With Monetization And The Mainstream In Mind, Twitter Adds To Senior Management Team

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While Twitter was busy last week making some quick, but big cuts in an attempt by Jack Dorsey to streamline the product side of things, this week they’re doing the opposite — at least on the sales and marketing side of things.

Twitter has just announced that they’ve made two additions to their senior management team. Joel Lunenfeld is joining Twitter as director of Global Brand Strategy. And Pam Kramer will be the company’s first vice president of Consumer Marketing. In the quote sent by Twitter PR, Twitter CEO Dick Costolo says he’s “thrilled” by the new hires, and the effort to bolster Twitter’s senior management team.

Kramer comes to Twitter from GreenRoad, a startup focused on “greener” driving. Before that, she worked at MarketTools and Lending Club. She was also a longtime executive at E-Trade. Over 9 years there, she served at Chief Product Officer and Chief Marketing Officer, in charge of the Super Bowl ads, among other things. That last role will be key for her new role at Twitter.

Lunenfeld comes from Moxie Interactive, where he was CEO. Twitter touts his 12 years of experience as a digital ad man who has plenty of experience working with major clients. “Joel will guide our efforts to develop custom ad and partnership programs for Twitter’s most valuable advertisers,” Twitter notes.

Clearly, both of these positions are being added to help Twitter in two areas of weakness right now: mainstream audience retention and monetization. While Twitter has been able to sign up north of 200 million users, it has been a bit tricky getting all of them to stick around and continue to use the service. Likewise, while they have a massive reach, convincing brands to advertise (and continue to advertise) with Twitter hasn’t been a walk in the park, by most accounts.