CEO Jack Dorsey, other top executives

After setting ambitious user and revenue growth goals last month, Twitter is gearing up for what could be the most transformative period of all time.

After CEO Jack Dorsey’s leadership was examined last year by activist investors, Twitter accelerated the development of new features, introducing numerous changes and preparing for even more. This change comes as the company recovers from the era of former President Donald Trump, who was finally kicked out of service in January.

Entering a new stage, he leads Twitter in 2021.

Despite being CEO, Dorsey often comes out as a checkout from Twitter. Blame your dual role as CEO of Square, your tendency to take weeks of meditation retreats, your conversation about moving to Africa, and your peculiar appearance, which includes tattoos, piercings and a wizard’s beard. A recent example came when the platform decided to ban Donald Trump permanently – Dorsey was reportedly on vacation on an island in French Polynesia when the fateful decision was made.

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

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

Since its return, the company has had its ups and downs, but in general has shown an upward trend. The company’s stock price has risen more than 70% since June 2015, and its annual revenue has grown by almost 68%, from $ 2.22 billion in 2015 to $ 3.72 billion in 2020.

Dorsey’s leadership was criticized in early 2020, when hedge fund activist Elliott Management started a campaign to remove him from the CEO position. The challenge was solved when Twitter struck a deal with Elliott Management and Silver Lake, giving each investment firm a seat on the board.

Since then, Twitter has accelerated the development of its product, notably launching ephemeral fleets in 2020 and testing a virtual audio room feature called Spaces.

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

Unlike many CFOs, Segal is an active leader for the company and one of its most outspoken executives. Segal is a common presence at general meetings and, externally, he is one of the best communicators of the company, both in his Twitter account and in results and other company events.

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

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

As the most senior woman on Twitter, Gadde is responsible for handling some of the company’s toughest tasks, including legal issues and anything related to public policy and trust and security on the platform. This means that if the company is having problems with harassment, disinformation or Washington, Gadde’s people are dealing with it.

Gadde is said to loathe public speaking, but over the past year it has increased even more. In particular, Gadde increased the use of his Twitter account to advertise and explain the company’s decisions regarding public policy.

She played a crucial role in determining what to do with ex-President Donald Trump’s account after the January 6 uprising on the United States Capitol. The company finally decided to ban Trump permanently.

Former employees say Gadde does not have the final say on what the company decides to do about its policies. Dorsey retains that power. But 99% of the time, Dorsey follows Gadde’s recommendations, former employees said.

Agrawal is one of Twitter’s top technology executives. He is responsible for the strategy that involves artificial intelligence and machine learning, according to his biography.

Agrawal is leading the Bluesky Project, an independent effort to build an open standard for social media. This means creating technology and protocols that would allow content posted to a social media service to work across multiple social networks, in the same way that emails can be read by any email service.

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

In recent years, Twitter has renewed its technical infrastructure so that it can build new products faster. Montano, the company’s engineering leader, was instrumental in this reform. The company credits the modernization of its technical infrastructure as the catalyst for the creation of new resources, such as Fleets and Spaces.

Montano is Agrawal’s right-hand man, and now that the review has been done, Montano is focused on hiring more experienced executives to lead Twitter’s fast-growing engineering organization so he can build even faster, an official told CNBC.

As a product leader, Beykpour is responsible for the strategy and development of Twitter features and products. he joined Twitter through the acquisition of Periscope in 2015, an application that allows users to broadcast live from their smartphones.

Under Beykpour’s leadership, Twitter 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, as well as Stories on Snapchat and Facebook’s Instagram. The company has also started to publicly test Spaces, which are virtual audio rooms where users can get together for live conversations, similar to the popular Clubhouse app. Looking ahead, Beykpour announced that Twitter will begin testing subscription features that will allow creators to post exclusive content to their paying followers.

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

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

While Falck makes advertising products, Derella is the one who attracts the customers who use them. Leading Twitter customers, Derella runs the company’s customer-facing organization, including the sales group and partner teams. Derella’s responsibilities include defining Twitter’s sales strategy and increasing revenue.

Davis leads the team that decides what the company’s products will look like and is responsible for the teams that do product research to determine what kind of products the company should build next and how consumers are using the company’s products, an official said. Prior to Twitter, Davis led product design for Facebook’s Stories, News Feed and video resources, according to his executive biography. He previously worked at Netflix.

The person with the most time on the executive team, after Dorsey, is Berland, who heads the company’s marketing and staffing organizations, which includes communication, recruitment and human resources.

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

The latest addition to the Twitter executive team is Zatko, known as “Mudge”. He was hired in November to review and improve the company’s cyber security. Mudge is a respected hacker in the world of cybersecurity and has worked on Stripe and special projects at Google.

His hiring came 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.