Yongkang Ailant Industry&Trade Co.,Ltd.

Express persuaded me to visit one of their stores by sending me a $15 off coupon for my birthday. I got a simple pair of gold  earrings for about $2.
I noticed this interesting Twitter call out on the bottom my little shopping bag as threw it in my pursue.
I have a few questions about this social media call out:
1. Why should I follow your CMO on Twitter?
2. Why the CMO versus the brand or even a local store?
3. Why is she only worth placement on the bottom of your plastic shopping bag?
4. What is the overall strategy behind this social media call out on in store collateral?
I am sure there are specific answers to these questions and I will check out @ExpressLisaG. Maybe I’ll even follow her if she  has some good content or offers in her tweets.
I am interested because I am a digital dork; however, I wonder how many normal consumers will end up following Express’s CMO on  Twitter and how that impacts the brand and the company.