Twitter has brought on its first-ever global director of culture and community, God-is Rivera. As global director of culture and community, Rivera will report to Global Head of Culture, Engagement and Experiential Nola Weinstein. Rivera previously led internal diversity and inclusion efforts at VMLY&R, a digital and creative agency.
“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 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 percent of U.S. adults who identify as black use Twitter, while 24 percent of white-identified adults and 20 percent of Latinx-identified adults in the U.S. use Twitter, according to a March 2018 survey from Pew Research Center.
At Twitter, the plan is for Rivera to “better serve and engage communities” on Twitter through the company’s brand marketing, campaigns, events and other experiences. Internally, Rivera will be tasked with ensuring Twitter’s campaigns and programs are inclusive and “reflective of the communities we serve,” according to Twitter’s press release. Externally, Rivera will be responsible for developing relationships and programs with content creators, community leaders, brands and more — similar to the one with HBO’s Insecure.
Here’s the internal note Weinstein sent to Twitter employees earlier today:
I am so excited to welcome @GodisRivera to the team as Twitter’s new Global Director of Culture & Community. She captivated us at #OneTeam with her enlightening presentation on #BlackTwitter and we are thrilled that she will now be bringing her passion and perspective inside.
In this newly created role, 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. This will come to life through Twitter’s brand efforts, campaigns, events and experiences. She will help ensure that our programs are connective, inclusive and reflective of the communities we serve. You can imagine more efforts that engage and excite our communities like #HereWeAre, #NBATwitter, thoughtful tweetups, etc.
God-is’ deep expertise in marketing and social strategy, cultural understanding and ability to elevate and connect communities makes for a rare and incredibly powerful combination. She was previously Director, Inclusion and Cultural Resonance at VMLY&R, where she led internal diversity efforts to fuse the importance of internal culture and representation to creative work outputs. In 2018, God-is was named an Ad Age “Woman to Watch” and Adweek “Disruptor” for continuing to fight for representation and equity in the advertising industry. She currently resides in New York, NY with her husband and daughter.
On a personal note, I have had the pleasure of spending time with God-is at #HereWeAre, #Influence, and #OneTeam and her energy, passion and positivity are infectious. I know her presence will make a difference and am excited by all that the culture & experiential team will create together.
God-is will start on November 12th and will be based in NYC reporting to me.
Please join me in welcoming her to the flock!
Thrilled to welcome @GodisRivera to the team as Twitter's new Global Director of Culture & Community. Her deep marketing, cultural, and social expertise makes for a rare and powerful combination that will help us to enhance our connection to the voices and communities we serve. pic.twitter.com/QrffBrnPJh
— Nola Weinstein (@NolaBeth) November 2, 2018