Twitter Hires Signal Overseas Consumer Strategy

joel-lunenfeld-twitterMoxie Interactive CEO Joel Lunenfeld (left) has been chosen as Twitter’s director of global brand strategy. Meanwhile, Twitter hired Pam Kramer, formerly CMO of MarketTools and E-Trade Financial, as its first VP of consumer marketing.

Lunenfeld will guide custom advertising and partnership programs for brand advertisers, according to a Twitter statement. Twitter has a partnership program for its Promoted Accounts and Promoted Tweets offerings that requires a commitment of at least $15,000 over a three-month period, according to a media kit ClickZ obtained in April. The company’s priciest brand advertiser offering is the Promoted Trend, which is priced at $120,000 per day – quite a hike from the $25,000 to $30,000 cost at launch in April 2010.

“Joel is an experienced agency-side thought leader who will provide a creative and agency perspective to the Twitter team,” said Twitter in a statement about the hires. He has worked with brands including Verizon Wireless and Coca-Cola, both of which have purchased Promoted Trends on Twitter. Lunenfeld hails from digital agency Moxie Interactive, where he was CEO for the past three years, and a founding partner. Moxie said its president Scott Neslund would step in to fill Lunenfeld’s role; Neslund will keep his current title.

In April, Twitter told ClickZ its sales and marketing teams included more than 60 people. Sales staff are located in New York, San Francisco, Chicago, Austin, Boston, Atlanta, and Los Angeles. At the time, the company also said it planned to branch out its sales force overseas, specifically mentioned the UK and Japan as markets the firm was considering.

As consumer marketing VP, Kramer is tasked with building the Twitter brand and telling the “Twitter story to mainstream consumers around the world.” The hire signals Twitter’s mission to become a global consumer media brand. Kramer worked with E-Trade from 1995-2004, and recently served as GM of GreenRoad, a firm providing tools to increase driving safety and fuel efficiency.

“Pam and Joel are significant hires whose experience and leadership will help strengthen the way we talk to both consumers and major brands about Twitter around the world,” said Twitter CEO Dick Costolo in a statement.

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