New boss moves! 

BET’s executive VP of digital media, Kay Madati, has been named Twitter’s head of content partnerships!

The announcement was, of course, made with a tweet:

Madati will be taking over for Ross Hoffman, who previously lead the media team, Variety reports.

Madati may have a few more responsibilities than Hoffman had, however.

The ex-BET exec is being brought in during a hard time for Twitter. Less than stellar user numbers have made it difficult for the social media company to pull in new investors during recent quarters, and company leadership is looking for new ways to bridge that gap.

One of the ways the company hopes to start bringing in more money is through its Amplify advertising product, an ad system that works in a manner similar to Google's YouTube ads.

Madati will be in charge of Amplify, and will be responsible for overseeing outreach to media companies for sales and marketing opportunities.

Hailing from Tanzania according to Forbes, Madati has a healthy balance of entertainment-based media and social media experience in his background.

Before BET, he served as Facebook’s head of entertainment and medial global marketing solutions. At Facebook, Madati packaged ad-sales opportunities for networks and studios.

In 2014, Madati became chief digital officer at BET where he led all of the entertainment company’s digital, social and mobile strategies. He also supervised operations, content creation, technology and product development throughout BET's digital platforms.  

And if you weren’t already impressed with his resume, Madati also served as CNN Worldwide’s VP of audience experience, where he helped insert social media into the network’s daily programming. Additionally, he has marketing and operations experience at Octagon Worldwide and BMW of North America.

Congrats to, Kay Madati! With that extensive background, we’re sure he’s going to kill it at his new role!

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