Twitter has a new CMO, maybe she can attract the new users they're missing

By dkpope
Jan 26, 2016
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  1. Just two days after four VPs left Twitter, the company has hired a new chief marketing officer. Recode reports that it’s American Express executive Leslie Berland who got the job, and it’s not a huge surprise – she was a frontrunner for the position. As is fitting, the news came from CEO Jack Dorsey in a tweet:

    Before joining Twitter, Berland was VP of global advertising, marketing and digital partnerships at American Express. Now she has to build Twitter’s brand which sounds terrifying to this writer. Twitter is widely used and known, but it has issues. Namely, Recode points out, it has problems attracting new users and getting people who’ve tried it and hated it to try again. Remember when Twitter launched Moments last fall, as a way of attracting new users? That alone didn’t solve much. And now it’s Berland’s turn to try something new.

    To say that 2015 was a tumultuous year at Twitter would be putting it mildly. From changes in leadership when Jack Dorsey became CEO (after serving as the interim chief) and tumbling share prices, to smaller changes such as removing the direct message character count, Twitter just couldn't seem to get it together. There were many times when Twitter probably just wanted to hide in bed under the covers and eat ice cream. This year is still fresh and maybe Berland is the person Twitter needs to get some positive momentum going. Maybe now she'll add a Twitter header photo. We'll see.

    Permalink to story.

  2. Skidmarksdeluxe

    Skidmarksdeluxe TS Evangelist Posts: 6,341   +1,939

    Meh. Judging from her profile pic, she's not much to look at but I may be wrong. I don't see how one bird can compensate for all the execs that have thrown in the towel.
    Anyway Twitters fate doesn't bother me in the least, it's just another social networking site in a galaxy of others as far as I'm concerned.
    stewi0001 likes this.
  3. stewi0001

    stewi0001 TS Evangelist Posts: 1,142   +483

    It's funny how she's not even verified :p

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