Twitter Inc.named Leslie Berland chief marketing officer as it undergoes a major overhaul of its top ranks in an effort to reboot growth.
Berland was previously senior vice president of digital partnerships at American Express Co. where she spent the past four years on an ad campaign that included a heavy presence on Facebook, Twitter and Apple’s iAd mobile platform. American Express, based in New York, ranked 25th in Interbrand’s Best Global Brands 2015 report.
“She will help tell the stories of our iconic product,” Twitter Chief Executive Officer Jack Dorsey said in a tweet.
The appointment came after the social media company lost four members of its executive leadership team over the weekend, including its product and engineering chiefs. Dorsey, 39, is reshaping Twitter after the company’s stock fell 35 percent last year amid concerns the company is no longer able to attract droves of new users. The company is also expected to name two new board members this week, according to people familiar with Twitter’s plans.
Twitter rose 1.5 percent to $17.28 in early trading in New York. The San Francisco-based company is scheduled to report quarterly earnings on Feb. 10.
Dorsey’s plan for getting Twitter out of a growth slump depends on enhancing the product, making it easier for people to use and less intimidating for newcomers to the social-media service known for its 140-character limit. The company has made several changes, including adding a Moments section to compile the best tweets about breaking news events on the site.