CEO Jack Dorsey, other senior executives

After setting ambitious growth and revenue targets for users last month, Twitter is gearing up for what could be its most transformative period in history.

After CEO Jack Dorsey’s leaders came under control of activist investors last year, Twitter has stepped up the development of new features, introducing numerous changes and preparing for even more. This change comes when the company starts from the era of former President Donald Trump, who was finally taken out of service in January.

When he enters a new stage, he is the one directing Twitter in 2021.

Despite being a CEO, Dorsey often leaves Twitter. He blames his dual role as CEO of Square, his tendency to take off every week in the reproaches of meditation, his conversation about moving to Africa, and his quirky appearance, which includes tattoos. piercings and a wizard-like beard. A recent example came when the platform decided to ban Donald Trump outright. Dorsey was reportedly on holiday on an island in French Polynesia when the fateful decision was handed down.

People on Twitter say Dorsey is anything but proven. He is known for empowering his lieutenants and participating in them on important issues, as well as for taking care of smaller details that would not normally be expected of a CEO, such as writing his own remarks before testifying before Congress. .

Dorsey helped invent Twitter in 2006 while working as one of the few employees of Obvious Corporation, the company that preceded him. Dorsey was the original CEO of Twitter, but was forced to leave it in 2008 and then returned to the helm of Twitter as interim CEO in June 2015. A few months later he was appointed permanent CEO.

Since his return, the company has had its ups and downs, but overall has tended to rise. The company’s share price has risen more than 70% since June 2015 and its annual revenue has grown nearly 68% from $ 2222 million in 2015 to $ 3.72 million in 2020.

Dorsey’s leadership was attacked in early 2020, when activist hedge fund Elliott Management launched a campaign to remove him as CEO. The challenge was resolved when Twitter reached an agreement with Elliott Management and Silver Lake, giving each investment firm a seat on the board.

Since then, Twitter has stepped up its product development, especially launching ephemeral fleets in 2020 and testing a virtual audio room feature called Spaces.

More importantly, the company last month announced ambitious goals to double its revenue to at least $ 7.5 billion and reach 315 million daily monetizable active users (mDAUs) by the end of 2023.

Unlike many CFOs, Segal is an active leader in the company and one of its most outspoken executives. Segal is a regular presence at practice meetings and, externally, is one of the company’s best communicators, both on his Twitter account and at the company’s earnings and other events.

Prior to Twitter, Segal was senior vice president of finance for Intuit’s small business group and was chief financial officer of RPX, a patent risk management services company. This experience with finance, technology and the combination of both makes him an ideal technology CFO.

Segal may have demonstrated his worth by 2020, playing a critical role in negotiating the deal with Elliott Management, a former employee said.

As Twitter’s top woman, Gadde is responsible for managing some of the company’s most difficult tasks, including legal matters and anything related to public policy, trust and security on the platform. This means that if the company has problems with harassment, misinformation or Washington, the people of Gadde are handling it.

Gadde is said to hate public speaking, but over the past year it has intensified further. In particular, Gadde has stepped up the use of his Twitter account to announce and explain the company’s public policy decisions.

He played a crucial role in determining what to do with the story of former President Donald Trump after the January 6 uprising at the United States Capitol. The company finally decided to ban Trump outright.

Former employees said Gadde doesn’t have the last word on what the company decides to do in terms of its policies. Dorsey retains that power. But 99% of the time, Dorsey goes with Gadde’s recommendations, according to former employees.

Agrawal is one of Twitter’s top technology executives. According to his biography, he is in charge of the strategy related to artificial intelligence and machine learning.

Agrawal leads Project Bluesky, an independent effort to build an open standard for social media. This means creating technology and protocols that allow content posted on a social media service to work across multiple social networks, similar to how any email service can read emails.

Bluesky is a priority and visionary project for Dorsey, former employees said. That is why he entrusted his leadership to Agrawal.

Over the past few years, Twitter has renewed its technical infrastructure so it can build new products faster. Montano, the company’s engineering leader, has been instrumental in this review. The company has accredited the modernization of its technical infrastructure as the catalyst for the creation of new functions, such as Fleets and Spaces.

Montano is Agrawal’s right-hand man, and now that the review is over, Montano is focusing on hiring more experienced executives to lead Twitter’s fast-growing engineering organization so he can build even faster, he said. an employee at CNBC.

As a product leader, Beykpour is in charge of the strategy and development of Twitter’s features and products. joined Twitter through the company’s acquisition of Periscope in 2015, an app that allows users to stream live from their smartphones.

Under Beykpour’s leadership, Twitter has created some of the most revolutionary product changes in the company’s history.

The company launched Fleets last year, which are full-screen images and videos that disappear from users ’pages after 24 hours, similar to Snapchat and Facebook’s Instagram stories. The company has also begun publicly testing Spaces, which are virtual audio rooms where users can gather for live conversations, similar to the popular Clubhouse app. Looking to the future, Beykpour announced that Twitter will begin testing subscription features that will allow creators to post exclusive content to their paying followers.

While Beykpour leads the development of product software for Twitter users, Falck is its counterpart to the products marketers use. His team is tasked with creating the tools that the company’s customers use to post ads on Twitter and target them to service users.

Falck’s team recently renewed the promotion of Twitter’s mobile apps. MAP is used by marketers to post direct response ads on Twitter, which is a set of advertising dollars that the company has barely taken advantage of. The production of Falck’s team will be crucial for Twitter to achieve the goal of doubling its annual revenue by the end of 2023.

While Falck manufactures advertising products, Derella is the one who provides the customers who use them. Leading Twitter customers, Derella leads the company’s customer-oriented organization, including the sales group and partnership teams. Derella’s responsibilities include reaching out to Twitter’s sales strategy and boosting revenue.

Davis leads the team that decides how the company’s products look and is responsible for the teams that do product research to determine what kind of products the company should build and how consumers use the company’s products, he said. say an employee. Prior to Twitter, Davis led product design for Facebook’s stories, news feed, and video features, according to his executive biography. He previously worked on Netflix.

The longest person on the executive team after Dorsey is Berland, who heads the company’s marketing and people organizations, which includes communications, recruitment and human resources.

Berland usually makes the rounds as a spokesman for the company, attending several conferences. She is also loved by Dorsey, former employees said.

The latest addition to Twitter’s executive team is Zatko, who goes by “Mudge”. It was introduced in November to review and improve the company’s cybersecurity. Mudge is a respected hacker in the world of cybersecurity and has previously worked on Stripe and special projects at Google.

His hiring comes after Twitter suffered an unprecedented hack in July, when many of the most followed accounts, including those of then-candidate Joe Biden, Elon Musk and Bill Gates, were taken over by hackers who posted a scam asking for bitcoin.