Twitter Inc. (NYSE: TWTR) appointed Leslie Berland, former American Express executive, as chief marketing officer and hoping she can promote user numbers of the social media services. Leslie Berland’s important mission is to help people prefer to use Twitter.
The company has found itself in a growth rut in the latest year, enduring strategy pivots and dramatic management changes that led to Jack Dorsey’s return as permanent CEO in the fall.
Last week, Twitters announced that leads of engineering, product, media, and human resources Alex Roetter, Kevin Weil, Katie Stanton, and Brian "Skip" Schipper are all departing voluntarily.
"All four will be taking some well-deserved time off," Jack Dorsey said. "I'm personally grateful to each of them for everything they've contributed to Twitter and our purpose in the world. They are phenomenal people."
Leslie Berland’s joining ends the period of search for someone to take on responsibilities that have ping-ponged around Twitter. During the last year, marketing has been operated by Gabriel Stricker, former head of communications; Kevin Weil, the departing senior vice president of product; and latest Anthony Noto, Twitter’s chief finance officer. Under Anthony Noto, the marketing team launched a series of TV commercials during baseball’s World Series that were met with mixed reception.
Leslie Berland, 37 years old, reports to Jack Dorsey and is charge with marketing Twitter to people who use the product as well as those who interested in buying advertisings on the service.