Twitter Inc. (TWTR) To Retell Story With New CMO Leslie Berland From American Express

Twitter is defined by brevity, but now it's planning to retell its own 10-year-old story. For that, the company is bringing on American Express exec Leslie Berland, who will become chief marketing officer and the first woman in Twitter's C-suite.

Berland joins Twitter to help “tell the stories of our iconic product,” CEO Jack Dorsey tweeted Tuesday morning as part of the official announcement. Prior to this role, Berland served as executive vice president of global advertising, marketing and digital partnerships at American Express.

While at American Express, Berland worked with Twitter, as well as with Apple, McDonald’s, Uber, TripAdvisor, VeriFone, Samsung, Foursquare, Facebook, Jawbone and Google, Twitter notes in its press release. She also led the social media strategy for Amex’s Small Business Saturday initiative.

Berland also was a top choice for the Twitter team, according to a tweet from Chief Operating Officer Adam Bain. CFO Anthony Noto had announced in July during the second-quarter earnings call of 2015 that the microblogging service was interested in hiring a CMO and expanding their marketing strategy.

Berland may not be too active on Twitter itself, but neither are many of the board members. She signed onto the service back in January 2011 but has a mere 1,747 tweets and was following 496 accounts at the time of the announcement.

“I'm thrilled to have the opportunity to work with Jack and the Twitter teams to bring the magic of Twitter to life, broaden its reach, and deepen its impact as the company enters this incredibly exciting new chapter,” Berland said in a statement.

Though Berland may be a little busy for too much personal tweeting, she is now one of a handful of top executives at the company, given the recent departure of four executives. Bain and Chief Technology Officer Adam Messinger have taken on the additional roles, at least in the interim.

Despite not having a CMO, Twitter worked to lock in several key marketing deals in 2015. The company landed a first-time partnership to work with a TV network on a presidential debate when it partnered with CBS News for one of the Democratic forums. Twitter also worked with the Times Square Alliance in New York to show tweets on New Year's Eve, for the first time.

Twitter is reportedly looking to further build out its marketing team. Re/code reported that a new head of public relations may be on the way. PR is currently overseen by Vijaya Gadde, Twitter’s general counsel.