Well, that was fast. One day after five executives at Twitter decamped, one of whom was the vice president of global media, Twitter has named American Express Co. executive Leslie Berland as chief marketing officer.
CEO Jack Dorsey tweeted the news Tuesday morning.
Welcoming @leslieberland to Twitter! She will join as our CMO to help tell the stories of our iconic product!— jack (@jack) January 26, 2016
Berland has been with AmEx for ten years, currently as executive vice president of global advertising, marketing and digital partnerships at American Express. She is, per every new executive joining every company everywhere, very excited about the move.
Thanks @Jack! Excited to join you and the amazing teams to bring to life the power, uniqueness and magic of Twitter! https://t.co/cjlVcCtMjs— Leslie Berland (@leslieberland) January 26, 2016
The buy in over Berland's appointment from the remaining executives at Twitter appears to be strong. Twitter Chief Operating Officer Adam Bain noted that she has a lot of experience with Twitter via American Express’ partnership with the company.
Excited @leslieberland is joining as our CMO! Leslie's been a close partner leading Amex-Twitter relationship & is 1 of the 🔥 minds in mktg!— adam bain (@adambain) January 26, 2016
And she is very capable.
Why? Because she understands the platform. I've seen it first hand w/ some incredible work she's imagined for Amex to do on Twitter. And...— adam bain (@adambain) January 26, 2016
For that reason, among others, she was Bain's No. 1 choice for CMO.
In my role, I get to talk to the best and brightest in mktg. So when we originally drafted our dream list of CMOs, @leslieberland was #1.— adam bain (@adambain) January 26, 2016
The news has spread like wildfire on Twitter with the expected results, notes angel investor Adrian Herzkovich.
How to get 1,507 new GENUINE followers in less than 2 hours: "Become Twitter’s CMO” @leslieberland @jack #Twitter pic.twitter.com/VLvWhQS460— Adrian Herzkovich · The Coach (@adrianherz) January 26, 2016
These followers and the ones to surely come should have some interesting tweets to which to look forward, according to Marshall Kirkpatrick on the Little Bird blog
"An analysis of the nearly 500 people Berland has chosen to follow suggests that she is likely to be an innovative thinker with an open mind. A recent five year study performed by scientists at Babson College, the National University of Ireland and the VP of Innovation at EMC, published in the MIT/Sloan Management Review, found a strong correlation between a person having a diverse, loosely connected network of people they follow on Twitter and that person being a strong innovator at work."
Kirkpatrick wrote that Berland's 500 friends fall into three general clusters — media, tech innovators and Am Ex accounts — and have an average of 39 connections between them.
"That means she's got a more diverse network of people that she follows than Marrisa Meyer, Esther Dyson, Uber’s Travis Kalanick and a number of other prominent innovators."