Social media giant Twitter has named its first-ever marketing boss.

Leslie Berland, formerly head of marketing at American Express , has been given the role, which will instantly become one of the most high profile in the marketing world.

And it puts to bed the long-held Twitter belief that its own users provided sufficient marketing exposure to keep the brand at the forefront of social media.

Typically, the appointment was announced in a tweet by CEO Jack Dorsey who said Berland will “join as our CMO to help tell the stories of our iconic product!” Her brief is to shake-up the company’s global consumer, product and sales marketing.

She tweeted in response: ” Thanks @Jack! Excited to join you and the amazing teams to bring to life the power, uniqueness and magic of Twitter!”

She takes over the marketing duties from chief financial officer Anthony Noto.

Earlier this week, the company announced the exodus of several executives, including head of media Katie Jacobs Stanton.