She previously served as director of inclusion and cultural resonance for VMLY&R
Twitter has hired God-is Rivera from VMLY&R in the newly-created role of global director of culture and community, effective Nov. 12.
“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 said in a statement. “The leadership 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.”
In the leadership position, Rivera will utilize brand marketing, campaigns with Twitter partners, events and experiences to better engage communities globally. She will help drive internal strategy to ensure campaigns and programs are inclusive and reflective of the communities the social media company serves, while developing relationships and programs with external partners, including brands, influencers, community leaders, creators and more.
Based out of New York, she will report to Twitter global head of culture, engagement and experiential Nola Weinstein.
“God-is’ deep expertise in marketing, culture and communities makes for a rare and incredibly powerful combination,” Weinstein said in a statement. “Bringing her insights and passion to Twitter will enrich the work we do to elevate and connect the voices around the world who are driving conversation and shaping culture.”
In an internal note, Weinstein explained that Rivera captured Twitter’s attention with her “#BlackTwitter” presentation at the social media company’s annual #OneTeam summit.
“God-is will help lead our efforts to better serve and engage the powerful voices and global communities who take to Twitter to share, discover and discuss what matters to them,” through “brand efforts, campaigns, events and experiences,” Weinstein explained. “She will help ensure that our programs are connective, inclusive and reflective of the communities we serve.”
In the internal note, Weinstein went on to cite God-is’ “deep expertise in marketing and social strategy, cultural understanding and ability to elevate and connect communities” as a “rare and incredibly powerful combination.”
Rivera was appointed to the new role of director of inclusion and cultural resonance at VML in August of 2017, after previously serving as associate director, social media strategy. WPP merged VML with Y&R to create VMLY&R in September. Prior to joining VML in early 2016, Rivera held social media strategist roles at iCrossing and T3.
This article was originally published by AdWeek.com