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Twitter appoints Leslie Berland as new CMO
TT Correspondent |  |  27 Jan 2016

Twitter has appointed Leslie Berland as chief marketing officer, CEO Jack Dorsey announced in a Tweet. Leslie Berland is Twitter’s Chief Marketing Officer, responsible for the company’s global consumer, product, and sales marketing.

Prior to Twitter, Berland was Executive Vice President, Global Advertising, Marketing& Digital Partnerships at American Express. Berland, who had been with American Express since 2005, led a global team responsible for creating marketplace demand and driving commerce through differentiated and innovative products, marketing and customer experiences globally.

As a member of the company’s Global Management Team, Berland oversaw advertising, media, sponsorships, content, brand identity and digital partnerships for the enterprise. Under Berland's leadership, American Express forged relationships and created first-ever marketing and digital experiences with a robust set of partners including, but not limited to, Apple, McDonald’s, Uber, TripAdvisor, VeriFone, Twitter, Samsung, Foursquare, Facebook, Jawbone and Google. Berland’s team recently launched Amex Express Checkout, a first-ever payment solution that redefines the online checkout process for consumers and merchant partners. The experiences and marketing her team built are rooted in strategies that drive business objectives – engaging Card Members, prospects and merchants. As a result, American Express is at the forefront of innovation in the financial services, marketing and technology industries.

During her time at American Express, Berland had also been central to shaping communications strategies and engagement programs supporting corporate-wide initiatives. Most notably, she played a critical role in creating the company’s first social media strategies and presences, and led the social media partnerships and strategy for the first Small Business Saturday.

A two-time recipient of the American Express Chairman's Award for Innovation, Berland also provided strategic guidance to the American Express executive team and was a trusted advisor to numerous corporate partners of American Express on their brand, social media and digital endeavors. In May 2012, Berland was named sixth in Fast Company's "100 Most Creative People in Business" issue for helping Amex to bring new meaning to the phrase "social currency." She has also been included in the Advertising Age "Creativity 50" list and has been named a "Brand Genius" by Adweek.

Prior to American Express, Berland led PR and online communications strategies for global brands on the agency side. Berland received a BS from Boston University's College of Communications.

    
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27 Jan 2016(IST)  
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