Twitter may no longer have a live video team, but the medium is still an important piece of the puzzle for the company
Today Twitter announced several new roles to its Global Content Partnerships team in an effort to expand its video offering. The news comes almost two months after the company dissolved its live video team, consolidating the unit into its content partnerships team. The new positions will be filled by current employees at the company.
TJ Adeshola — a former senior accountant for the Twitter who later worked as a sports partner manager at the company — will head US Sports. As Head of US Sports, Adeshola will lead all U.S. Sports Partnerships at Twitter. Prior to his new role, Adesholahas was responsible for helping Twitter’s league partners amplify their global content strategies and spent a few years managing Twitter’s partnerships with major U.S. sports leagues, including the NFL and the NBA. Before joining Twitter in 2012, Adeshola worked on digital sales and marketing at ESPN.
Filling the newly created role of Head of US News is Nick Sallon, Twitter’s former GM of Live Video. Sallon will lead all U.S. news partnerships at Twitter. After joining the company in 2015 as Periscope’s content strategy lead, Sallon quickly expanded his remit to lead Twitter’s live news business. He focused on developing digital video strategies and revenue opportunities for news organizations, expanding existing and creating new partnerships with a range of news publishers to launch live programming including Bloomberg’s TicToc and Buzzfeed News’ AM2DM. Prior to Twitter, Nick ran Content acquisition and Business Development at Aereo.
The team, which is run by VP and Head of Global Content Partnerships Kay Madati, will report to the company’s Senior Director, Head of U.S. Content Partnership Laura Froelich.
“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,” said Twitter VP and Head of Global Content Partnerships Kay Madati.
Live and on-demand video deals have remained a major focus for Twitter and the company says those partnerships will continue to come from the Global Content Partnerships team. As part of the investment, the company recently signed 50 new live-streaming, highlight, Amplify, and video-on-demand agreements in Q2, including with ESPN, NBCUniversal, and Viacom.
In addition to the new roles at Twitter, the company has expanded its team at Niche, which is the creator-first platform that the company acquired in 2015. The platform works with creators worldwide alongside top brands to develop authentic and resonating branded content. The new positions include Head of Content Creation, which will be filled by Stacy Minero, and Head of Creators & Niche, filled by Tyler Vaught.
Minero will focus on helping brands create content that earn attention in a socially connected world. Minero has spent the past 4 years at Twitter on Brand Strategy and Agency Development, where her team advised brands on content strategy and creative ideas to launch campaigns or win cultural moments. The new Content Creation Team will provide a full-suite of services, from customized Creator-led offerings powered by Niche, to more efficient offerings of video editing and optimization. Minero will report to Kay Madati.
As Niche’s new leader, Vaught will drive the global strategy around how Twitter partners with creators for branded and original content. Vaught has been at Twitter for 3 years, previously as Niche’s Head of West Coast Business Development. Vaught will report directly to Minero.