Expanding Twitter's Advertising Ecosystem: The Twitter Marketing Partners Program

 
 

It all started when…

Twitter's Ads API provides developers access to Twitter's advertising platform, allowing them to build innovative solutions for marketers. The Twitter Marketing Partners (TMP) program is an ecosystem of specialized partners that caters to the needs of diverse advertisers. This program is designed to expand the number of valuable partners on the TMP ecosystem and drive revenue for Twitter by addressing advertiser needs and enhancing product offerings. Under Thaisa’s leadership, the TMP program saw a 140% growth in 2 years, outpacing previous 5-year growth by 61%.

 

thaisa’s ROLE

  • Successfully wrote technical requirements and effectively managed a large network of over 3,000 developers and 60 Twitter Marketing Partners to align with business goals and objectives.

  • Led large-scale business plans and transformations for the platform team of 25 people, resulting in significant impact on Twitter's ad spend. Contributed to the Ads API's success, as it influenced 70% of total ad spend and processed over $2.5 billion in transactions in 2022.

  • Proactively identified and implemented scalable ways to source new partners and educate future partners about the Twitter Marketing Partners program. Under Thaisa's leadership, the TMP program saw a 140% growth in 2 years through cross-functional collaboration and acting as a consultant to educate future partners.

  • Took on a critical role in Q1 of 2021, launching a new web property for the TMP program, migrating them from partners.twitter.com to business.twitter.com, successfully streamlining and improving the partner experience.

RESULTS

  • 140% Growth of the Twitter Marketing Partners program in just 2 years, outpacing the previous 5-year growth of 79%.

  • Achieving first-ever Performance Agency partner status, which generated $89 million in revenue in 2021.

  • Development of a comprehensive TMP Narrative, shared with over 60 external stakeholders, to clearly communicate the program's value proposition.

  • 33 million views on the newly launched business.twitter.com page, a 120% increase from 2021.

  • 26% was the share of US ad spend by Retail in 2021, the largest of any vertical according to Digital Commerce, Internal Data, Twitter Research. Thaisa helped to recognize 14 Dynamic Product Ads & Feed Management partners by Q4 2022, furthering the reach of the program.