Twitter is shaking up its top leadership. The first step came as a leader in consumer products Kayvon Beykpour announced on Twitter that current CEO Parag Agrawal “asked me to leave after letting me know he wants to steer the team in a different direction.”
Bruce Falck, the general manager of sales and head of product for the business side, confirmed in a (now deleted) tweet that he was also fired by Agrawal.
You have had such a huge impact. I have so much respect and admiration for what you have accomplished and am so pleased to have had the opportunity to work closely with you over all these years.
— Parag Agrawal (@paraga) May 12, 2022
Thank you for all you have done for Twitter – your impact will be felt for a long time, by many people. Personally, it was so wonderful to see how you have always led with your heart, with unwavering focus and a deep concern for our teams.
— Parag Agrawal (@paraga) May 13, 2022
Now, Jay Sullivan, with whom we spoke in March about Twitter’s plans to add 100 million daily users, will take over both head of product and interim head of revenue. These moves are happening at the same time as Elon Musk is moving forward with his $44 billion purchase of Twitter, though he hasn’t taken ownership of the company yet.
In a memo to employees obtained by: The edgeAgrawal wrote: “At the beginning of the pandemic in 2020, the decision was made to invest aggressively to achieve major growth in audience and revenue, and as a company we have not reached any intermediate milestones that enable confidence in these goals. “
Twitter spokesman Adrian Zamora confirmed the changes, saying in a statement to: The edge“We can confirm that Kayvon Beykpour and Bruce Falck are leaving Twitter. Jay Sullivan is the new GM of Bluebird and interim GM of Goldbird. Starting this week, we’re on a hiatus for most hires and additions, except for mission-critical positions. We are reducing non-wage costs to ensure we are responsible and efficient.”
As a product leader and, most recently, consumer GM, Beykpour has led the development of many of its biggest features and design changes in recent years. It’s a surprising change: Agrawal just reorganized its executive team a few months ago with the departure of Twitter’s design and engineering leaders, leaving Beykpour at the top of consumer products.
The truth is, this is not how and when I envisioned leaving Twitter, and this was not my decision. Parag asked me to leave after letting me know he wants to steer the team in a different direction.
— Kayvon Beykpour (@kayvz) May 12, 2022
Beykpour has been with Twitter since 2015 after it acquired Periscope, the live streaming company he co-founded. As Twitter folded Periscope’s live streaming features into its main app, Beykpour transitioned to the larger company, becoming the head of consumer product in 2018, overseeing an unusually prolific period of feature launches in the years that followed. Periscope was finally shut down last year.
I dedicate this Tweet to those engineers and thank you ALL for the opportunity to serve alongside you. It’s been great. There’s a lot more to do so get back to work, can’t wait to see what you build #TIF
— bruce.falck() (@boo) May 12, 2022
In its own threadBruce Falck thanked the engineers he’d worked with, saying, “When all’s said and done, it’s the work that counts: We’ve significantly upgraded our ad serving, forecasting, analytics, attribution, billing, API, and many more systems to improve of our reliability and scalability.”
While Falck’s work is less visible to users than Beykpour’s, he’s popping up in the news about Twitter’s changes in the way it serves ads and reports that it would investigate subscriptions to reduce its reliance on ad revenue. It’s also worth noting that Casey Newton reported that Falck’s backyard hosted an informal meeting between Beykpour and Instagram head Adam Mosseri that was part of the process where Instagram finally supported image previews for his links on Twitter.
Update May 12, 1:55 PM ET: Details added from the memo obtained by The edge and statements from Twitter PR.
Update May 12, 8:37 PM ET: Added tweets from Parag Agrawal.