Twitter has introduced on its first-ever global director of tradition and neighborhood, God-is Rivera. As global director of tradition and neighborhood, Rivera will report back to Global Head of Culture, Engagement and Experiential Nola Weinstein. Rivera up to now led inside variety and inclusion efforts at VMLY&R, a virtual and inventive company.
“As a black woman who has worked in industries in which I have been underrepresented, I feel a great responsibility to amplify and support diverse communities, and they exist in full force on Twitter,” Rivera stated in a remark. “The team has shown a passion to serve and spotlight their most active users and I am honored to step into this new role as a part of that commitment.”
For context, 26 % of U.S. adults who establish as black use Twitter, whilst 24 % of white-identified adults and 20 % of Latinx-identified adults within the U.S. use Twitter, consistent with a March 2018 survey from Pew Research Center.
At Twitter, the plan is for Rivera to “better serve and engage communities” on Twitter in the course of the corporate’s emblem advertising, campaigns, occasions and different stories. Internally, Rivera will likely be tasked with making sure Twitter’s campaigns and methods are inclusive and “reflective of the communities we serve,” consistent with Twitter’s press release. Externally, Rivera will likely be accountable for growing relationships and methods with content material creators, neighborhood leaders, manufacturers and extra — very similar to the only with HBO’s Insecure.
Here’s the interior word Weinstein despatched to Twitter workers previous as of late:
I’m so excited to welcome @GodisRivera to the team as Twitter’s new Global Director of Culture & Community. She captivated us at #OneTeam together with her enlightening presentation on #BlackTwitter and we’re overjoyed that she’s going to now be bringing her hobby and point of view within.
In this newly created position, God-is will help lead our efforts to higher serve and have interaction the robust voices and global communities who take to Twitter to percentage, uncover and talk about what issues to them. This will come to existence thru Twitter’s emblem efforts, campaigns, occasions and stories. She will help make sure that our methods are connective, inclusive and reflective of the communities we serve. You can consider extra efforts that have interaction and excite our communities like #HereWeAre, #NBATwitter, considerate tweetups, and so on.
God-is’ deep experience in advertising and social technique, cultural working out and skill to lift and fasten communities makes for a unprecedented and extremely robust mixture. She used to be up to now Director, Inclusion and Cultural Resonance at VMLY&R, the place she led inside variety efforts to fuse the significance of inside tradition and illustration to ingenious paintings outputs. In 2018, God-is used to be named an Ad Age “Woman to Watch” and Adweek “Disruptor” for proceeding to fight for illustration and fairness within the promoting trade. She lately is living in New York, NY together with her husband and daughter.
On a private word, I’ve had the excitement of spending time with God-is at #HereWeAre, #Influence, and #OneTeam and her power, hobby and positivity are infectious. I do know her presence will make a distinction and am desirous about all that the tradition & experiential team will create in combination.
God-is will get started on November 12th and will likely be primarily based in NYC reporting to me.
Please sign up for me in welcoming her to the flock!