Twitter names its first-ever marketing chief - CNET

Add in another change to Twitter's executive ranks already this week.

On Tuesday, the microblogging site announced that its new chief marketing officer will be Leslie Berland, formerly marketing vice president at American Express. Twitter CEO Jack Dorsey revealed the new hire via a tweet in which he said that Berland will "join as our CMO to help tell the stories of our iconic product!" Specifically, she'll handle the company's global consumer, product and sales marketing.

Berland will take over the marketing duties from chief financial officer Anthony Noto, who had been juggling the role on a temporary basis. This will be the first time Twitter will have a dedicated marketing chief, AdWeek said last July, when the search for a marketing chief began.

She arrives at a challenging time for Twitter, which has been struggling to improve its appeal to investors, advertisers and users alike. This week's shakeup in the executive suite is just the latest step toward reinvigoration under the watch of Dorsey, who took over the CEO reins last year. A key problem to address: Twitter's user base -- 316 million monthly users as of last July -- has hardly budged in recent months as consumers tu their social media energies to services like Facebook and Instagram.

On Monday, Dorsey announced the exodus of several top-level executives, including head of media Katie Jacobs Stanton, product chief Kevin Weil, engineering chief Alex Roetter and human resources leader Brian "Skip" Schipper.