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Twitter overhauling global content partnerships group

Twitter Inc. is overhauling its global content partnerships group as part of plans to enable "increased efficiency around the world and better align with our global strategy and vision," Variety reported June 4, citing an internal memo by Kay Madati, Twitter's global head of content partnerships.

Under the new structure, the global content partnerships team will be run by executives for five regions: the U.S.; Latin America/Canada; Europe/Middle East/Africa; Japan/South Korea; and Asia-Pacific. The regional heads will report to Madati.

Also, the company folded the live-video business unit into the regional structure. As part of the changes, Laura Froelich was named as new head of U.S. partnerships. Froelich previously served as global director of sports partnerships. David Grossman, formerly Twitter's global head of entertainment, will now lead U.S. entertainment.

Peter Greenberger, former head of global news at the microblogging service, is exiting the company. In addition, Todd Swidler, whom Twitter hired to lead the live-video group one year ago, is also leaving the company. The lead members of the live-video team will now be part of the content partnerships group.

As part of the broader restructuring, Twitter is looking to hire a head of global live program management to oversee a centralized team focused on live-video operations as well as Twitter's Live Brand Studio for livestreaming branded content campaigns.

Twitter plans to recruit heads for U.S. sports and news, and the company plans to hire new executives to strike live-programming deals in international markets as well.

Theo Luke will serve as interim head of Europe, the Middle East and Africa; Christopher Doyle was named interim head of Latin America/Canada; and Jennie Sager will serve as interim head of Asia-Pacific and Japan/Korea.