joins from L’Oreal, where he worked since 2006, leading the Incubator for New Businesses and developing L’Oreal corporate strategy for Men’s Grooming since 2010.

Jorge Cosamo

Jorge Cosamo

“Media is to me one of the most interesting spaces in terms of innovation, how new technology and media is becoming technology is allowing it to become disruptive and helping media connect brands to the market and consumers in unique and interactive ways,” said Cosano. “American Media has been a pioneer in integrated advertising targeting premium audiences in areas that have high engagement such as as fitness or celebrities for the past few years, so as one of the first movers in that space, we’re going to push that even farther.”

In his new role, Cosano’s primary duty will be to identify and develop new growth opportunities for the company, reporting directly to AMI CEO David Pecker. He will be building strategic partnerships, leveraging technology startups and managing new ventures and revenues models.

The executive’s canvas will be worldwide, with a mandate to leverage AMI brands in international markets and to bring leading international brands to the U.S. Cosano points out that his areas of interest are not limited to pure media plays, but also e-commerce and other areas.

Cosano believes AMI’s leadership positioning across multiple platforms makes it well-placed for growth. The company’s monthly reach with brands including Shape, Men’s Fitness, Radar Online and OK! Magazine translates to more than 315 million monthly page views. Total print reach is estimated at upward of 130 million readers per month. The numbers are even greater when taking account platforms like social and TV.

The company’s 7.1 million monthly circulation for brands including Shape, Men’s Fitness, Star and OK! translates to reach of 60 million readers per month, it’s 31-plus million digital uniques generating 231 million page views monthly.

“Print alone these days doesn’t make much sense, but it’s very powerful platform if combined with a strong digital presence. Consumers tend to trust more if a brand has a strong print and digital presence. It really says something about the brand.”

Sampling of AMI, Inc. products.

American Media, Inc. is a content powerhouse with dozens of health, celebrity and special interest titles.

At L’Oreal, Cosano identified and led the acquisition of the company’s first prestige lifestyle grooming brand for men, Baxter of California, running the integration as brand manager its first months under L’Oreal in 2013.

Earlier in his career at L’Oreal, Cosano served as Director of Global Marketing for the Kiehl’s brand. From 2007 to 2010 he worked for L’Oreal Luxe, based in Paris as a Brand Manager, Travel Retail, for Giorgio Armani Beauty (Middle East and Africa), relocating to New York in 2008 as Director of U.S. Marketing for Ralph Lauren Fragrances.

“I specifically asked for the Ralph Lauren account, because I like challenges, and I wanted to learn how to turn around a business taking an innovative approach to reinvent the business model,” Cosano said, explaining that when he took over brand revenues had declined to about half what they’d been at the high point. Determining the product line to be fragmented, he decided to focus on three core brands under the Polo franchise. Working along L’Oreal senior executives he launched the concept of marketing under the single umbrella “World Of Polo,” he was instrumental in featuring international polo heartthrob Nacho Figueras as the face of the brand. He designed and led the brand strategy for launching the new, youth-focused Ralph Lauren Big Pony Collection, and had the cumulative effect of boosting the brand back into the top 3 in the U.S. market and get the brand back into double-digit sales growth .

Jorge Cosano and Pharrell Williams

Jorge Cosano, left, does some celebrity branding with singer and fashion designer Pharrell.

Prior to joining L’Oreal, Cosano was a consultant at McKinsey & Company, based in Madrid, and served as Strategy and Business Development Manager for the Interactive Marketing Group at AOL in Madrid and London. He began his career in 1998 at IBM, leading one of the first mobile and e-commerce initiatives as a first-mover.

Cosano has a Bachelors of Science in Engineering and a Master of Science in Environmental Engineering from the University of Córdoba, where he graduated Magna Cum Laude. He studied at the University of Dublin and received an MBA in Multinational Management & Finance from the Wharton School at the University of Pennsylvania. In 2013 he was honored for leadership with a Brand Innovators 40 Under 40 award that distinguish the most innovative, forward thinking corporate brand executives and innovators in the US.

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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