Twitter has recruited American Express veteran Leslie Berland as its new global chief marketing officer, as it looks to shake off another bout of bad press and return its brand to former glories.
Earlier this week, it was announced that four senior executives would be leaving the social platform, while a fifth – head of video service Vine Jason Toff – confirmed he was jumping ship to Google.
Berland, AmEx’s executive vice president for global advertising, marketing and digital partnerships, will now join the company with the aim of restoring consumer perceptions.
She spent a decade at the financial services company – experience which may prove priceless if Twitter is to push into the payments sector. Berland’s background is in public relations, and she spent four years as a senior account executive at Ketchum.
Chief executive Jack Dorsey took to Twitter to confirm the appointment, writing, “Welcoming @leslieberland to Twitter! She will join as our CMO to help tell the stories of our iconic product!”
Welcoming @leslieberland to Twitter! She will join as our CMO to help tell the stories of our iconic product!
— Jack (@jack) January 26, 2016
And chief operating officer Adam Bain claimed that Berland was the company’s top choice in its “dream list of CMOs”.
In my role, I get to talk to the best and brightest in mktg. So when we originally drafted our dream list of CMOs, @leslieberland was #1.
— adam bain (@adambain) January 26, 2016
Berland said in a statement: “Twitter is a service like no other. It has and continues to change the world, shaping how we communicate and connect, how we’re entertained, informed and inspired. It represents everything that’s relevant at each and every moment – to me, there’s nothing more powerful.
“I’m 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.”
— Leslie Berland (@leslieberland) January 26, 2016