Twitter has brought on Natalie Kerris, the former Apple PR exec who helped launch products from the iPod to the Apple Watch, as its new vice president of global communications. Twitter CEO Jack Dorsey tweeted out the news this morning, following speculation that Kerris was in the running for the position last month. It's a big hire for Twitter, especially at a time when one of its biggest challenges remains explaining what the company's purpose actually is. Kerris will replace Gabriel Stricker, who left in July and is now at Google.

Kerris left Apple in April last year, announcing plans to retire. A year earlier, her name had been thrown around as one of two people who may take over Apple's communications team after its leader departed. Ultimately, the position went to another Apple PR vet; Kerris departed about a week later.