Here’s some positive executive news coming out of Twitter: It has found its new chief marketing officer.
Twitter has appointed longtime American Express executive Leslie Berland to CMO, a candidate Re/code reported Sunday night was at the top of the company’s wish list.
Berland was most recently executive VP of global advertising, marketing and digital partnerships at the financial giant, and will now be tasked with building Twitter’s brand.
That won’t be easy. Twitter’s product is well-known globally, with more than 300 million users and tons of media and brand partnerships. But it has struggled to attract new users and convince those who have tried and abandoned Twitter to give it another chance. That’s one of the reasons it launched a major marketing campaign around its new multimedia feature, Moments, last fall. Berland will take over those reins from CFO Anthony Noto, who has been handling marketing in an interim fashion for the past eight months.
Berland’s hire comes two days after Twitter announced the departure of four VPs on its executive team. Among that group were VP of Media Katie Stanton, VP of Product Kevin Weil and VP of Engineering Alex Roetter. Filling the CMO hole was thought to be one of the last pieces to Twitter’s executive puzzle, but now there are a whole lot more vacancies to be filled.