Twitter has appointed a new Chief Marketing Officer, Leslie Berland. Twitter’s CEO Jack Dorsey made the announcement through a tweet.
Welcoming @leslieberland to Twitter! She will join as our CMO to help tell the stories of our iconic product!
— Jack (@jack) January 26, 2016
— Leslie Berland (@leslieberland) January 26, 2016
Prior to Twitter, Ms Berland was Executive Vice President, Global Advertising, Marketing & Digital Partnerships at American Express. Ms Berland, who had been with American Express since 2005, led a global team responsible for creating marketplace demand and driving commerce through differentiated and innovative products, marketing and customer experiences globally.
As a member of the company’s Global Management Team, Ms Berland oversaw advertising, media, sponsorships, content, brand identity and digital partnerships for the enterprise. Under Berland’s leadership, American Express forged relationships and created first-ever marketing and digital experiences with a robust set of partners including, but not limited to, Apple, McDonald’s, Uber, TripAdvisor, VeriFone, Twitter, Samsung, Foursquare, Facebook, Jawbone and Google. Ms Berland’s team recently launched Amex Express Checkout, a first-ever payment solution that redefines the online checkout process for consumers and merchant partners. The experiences and marketing her team built are rooted in strategies that drive business objectives – engaging Card Members, prospects and merchants. As a result, American Express is at the forefront of innovation in the financial services, marketing and technology industries.
“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,” said Ms Berland.
During her time at American Express, Ms Berland had also been central to shaping communications strategies and engagement programs supporting corporate-wide initiatives. Most notably, she played a critical role in creating the company’s first social media strategies and presences, and led the social media partnerships and strategy for the first Small Business Saturday.
Prior to American Express, Ms Berland led PR and online communications strategies for global brands on the agency side. Ms Berland received a BS from Boston University’s College of Communications.
This new appointment comes just after a few senior executives Alex Roetter, Skip Schipper, Katie Stanton and Kevin Weil have left Twitter. Mr Dorsey confirmed their departure in a tweet.
Was really hoping to talk to Twitter employees about this later this week, but want to set the record straight now: pic.twitter.com/PcpRyTzOlW
— Jack (@jack) January 25, 2016