Twitter's local head of marketing departs

Sarah Homewood
By Sarah Homewood | 17 August 2016

Twitter Australia's head of marketing has left the business after less than two years in the role.

Marshall Maher took on the role in January 2015 and is understood to have left the role a few weeks ago to return to the US. Maher previously held several roles in the US, with various communications and PR businesses.

Twitter is currently searching for a replacement in the form of a marketing manager, with the role reporting into either Singapore or Tokyo.

Maher's departure comes as the business globally ramps up its marketing effort, with Twitter rolling out a major marketing push last month. The move come off the back of Twitter hiring a global CMO, Leslie Berland, who when speaking with AdNews previously said there were some misconceptions about the brand it was hoping to rectify.

“When we talked to people around the world we saw a few key trends emerge and one of the most prominent was that people were not really understanding what Twitter was for - and were thinking we were a social network - a place to find their friends," she says.

“It was really interesting to see that cut across the board and we realised we clearly had a lot of work to do to clarify, explain and educate on what Twitter is about,” she said.

Twitter also revealed yesterday it was adding another way for brands to interact with the offering, this time via promoted stickers. The social player inked a deal with Pepsi, which sees users being able to add PepsiMoji's to their pictures before they tweet them out.

Twitter is aiming to ramp up its connections with advertisers and agencies across the board, with founder and CEO Jack Dorsey telling shareholders of its second quarter results: “Our brand business remains strong in absolute terms, but there are some new challenges that we’re now tackling head-on. First, there is increased competition for social marketing budgets, which requires us to continuously raise the quality bar on the advertising solutions we bring to market.

“Second, while we have worked to drive higher ROI for advertisers (by leveraging our current user base, ad formats and innovations in targeting, creative and measurement), we’re still priced at a premium CPE relative to others. This has proven to be a headwind in growing Twitter’s share of overall social budgets and in our ability to grow faster in both video and performance advertising.”

To tackle these issues, Twitter outlined it's going to focus on areas outside of social media to garner more ad dollars from a variety of marketing budgets. Twitter is preparing the launch of additional features and functions, including accurate audience verification, reserved buying, and reach and frequency planning and purchasing.

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