Kirstine Stewart,  Managing Director and Head of Twitter Canada, is photographed at the company's downtown Toronto head office on June 3 2014. The very popular social media company has had a Canadian presence for a year. (Fred Lum/The Globe and Mail)

Kirstine Stewart leaves Twitter

The social media site's first Canadian hire leaves the company after three years

Kirstine Stewart, Twitter’s vice-president of media, North America, is leaving the company.

A Twitter spokesperson confirmed the departure to Marketing, but declined to comment further.

In her most recent role at the social media company, Stewart was responsible for its North American media partnerships television, sports, gaming, talent, music, fashion, news and government. It was a position she held for nearly two years and an important part of the business as Twitter tries to drive new revenue with more traditional media partners.

Stewart made headlines in 2013 when she left her post as executive vice-president of English Services at CBC/Radio-Canada to lead the just-launched Twitter Canada. She had been with the public broadcaster for seven years and was credited with expanding CBC’s digital offerings.

Stewart is regarded as one of Canada’s foremost female executives, and last year penned a book called Our Turn that explores leadership qualities and how women are best suited to bring them to the C-suite.

In an interview with Marketing earlier this year, Stewart discussed a strong belief in overcoming doubts and hesitations when it comes time to make a new career move.

“As crass as it may sound, you have to just get over yourself, and believe that if someone has decided that you are worthy of an opportunity that you really are,” she said. “We put so much pressure on structure and management decisions in business, which means when it comes to our own careers or lives that we tend to not make these decisions lightly. But when you have the right opportunity, the biggest regrets come when you didn’t take that next step forward.”

Twitter’s media team has been hit with a number of key departures this year, according to tech website Recode. The list includes former VP of global media Katie Stanton, her successor, Nathan Hubbard a few months later as well as the heads of North American sports partnerships, and  TV cable partnerships.

Twitter has shown signs of struggling of late. In its fourth quarter, Twitter said monthly active users dropped from 307 million in the third quarter to 305 million. The company lost $90 million during the final three months of last year, and has never reported a profit. Revenue rose 48% from the previous year to $710 million, providing some measure of hope that the service can still be turned into a viable business. However a report from eMarketer predicted the company’s user base would grow by double digits by the end of this year.

It’s worth noting that despite leaving the company, Stewart remains highly active on Twitter (though she has yet to change her profile bio), continuing to post throughout Thursday night and Friday morning. She told Marketing that for brands in particular, the power of the medium has been transformative.

“It’s much harder to make those faux-pas when anyone can now comment on a campaign they didn’t particularly like,” she said. “There is a community at work out there that supports change and drives it.”


Photography by The Canadian Press
Add a comment

You must be to comment.

Media Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

As Prime Minister, Kellie Leitch would scrap CBC

Tory leadership hopefuls are outlining their views on national broadcaster's future

‘Your Morning’ embarks on first travel partnership

Sponsored giveaway supported by social posts directed at female-skewing audience

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Netflix debates contributions with Canadian Heritage

Netflix remains wary of regulation as some tout 'Anne' and 'Alias Grace' partnerships

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Robert Jenkyn is back at Media Experts

Former Microsoft and Globe and Mail exec returns to the agency world

2016 Media Innovation Awards: The complete winners list

All the winning agencies from media's biggest night out!