Twitter has its replacement for former vice president of global media Ross Hoffman with BET’s Executive Vice President of digital media Kay Madati.

Madati is joining Twitter as head of content partnerships, and while Twitter would not comment on the hire, Andrew Wallenstein of Variety reported that he will lead efforts to keep media companies in the loop on sales and marketing opportunities with Twitter, including its Amplify offerings.

Hoffman left Twitter in May after seven years with the company, and he is now the Chief Business Officer at digital meditation platform Headspace.

This will not be Madati’s first social media rodeo: He joined BET in September 2014 after serving as head of entertainment and media on Facebook’s global marketing solutions team.

Prior to Facebook, Madati had been Vice President of audience experience at CNN Worldwide.

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