Ilana Rabinowtiz

Ilana Rabinowtiz
V.P. Marketing, Lion Brand Yarn Company

Website | @Ilana221

Ilana Rabinowitz is the V.P. of Marketing of Lion Brand Yarn Company, a 132 year old brand. She started a website for the company in 1996 that has won several awards including the Webby and receives 2 million monthly visits. Her development of digital marketing initiatives includes an e-newsletter with over 1 million subscribers, a podcast that was awarded the P.R. News Platinum Award for best podcast/videocast in 2008, a corporate blog recognized as best blog by PR News in 2009, and a Forrester Award. A Facebook fan page, launched in June, 2009, has over 105,000 “likes”.


Focus on Community
Location: 2009 Level:
Christy Canida (, Ilana Rabinowtiz (Lion Brand Yarn Company)
Average rating: ***..
(3.25, 4 ratings)
Brands want to engage with their end users, but often see these communications as fraught with peril. How can brands have genuine, meaningful contact with their users? How do they decide which online communities to target? Can (or should) brands dictate the terms of the conversation? How can brands present their message to stand out from a sea of user-generated content? Read more.
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