Lawrence M Cohen

Larry Cohen is an innovative academic and practitioner who has spent over two decades at the forefront of marketing data, analytics, and Artificial Intelligence. As the Principal of Copper Sparrow, a Salesforce Implementation Partner, he currently leads a high-impact AI and marketing analytics consultancy for several well known Fortune 500 global organizations. His professional journey is defined by a proven ability to transform complex technical landscapes into measurable business value, a skill he now uses to shape the next generation of digital leaders.

Larry’s career is marked by senior-level leadership roles at some of the world’s most recognized agencies and brands.  As EVP of Data Strategy at Decision Foundry, he scaled the consultancy's valuation by 7x, establishing it as a premier partner for Salesforce Marketing Cloud Intelligence. Prior to that, as SVP Group Partner of Analytics at IPG Mediabrands, he managed a global team of 22 analysts and pioneered an NLP analytics platform that leveraged AI to drive dozens of consulting projects. His deep industry roots also include significant leadership tenures at Publicis Epsilon, Getty Images, and Marriott Hotels & Resorts, where his strategic models generated tens of millions in incremental revenue.

A dedicated practitioner-educator at NYU SPS, Larry has previously served as an Adjunct Professor at CUNY Baruch College, Colorado School of Mines, Brandeis University and Yeshiva University. He specializes in developing and delivering advanced curricula in AI Marketing, Marketing Analytics, Strategic Implementation of AI, AI for Business, Data Mining, Business Analytics and Digital Transformation of Marketing. Larry takes a personalized approach to pedagogy, often adapting technical lessons to reflect the diverse cultural backgrounds of his students, such as redesigning standard textbook examples through use of cultural zeitgeist adaptations.

Beyond the classroom, Larry is a recognized thought leader who frequently contributes to the broader industry dialogue through webinars and publications for the Interactive Advertising Bureau (IAB), Salesforce, Forrester, eMarketer, and the American Marketing Association. He also serves as a resource for his academic colleagues, helping them navigate the challenges of AI integration and academic integrity in the modern classroom.

Larry holds a Bachelor of Science in Business Administration and Finance from Carnegie Mellon University and an MBA from the Zicklin School of Business at Baruch College. Whether he is architecting "Agentic Analytics" for advertising agency clients or mentoring students in Marketing AI, Larry remains committed to a future where data-driven insights and inclusive education go hand-in-hand.