Berland had served as executive vice president of international digital and advertising, promotion ventures a place she’s held since June 2015, at American Express.

“Twitter is a service unlike any other,” said Berland. “It’s and continues to alter the world, shaping how we communicate and get in touch, how we are amused, enlightened and inspired. It symbolizes everything that is important at each minute – to me, there is not anything more strong.”

Engineering will be taken over by Chief technology officer Adam Messinger, while chief operating officer Adam Bain will manage the media and HR teams on an interim basis.
The overhaul arrives as Dorsey — who returned as CEO in June to Twitter — attempts to ignite increase in the social network. The base of typical monthly active users of the company’s hasn’t grown fast enough to impress Wall Street. Twitter reported 320 million monthly users that were active last quarter, up from 316 million.

Meanwhile, the stock price of Twitter continues to drop. Ever since then, 68% have slumped.

Dorsey introduced new features like Minutes — pulling Twitter’s most famous stories together — to entice new users. Dorsey has also suggested at losing the service’s trademark 140-character limitation on tweets in favor of longer messages.