Twitter Promoted Four Content Executives, Established a Content Creation Department

T.J. Adeshola now leads sports in the U.S., while news falls under Nick Sallon

There were changes in the ranks at 1355 Market St. JasonDoiy/iStock
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Twitter filled two key content partnership positions by promoting from within.

The social network confirmed that T.J. Adeshola, who has been managing partnerships with major sports leagues in the U.S., will now lead all U.S. sports partnerships.

And general manager of news for live video Nick Sallon will now lead all U.S. news partnerships.

When Twitter unveiled its reorganization in late June from a GM structure to a functional organization, global video partnerships head Todd Swidler and global head of news Peter Greenberger left the company, while former global director of sports content partnerships Laura Froelich was named head of U.S. partnerships and former global head of entertainment David Grossman assumed the role of head of U.S. entertainment.

Todd Spangler of Variety initially reported the promotions of Adeshola and Sallon.

Twitter also filled two slots in its global content partnership groups with internal promotions.

Stacy Minero, who had been working on brand strategy and agency development, is now head of content creation, a newly created role. Minero also launched Twitter’s #Fuel team, which helps brands with strategy, content and editing their six-second video ads.

Minero will report to vice president and head of global content partnerships Kay Madati,who said Twitter’s new content creation team will provide services including customized creator-led offerings powered by Niche and more efficient offerings of video editing and optimization.

And Niche head of West Coast business development Tyler Vaught is now head of creators and Niche, where he will report to Minero and drive the global strategy around how Twitter partners with creators for branded and original content.

Madati said, “A slate of proven high performers at Twitter have earned these vital leadership roles, and I couldn’t be more excited for them to get started and continue to accelerate our business momentum.” David Cohen is editor of Adweek's Social Pro Daily.