To me, Twitter is a cardiogram of the passion of the live moment. So I'm excited to announce I've joined the flock as Head of Commerce!
— Nathan Hubbard (@NathanCHubbard) August 27, 2013
Reporting to Twitter's global revenue head Adam Bain, Hubbard will be tasked with offering tools for retailers to sell products through tweets.
At Ticketmaster, Hubbard had overseen a $75 million overhaul of the ticket site's online services. Hubbard, a musician himself, was in charge of acquiring new business in realms like competitive sports. Since the exec has experience handling projects like this, Twitter felt it was a perfect fit for him to handle altering their business strategy to work with retailers instead of competing against them.
His reputation leading an unpopular firm could impact his efforts at the company. Price gouging and high fees were some of the frequent criticisms he had at Ticketmaster. If this is Twitter's hope for preparing for an IPO, Twitter should be cautious.