Bemnet Yemesgen, an Ethiopian, named head of Creative Strategy and Brand Identity at Twitter

Bemnet Yemesgen, part of the Ethiopian diaspora in the US, has joined Twitter to take over the newly created position of Global Head of Creative Strategy and Brand Identity. Yemesgen moves to Twitter from Discord, where he had been the Creative Director from April 2020.

In his new role, Yemesgen will oversee the Twitter Creative Studio, leading a global team responsible for honing, shaping and designing the micro news site’s brand and how it shows up on the platform, in the company and around the world.

(TOP: Bemnet Yemesgen).

In terms of hierarchy, Yemesgen will report to Beverly Jackson, the firm’s VP of Brand and Consumer Marketing.  Jackson said in a statement: “Bemnet is a creative and strategic brand leader who ‘gets Twitter.’ He’s a creator at heart and is exactly who we have been looking for to round out the marketing leadership team. I’m confident he will take Twitter branded content and experiences to the next level, including products like SpacesCommunitiesTwitter Blue and more.”

According to Adweek, Yemesgen worked on Discord’s recent rebrand and integrated its “Imagine a Place” campaign. He has also worked with brands including Adidas, Nike Foundation’s Girl Effect, and USA Today.

Commenting on his new career move, Yemesgen said in a statement: “I’m thrilled to join the Twitter family and extremely excited to contribute to Twitter’s mission of serving the public conversation. Twitter’s impact is truly global and has given everyone the power to create and share ideas and information instantly without borders and barriers. I’m deeply passionate about the platform and the role Twitter plays in our daily lives, and I look forward to crafting engaging content and experiences that will continue to extend the brand’s impact globally.”

According to his professional biography, Yemesgen began his career journey in the creative industry in 2004 as freelance graphic designer before moving to Ziba Design as a Creative Producer in early 2006. From here, he joined Adidas in 2008 where he would hold various roles before rising to the position of Digital Brand Manager in early 2011. After his 5-year stint at Adidas, Yemesgen moved to the news publishing industry, becoming the Associate Creative Director at USA Today.

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