Sharon Cohen, Executive Vice President of Marketing at Nickelodeon, New Jersey Native, Wharton Graduate, and Fan of Marketing R&D   

Sharon Cohen is an Executive Vice President of Marketing at Nickelodeon, the company that makes childhoods fun and educational for kids, and life easier for parents, knowing that their programming provides wholesome entertainment for their little ones.  She is a New Jersey-ite and a lover of New York City, saying that being able to step out into the hubbub of Times Square, where her office is located, is “a constant source of ideas and inspiration” – a daily exhilarating boon, of course, for someone in the field of marketing.

Cohen is in fact a big proponent of the minutiae of marketing, saying that “research is our secret weapon,” and noting that Nickelodeon continuously asks its audience “what they like and what they want.“  She says also that while there are no typical days at Nickelodeon, there is one common factor to her work routine: many meetings, which she notes fondly “have lots of discussion and communication – and we also laugh a lot.”  She arrived at her present role after attending the renowned Wharton School of Business at the University of Pennsylvania, although her very first job — a stint that she notes emphatically she  “loved” — was at Esprit, the long-running clothing company that provides a hip shopping experience for fashionistas.

Despite that, she says her present job is her favorite one of all time, and fortifies herself for its daily duties with chia-seeded yogurt, as well as rejuvenating downtime with her family, involving casual dinners and fun movies.  She still gets up at 6 a.m., however, checks email last thing before lights out – and has one piece of major advice for professionals, believing strongly in the idea of workplace collaboration, noting that you should always “try to see ideas and opportunities across an organization.”

What does a day in your shoes typically look like?
There is never a typical day at Nickelodeon. That is what I love about it.  However, if I had to describe one, it would involve attending numerous meetings. At Nickelodeon we have lots of discussion and communication!  We also laugh a lot! 

What are the first three things you do when you wake up in the morning and the last three things you do before you go to bed?
Mornings are hectic…I typically get up around 6 a.m. so I can check my email and then get everyone fed, out the door and to school on time.  And, I’m usually the first one into the office.  Which gives me an opportunity to get organized before the day starts.
Evenings are spent helping with homework, going through the mail.  I like to unwind with mindless TV or a good fiction novel before I go to sleep. And I usually check email one last time before I turn off the light.

What is your breakfast of choice?
Iced coffee and yogurt.  In an effort to be healthier, I recently began adding chia seeds to my yogurt, though my kids make fun of me and ask me why I add “potting soil” to my breakfast!

What keeps you energized and motivated at work?
There is no such thing as a typical day at Nickelodeon, every day is different. I work with super-smart and creative people who continuously put forth new ideas.

What is the favorite part of your job?
I enjoy seeing kids and families engaging with the Nickelodeon brand.  There is nothing like seeing your consumers interact with the brand first hand.  Our live shows and events, like the Kids Choice Awards, Kids Choice Sports and more recently our Sports Marketing activations, are great places to witness how our characters and IP are resonating with the audience.  Bringing Nick to life in person is, by far, the most exciting part of the job!

What and who inspires your work?
Living and working in New York City is a constant source of ideas and inspiration.   Just walking out of our offices in Times Square, one is inundated with a multitude of people, cultures, sights and sounds.   I love taking photos of things that intrigue me to see how they can inform new projects.

How do you differentiate yourself from your competitors?
In all my years at Nickelodeon, our philosophy has remained constant – “we put Kids First.”  We successfully do this by connect kids to their world through entertainment; every day we strive to create surprising and playful entertainment experiences everywhere kids and families are – on TV, digital, mobile and on the ground.

Our biggest differentiator is having a deep understanding of our audience.  We don’t create stuff we think kids and families will like – we actually ask them what they like and what they want….constantly.  Research is our secret weapon.

What was your very first job?
In High School, I worked at the ESPRIT clothing store in the mall by my house.  I loved it. I was hired before the store even opened and found the whole process — opening the store, stocking it with merchandise and then seeing the customers’ responses — really interesting.  I would race to work after school every day my senior year and throughout the summer before my freshman year of college.

Favorite job you’ve ever had?
THIS ONE! 

Three questions you like to ask during an interview to know if the candidate (or job) is the right fit?
I always ask “What is your favorite show on Nickelodeon?”  Preparation for any meeting is critical.  I don’t care what the answer is, it is just important that they have one.  If they don’t, I wouldn’t be confident that they would be prepared for an important meeting in the future.

I also ask for the person to describe a recent project.  In our roles, clear communication is vital. I’m looking to see if the person can succinctly answer – get across his/her key points – without getting bogged down in the details.

Lastly, I like to ask candidates what they do in their free time.  It is important that the team has diversity of thought and experience.  I want people to bring their whole selves to work, which includes their interests and passions.

What are the most important qualities of a good leader?

• • • Giving clear direction/defining expectations.
    • Clearing obstacles so the team can be creative and do their jobs.
    • Creating opportunities/channels so that good ideas and creativity from all levels can bubble up and be heard.

What is your favorite leisure activity after a stressful work week?
After a long week, I enjoy hanging at home with my family.  We watch movies together, go out for casual dinners.  With two boys, I also spend a lot of time watching their sporting events!

What advantages do you see as a woman in the workplace?
In my experience, women tend to be excellent multi-taskers.  Everyone works on many projects simultaneously so being able to juggle multiple things at once is crucial.

What advice would you give women starting their career?
Don’t “stay in your lane.”  It is easy to sit back and say “that’s not my job,” but the people who get ahead are those who see ideas and opportunities across an organization.  That’s not to say you should step on people’s toes to get ahead; rather share your ideas and be collaborative.