Twitter\u2019s CEO Jack Dorsey today\u00a0announced a new CMO for the company \u2014\u00a0Leslie Berland, who joins from American Express. The confirmation comes two days after her name first came up in connection with\u00a0the role, amid a number of other big executive changes at the company.<\/p>\n
Matching some of the current internal turmoil at the company, Twitter has been having a lot of problems in the public markets, with its stock trading at one of its lowest points in 52 weeks (it hit its 52-week low last week after some\u00a0system outages). Its\u00a0share price\u00a0is still settling on the news:\u00a0at one point in pre-market trading it was up over 2% to $17.40. But\u00a0it seemed to be short-lived. As of our latest check,\u00a0it has dropped a couple of percentage points again\u00a0to below $17.<\/p>\n
Berland herself also confirmed the news \u2014 on Twitter of course \u2014 and Twitter has provided us with the following statement from her:<\/p>\n
\u201cTwitter is a service like no other. It has and continues to change the world, shaping how we communicate and connect, how we\u2019re entertained, informed and inspired. It represents everything that\u2019s relevant at each and every moment \u2013 to me, there\u2019s nothing more powerful. I\u2019m thrilled to have the opportunity to work with Jack and the Twitter teams to bring the magic of Twitter to life, broaden its reach, and deepen its impact as the company enters this incredibly exciting new chapter.\u201d<\/em><\/p><\/blockquote>\n
Before Berland\u2019s appointment, the marketing was\u00a0being managed by the company\u2019s CFO, Anthony Noto.<\/p>\n
Berland most recently had been EVP,\u00a0Global Advertising, Marketing and Digital Partnerships at AmEx, which she first joined in 2005. Part of her role was to build bridges between the old school\u00a0financial services company and Silicon Valley, such as in this deal with Stripe\u00a0to power a new\u00a0digital wallet.<\/p>\n
Her experience at AmEx is an interesting addition to Twitter. She brings inroads and connections into the\u00a0financial space, which could possibly give some much-needed oxygen to Twitter\u2019s own ambitions in\u00a0payments (an area that seemed like a big interest for the company but has not really gone anywhere very fast).<\/p>\n
She also comes with a network of marketing heads at big businesses and brands by virtue of AmEx\u2019s\u00a0many connections through to those businesses for payment\u00a0services. While one obvious area where this could be leveraged is in advertising and building new kinds of services and experiences for different brands to interface with Twitter\u2019s audience, it\u2019s also interesting to ponder how and if this could be built up for Twitter\u2019s other ambitions to do more in B2B services.<\/p>\n
Berland is joining Twitter at a critical time for the company. The social media platform has weathered\u00a0a lot of criticism over its bigger business strategy \u2014 criticism that comes amid stagnating growth at the company and question marks over whether its platform is capable of the kind of mass-market appeal achieved by the likes of Facebook.<\/p>\n
Twitter has some 300 million users today, so it\u2019s not exactly a minnow. But as it tries to grow its advertising-based business, brands and others will demand bigger audiences and more engagement from those who do use it. So the question now is whether Twitter will be able to deliver.<\/p>\n
The CMO\u2019s role in helping to shape Twitter\u2019s response to this challenge \u2014 both by partnering with others for new initiatives but also in coming up with the best way to present Twitter to the world \u2014 will be crucial, and quite possibly thankless.<\/p>\n
–<\/p>\n
Source: TechCrunch<\/p>\n","protected":false},"excerpt":{"rendered":"
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