Twitter hires former Apple PR Executive!

Endaba Group

Twitter CEO Jack Dorsey in typical fashion tweeted the news, following much speculation, that Natalie Kerris, longtime Apple PR executive who helped launch products from the iPod to the Apple Watch, is their new Vice President of Global Communications. She is replacing Gabriel Stricker, who left in July for Google. Kerris’ hire comes at an important time, as Twitter is facing one of its longstanding challenges – what is the company’s purpose?