Twitter Folded Its Live Video Team Into Its Content Partnerships Group

Kay Madati revealed the reorganization in an internal memo

Changes are afoot at 1355 Market St. JasonDoiy/iStock

Twitter’s commitment to live video is undeniable, but the social network will be taking a different approach in terms of the executives who handle it.

Todd Spangler of Variety reported that Twitter’s global partnerships team, led by global vice president and head of content partnerships Kay Madati, is being restructured.

The team will now be run by regional executives for the U.S., Latin America/Canada, Europe/Middle East, Africa, Japan/Korea and Asia-Pacific, and the unit that had been handling live video deals with programming partners will be folded in under that structure.

Among the changes, as reported by Spangler:

  • Laura Froelich, former global head of sports partnerships, is now head of U.S. partnerships.
  • The new head of U.S. entertainment is David Grossman, who had been global head of entertainment. Grossman reports to Froelich.
  • Head of global news Peter Greenberger and global head of live video business Todd Swidler have left the company.
  • Katie Wells, Nick Sallon and Bo Han of Twitter’s live video team are moving to the content partnerships group.
  • Global partnerships solutions leader Lara Cohen’s role is unchanged.

Spangler also reported that a staff memo from Madati indicated that Twitter will hire a head of global live program management, along with leads for U.S. sports and news.

Twitter said in a statement, “Over the past year, our global content partnerships team has made significant progress in bringing the best selection of content to Twitter, helping our partners better extend, scale, market and monetize. To further accelerate this positive momentum, we’re taking steps to streamline this organization to enable increased efficiency around the world and better align with our global strategy and vision.” David Cohen is editor of Adweek's Social Pro Daily.