Leslie Berland has been named as Twitter’s new chief marketing executive. Hailing from the financial sector, Berland was Executive Vice President, Global Advertising, Marketing & Digital Partnerships at American Express. She brings expertise in working with a global team to create marketplace demand and driving commerce worldwide. Her connection and tie-in to the financial world will likely be instrumental in allowing Twitter to build a bridge with institutions that can benefit from the reach of the micro-blogging social network.

Berland handled advertising, media, sponsorships, brand identity, content and digital partnerships while at AmEx, allowing the company to forge successful partnerships with companies including Apple, McDonald’s, Uber, TripAdvisor, VeriFone, Samsung, Foursquare, Facebook, Jawbone and Google.

The announcement follows a rough weekend for the company, when five confirmed key company executives exited the company. Berland may be in for a rough ride, but her previous experience at AmEx and working in other roles in PR and communications will be instrumental for the company and in the challenges that lie ahead.