Twitter confirms American Express exec Leslie Berland as CMO

"Most recently executive vice-president of global advertising, marketing and digital partnerships at American Express, Berland now has the tough task of helping the troubled social network galvanise user growth, which slowed to a crawl in the last six months of 2015. In the third quarter of the year alone, Twitter reported a loss of $132m on $569m in revenue, falling short of analysts' expectations and only managed to attract four million users from the previous quarter to bring its active count up to 320 million."

"At the time, Noto said Twitter was looking to launch an integrated marketing campaign to help tackle the problem "before the end of 2015," but the promised "deep dive" into the issues holding back Twitter's expansion appears to have taken much longer than expected. Commenting on her appointment, Berland said she wants "to bring to life the power, uniqueness and magic of Twitter.""

"Berland will take over the running of the social network's marketing department from chief financial officer Anthony Noto, who has been overseeing marketing on an interim basis since mid-2015. Her appointment follows a string of high profile departures from Twitter's board which were announced on Sunday (24 January), including that of Katie Jacobs Stanton, the platform's head of global media who said she had decided to resign to spend more time with her family."

Leslie Berland joins Twitter as chief marketing officer after serving as executive vice-president of global advertising, marketing and digital partnerships at American Express. She will be responsible for galvanising user growth after expansion slowed in late 2015. Twitter reported a $132m loss on $569m revenue in Q3 and added only four million users that quarter, bringing active users to 320 million. Berland will replace interim marketing oversight by CFO Anthony Noto. Several high-profile departures preceded the hire, and the company aims to convert 95% brand awareness into actual users through integrated marketing efforts. Berland stated a desire to highlight Twitter's power, uniqueness and magic.

Read at The Drum