Yubo, a social networking app for young people, is a community where young minds can express themselves. The company empowers a new generation to learn about the world and themselves. In 2021, the company hired Geraldine Cohen as head of marketing to spearhead growth strategies.
She launched Beautyst, a social marketplace for beauty, where consumers built a profile, had access to product reviews and pictures and could browse tutorials and educational blog posts. Cohen and her team gathered the biggest community of micro-influencers in the beauty space in Europe and built a marketplace with over 300 brands. Eventually, she sold the company after five years to Feelunique, acquired by Sephora, before joining ba&sh as head of global marketing.
Cohen then transitioned to the senior director of global digital at Fresh . She led the international e-commerce business, direct-to-consumer tech stack, content strategy, performance marketing and social media. Although she grew her leadership skills in the position, Cohen realized she wanted to work back in the startup space.
“It [Yubo] was so driven by this new generation that has a bigger need for connection,” Cohen states. “For Gen Z, the first generation that is fully digital native, it has completely transformed their life. Yubo, if you really look at it, is very representative of that generation because it’s a new way for them to connect with the world; it’s a new way for them to form relationships. And essentially, it’s the new way for them to open up through social media.
As Cohen continues to transition in her career and help expand Yubo, she focuses on the following essential steps:
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