Twitter has poached former YouTube exec Baljeet Singh as a product director, reports The Verge. Singh is tasked with helping the company monetize video content as the social network struggles to become profitable. He was previously the product director and global head of partnerships for education and family at YouTube, according to his LinkedIn profile. He’ll report to Kevin Weil, VP of product for revenue at Twitter.
According to The Verge, his new gig will involve:
- Making it easier for Twitter users to find and watch videos
- Adding more video to Twitter by forging partnerships with [content] creators
- Selling more ads against those videos using Twitter’s Amplify program
Perhaps Singh can bring the same revenue-generating magic that YouTube seems to have to his new employer.