Seventy percent of Twitter accounts are outside of the U.S., and the company's head of international strategy, Katie Jacobs Stanton, is tasked with figuring out what makes each market tick as Twitter accelerates the rollout of its ad products abroad.
Ms. Stanton's mission is to get world leaders, celebrities, athletes and other public figures onto Twitter to cater to the enthusiasms of specific markets, and to forge partnerships with relevant organizations that can help grow the user base in each country. After starting at Twitter in August 2010, she focused on the U.K. and Japan, where Twitter also launched "promoted" products outside of the U.S.
A Google and Yahoo veteran, Ms. Stanton most recently worked at the White House and State Department, advising them on how to use technologies like Twitter. Ms. Stanton knew Twitter co-founders Biz Stone and Evan Williams from her Google days and talked to them about a job four years ago. She instead decided to accept a job offer from the White House, but when she was ready to move back to the Bay Area, she got back in touch. "This is what I really missed: the fast pace, the candor, and optimism that a company like Twitter has," she said.
Knowing what you know now, what career advice would you have given yourself when you were starting out?
Spend more time abroad. Become fluent in at least three languages. Learn to fly.
Give us one fact about yourself that will surprise people.
I spent one semester in Air Force ROTC, as I wanted to be a pilot.
If I wasn't doing this job, I'd be ...
I would take a year off with my family and live in Argentina so we could all become fluent in Spanish.
What's your favorite kind of music?
Anything but country.