The 57-year-old, who is one of the most outspoken CEOs on social media, caught Twitter’s eye with his social savviness. The company chose to highlight Legere because he paved the way for other CEOs on social media by mixing personal and professional tweets in a way that humanizes the T-Mobile brand, a personal familiar with the matter told Quartz.

Selfies from the grocery aisle, cat GIFs, and profanity-laced video responses are not what you’d expect to find in tweets from the head of the US’s third-largest wireless carrier. But they’re among Legere’s specialities.

He’s a rarity among CEOs—known for tweeting back-and-forth directly with customers and fielding service questions and complaints. The rabble-rouser also stirs things up with larger rivals AT&T and Verizon on the social network, and has gotten into public tiffs with politicians such as Republican presidential candidate Donald Trump.

He’s so active on Twitter—averaging 16 tweets a day during the three years that he’s been active on the social network—that he places the same stock on social communications as he does the company’s SEC filings, conference calls, and presentations.

Legere took to Twitter on Monday to tout the honor, and rub it in his rivals’ faces.

He was also spotted on Sunday (March 28) sporting a pink hoodie with the emoji.

Updated on Mar. 28 at 2pm EST: This post was updated to include details on why Twitter chose to highlight Legere and clarify that Twitter has created emojis of other individuals as part of promotions and partnerships.

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