Twitter looks to broaden appeal with marketing hires

Twitter has bolstered its senior marketing team as the social network looks to broaden its audience to more mainstream users and develop more custom ad partnerships with brands.

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Joel Lunenfeld, former CEO of ad agency Moxie, has been hired as director of global brand strategy, while Pam Kramer has been drafted in from online stock trading platform E*TRADE as vice president of consumer marketing.

The site says the appointment of Kramer has been made to help Twitter reach a more mainstream audience and grow to have broader base of users.

Lunenfeld has been brought in, the company adds, to capitalise on his background in creative agencies and help develop custom ads.
He will also be tasked with forging partnerships with companies so that it is able to deliver more bespoke projects for brands.

Twitter is increasingly being used as an advertising channel for brands using promoted Tweets. The site’s advertising revenue is forecast to triple to $150m this year, according to a report by EMarketer.

The new hires follow a round of changes within the management team at Twitter. In June Twitter co-founder Biz Stone announced he was stepping away from the company to start a new project with the site’s former CEO Evan Williams.

Co-founder Jack Dorsey returned to Twitter in March to focus on product development.

Twitter is also currently expanding into Europe and appointed its first UK head, Tony Wang, who moved form Twitter in the US to lead UK operations.

In an additional move, Twitter has refreshed its standalone search engine to bring its branding and functionality in-line with the main site.

The separate Twitter Search site works in a similar way to the search engine within Twitter available to logged-in users, with images and videos now appearing alongside tweets.

This story first appeared on New Media Age. For more digital stories and analysis’ from NMA click here now

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