Anthony Noto, Twitter's chief financial officer, is now running the company's marketing department, a move that's left many mouths agape in the marketing and tech community.
Tech site The Verge first reported on Mr. Noto's consolidation of power:
Marketing is not typically the purview of a CFO, and a source familiar with the situation told The Verge that the unusual structure was discussed in a meeting at Twitter headquarters Monday.
An unnamed source told Bloomberg News the same thing.
However unfairly, Mr. Noto is perhaps best known for a direct-message fail in which he tweeted obliquely about a potential Twitter acquisition. (The company he was eyeing, according to several reports, is millennial-focused digital-only publisher Mic.) The tweet, meant as a private direct message, was later deleted.
A Twitter spokeswoman did not immediately respond to Ad Age's email about Mr. Noto.
Twitter doesn't have a chief marketing officer and has operated with a relatively small consumer marketing department, overseen by a revolving cast of executives. Last year, communications chief Gabriel Stricker oversaw marketing. Christian Oestlien, VP-product management, was handed the duty in January.
Last year, Twitter's in-house marketers met with ad agencies to discuss ways to market Twitter.
Twitter's search for a CMO is more urgent than ever in the company's past. It's under mounting pressure to increase its rate of user growth and make it more accessible to newcomers. That pressure intensified last week after the company reported disappointing first-quarter results, particularly around ad-sales, as well as a dreary outlook.
The reaction on Twitter to The Verge's report was swift and fairly brutal:
Personally - I would probably quit a company if they put a CFO in charge of my marketing team.— Adam Singer (@AdamSinger) May 5, 2015
Oh c'mon, really? With all due respect, really? "Twitter gives control of its hapless marketing department to CFO" http://t.co/Lc1g7OPJMN— Rob Majteles (@treehcapital) May 5, 2015
~ With Bloomberg News ~