Twitter Names Leslie Berland CMO

Former executive Leslie Berland of American Express joins Twitter as its Chief Marketing Officer.

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A new CMO has been announced at Twitter. Leslie Berland has been named the company’s new chief marketing executive.

Hailing from the financial sector, Berland was Executive Vice President, Global Advertising, Marketing & Digital Partnerships at American Express. She brings expertise in working with a global team to create marketplace demand and driving commerce worldwide. Her connection and tie-in to the financial world will likely be instrumental in allowing Twitter to build a bridge with institutions that can benefit from the reach of the microblogging social network.

Berland handled advertising, media, sponsorships, brand identity, content and digital partnerships while at AmEx, allowing the company to forge successful partnerships with companies including Apple, McDonald’s, Uber, TripAdvisor, VeriFone, Samsung, Foursquare, Facebook, Jawbone and Google.

Jack Dorsey announced Berland’s appointment today with this tweet, welcoming Berland to the team:

Berland confirmed the appointment with her own tweet:

Leslie Berland_Twitter CMOBerland said of her appointment, “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.”

Her team couldn’t be more excited. Twitter’s COO Adam Bain tweeted:

The announcement follows a rough weekend for the company, when five confirmed key company executives exited the company. Berland may be in for a rough ride, but her previous experience at AmEx and working in other roles in PR and communications will be instrumental for the company and in the challenges that lie ahead.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Tamar Weinberg
Contributor
Tamar Weinberg is a professional hustler and author of The New Community Rules: Marketing on The Social Web. She blogs about all things tech, productivity, and social media customer success at Techipedia. She can be found on Facebook, Twitter, and LinkedIn, among other sites.

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