Twitter just tapped communications veteran Tracy McGraw to lead the social media platform’s consumer communications and media campaigns.

According to Variety, McGraw, who is known for her most recent work with Tyler Perry Studios,  will oversee PR for Twitter’s partner announcements, cultural events, and product launches. She will report to Brandon Borrman, the company’s VP of global communications, and will be based in New York.

“We couldn’t be luckier to have Tracy joining this team,” said Borrman in a statement, reports Variety. “Twitter plays a massive role in shaping the culture around the world, and Tracy is the perfect person to help us better tell those stories and deepen our connections.”

In her most recent work with Tyler Perry Studios, she created various production entities and media partnerships to amplify the vision and purpose of the studio during its grand opening in 2019.

McGraw — who got her start as a publicist for Lifetime Television before becoming a senior publicist at CBS Television — has worked at Viacom for more than two decades. She has also held senior communications positions at BET networks and VH1, managing multiplatform campaigns for original series which include “The Game,” “Being Mary Jane,” and “Real Husbands of Hollywood.”

The communications mastermind also launched and created publicity campaigns for award shows including “VH1 Divas,” “Hip Hop Honors,” “So Notorious,” and more.