Twitter hires a CMO to ‘tell stories about iconic product’

Twitter has hired former American Express marketer Leslie Berland as its first CMO as the social media site looks to boost user growth by better telling the story behind its product and why people should be using it.

Berland will take on responsibility for the company’s global consumer, product and sales marketing. She will report directly into CEO Jack Dorsey.

Prior to Twitter, Berland was EVP of global advertising, marketing and digital partnerships at American Express. She had been with the brand since 2005 and been in pivotal to its moves to broaden its marketing relationships with other brands including Apple, McDonald’s, Uber and Samsung.

Prior to American Express, Berland led PR and online comms for global brands on the agency side.

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