Gap Kim will now run Twitter's global business marketing.
Reporting to Brad Ramsey, Twitter’s vice president of marketing, Gap will oversee the company’s global business marketing team, which is responsible for marketing and messaging that helps businesses understand its ad offerings.
No stranger to consumer-facing tech giants, Gap previously led digital adoption and growth initiatives at WhatsApp, Facebook and Google.
Relative to other messaging and social networks, Twitter continues to offer a singular service, according to Gap. “There’s no platform more embedded in every day culture and what’s happening,” Gap said of Twitter.
Making its initial pitch to business clients, Gap added: “In this day and age, that is a critical opportunity for marketers to make meaningful connections with influential audiences.”
After returning to profitability and solid user growth, analysts have begun to rein in their expectations for Twitter.
From the second half of 2019 through 2021, for example, Pivotal Research Group recently reduced its revenue forecast for Twitter. While maintaining its Buy rating, Pivotal also cut its target price for Twitter from $48 to $47.
Among other reasons for its modest outlook, Pivotal cited a more challenging third-quarter this year for advertising comps relative to the same period in 2018.
The research firm had assumed 8% sequential growth, which is now looking too optimistic. As such, Pivotal reduced third-quarter sequential domestic ad growth to 3%.
More broadly, Pivotal expressed concerns that oversaturation of online marketing within overall ad budgets will present problems for platforms large and small.