Dive Brief:

• Twitter has hired J.J. Hirschle away from this executive role overseeing media and entertainment advertising at Google to run the social media company's retail division.
• The move comes ahead of Twitter IPO, as the company looks to fortify its prospects for business growth.
• Hirschle is expected to start at his new role on Oct. 28.

Dive Insight:

Twitter wants to look like a company that will be profitable for investors as it goes public, and building out a retail division with an attractive name in change is one step toward doing that. The next step, of course, will be driving revenue associated with its retail division. That could be more difficult in the long run.