Working with a brand like Twitter is like a box of chocolates—you never know what you’re going to get! To a marketer, this can be terrifying, yet on the other side of that, it keeps you on your toes, creates an exciting atmosphere, and teaches you how to get comfortable with fluid conversations and continue moving forward.

In this episode of The Marketer’s Journey, I chat with Laura Pearce, Head of Marketing in Canada at Twitter about her exciting career journey, the many different paths of Twitter’s customer journeys, and how to embrace a culture of change.

Key takeaways from this episode:

• If a channel like Twitter is used for multiple purposes (generating acquisition, driving pipeline, marketing, customer service, etc.), we need to think not just about how we define the channel, but more importantly, how we define who is responsible for the channel.

• As marketers, we always need to make sure we’re joining the conversation rather than just trying to make the conversation about us.

• Communication strategies, whether with your staff, your customers, or even your kids, are so important for setting reasonable expectations and empowering people to make their most informed decisions.

Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!