Laura Pearce is joining the flock at Twitter as head of consumer marketing.
Pearce will start in the newly-created role Aug. 22. As head of consumer marketing, she will work alongside Twitter’s head of B2B marketing Michelle Slater, crafting campaigns that aim to grow Twitter’s user base in Canada.
Pearce has a long history in Canada’s media industry. She joins Twitter via Blue Ant Media, where she most recently served as vice-president of marketing and digital. Before that, she held a director of marketing role at both AOL Canada and Postmedia. Prior to joining in the media world, she also worked as a marketing manager at Dell.
“Laura brings a unique skill set that aligns fully with the demands of the head of consumer marketing role,” said Twitter Canada head Rory Capern. “Having worked at a senior role for top digital and media organizations, she understands the market and has the track record to prove it.”
“That being said, Laura also stood out based on the insights she provides and her understanding of Twitter as a product, both in terms of challenges and opportunities.”
Pearce will report to Twitter’s marketing leadership team in San Francisco, which is led by CMO Leslie Berland.
Pearce said she was “thrilled to be joining Twitter Canada at a time when the company is making significant investments, both in terms of branding and consumer marketing.”
“Our global CMO Leslie Berland has done an amazing job at bringing new clarity and energy to Twitter as a product and I’m excited to work closely both with Leslie’s team in San Francisco and our team here in Canada,” Pearce said.
The hire follows several other additions to the Twitter team including Capern, who joined via Google earlier this year to head the social network’s Canadian operations – a position that had been vacant since 2014, when Kirstine Stewart was promoted to vice-president of North American media. (She has since left the company.)
Capern’s hire came just weeks after Berland joined the company as its first-ever CMO.
In January the company also brought on former journalist Jennifer Wilson as its deputy lead of curation.
