Twitter says it will change comms strategy as Gabriel Stricker departs

"It continues to be essential that we show the world the value of Twitter. Communications is a key component of that, and to help build toward a stronger future, we are looking now to shift our communications strategy and direction," a spokesperson said via email.

SAN FRANCISCO: Twitter CCO Gabriel Stricker is leaving the social media company as it looks to shift its communications strategy and direction.

Stricker led Twitter’s global teams for media relations and public policy.

Twitter will bring in new leadership, but its comms team will report to general counsel Vijaya Gadde until then.

"It continues to be essential that we show the world the value of Twitter. Communications is a key component of that, and to help build toward a stronger future, we are looking now to shift our communications strategy and direction," a Twitter spokesperson said in an emailed statement. "We will be bringing in new leadership, and we thank [Stricker] for his contributions."

Stricker, who was not immediately available for comment, tweeted about his departure on Thursday. Interim CEO Jack Dorsey thanked him.

Last June, Stricker gained oversight of Twitter’s media unit after COO Ali Rowghani and VP of media Chloe Sladden stepped down. The media team previously reported to Sladden, who reported to Rowghani.

Stricker joined Twitter in 2012. He managed communications for the company’s November 2013 IPO.

Prior to Twitter, Stricker worked as director of global communications and public affairs at Google. Previously, he worked in campaign politics.

Stricker’s departure comes about a month after Twitter CEO Dick Costolo stepped down, with Dorsey taking the reins on an interim basis. Under Costolo, Twitter struggled to add members and generate more revenue from its ad products. Because of this, many on Wall Street had criticized Costolo and called for him to be replaced.

Last month, early Twitter investor Chris Sacca blogged that the company’s CEO transition has been awkward said the platform is failing to tell its own story.

The company is reportedly putting the finishing touches on "Project Lightning," which would tie the service more closely to live events. Communications leaders told PRWeek last month that Twitter has lost some of its luster, saying they are looking past the platform to other digital methods to reach consumers.

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