A reorganisation at Twitter has seen the company move away from content-specific divisions and toward a regionalised structure.
Variety reports that its previous divisions that oversaw operations such as live video, news and sports have been scrapped in favour of a regional management structure split across five areas – the US and Latin America, Europe and the Middle East, Japan and Korea, and Asia Pacific.
The changes see former live video boss Todd Swidler and news boss Peter Greenberger leaving the company. Other live video execs such as Katie Wells, Nick Sallon and Bo Han have accepted roles in the content partnerships group.
Lara Cohen will remain as partnerships solutions leader. All regions report directly to Twitter’s global head of content partnership Kay Madati.
Laura Froelich will head up the new US business while Theo Luke assumes interim leadership of EMEA and Christopher Doyle Latin America and Canada, and Jennie Sager APAC and Japan/Korea.
Streamlining
A new head of global live program management is being sought for a centralised video role. There are also new leadership spots available for American news and sports, as well as international programming licensing.
The company recently announced new video deals with a number of rights holders including Disney, Universal, Viacom and Vice. Partnerships have also been struck with Major League Baseball and Major League Soccer.
However, a lot of its video activity was recently reined in, with video apps for Xbox, Android TV and Roku recently pulled – although they remain in place on Apple TV and Amazon Fire TV for now. Video accounted for half of Twitter’s ad revenue in Q1 2018.
“Over the past year, our global content partnerships team has made significant progress in bringing the best selection of content to Twitter, helping our partners better extend, scale, market, and monetize,” Twitter said in the statement.
“To further accelerate this positive momentum, we’re taking steps to streamline this organization to enable increased efficiency around the world and better align with our global strategy and vision.”
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