Twitter Taps Former Ticketmaster Chief to Build Social Commerce

Nathan Hubbard will combine tweets with shopping

Nathan Hubbard, a Ticketmaster and Live Nation executive mainstay until earlier this month, is set to become Twitter's first head of commerce, as the social site aims to increase its e-commerce activity. Effective this Thursday, the 38-year-old will start with the San Francisco tech firm, reporting to Twitter head of global revenue Adam Bain.

The development was first reported by Bloomberg News earlier this afternoon. Adweek confirmed the appointment via email with a Twitter rep.

Hubbard said that Twitter will offer retailers ways of selling product and services within tweets. "We’re going to go to people who have stuff to sell and help them use Twitter to sell it more effectively," he told Bloomberg.

Two weeks ago, the Wall Street Journal reported that Hubbard was about to get pushed out at Live Nation, and he left shortly afterwards.  

Meanwhile, expect Twitter to test new monetization avenues to drive revenue in the coming months as the seven-year-old juggernaut is rumored to be eyeing an initial public offering.