The new CEO for Twitter will be NBCUniversal’s Linda Yaccarino, an executive with deep ties to the advertising industry, Elon Musk reportedly confirmed.
“I am excited to welcome Linda Yaccarino as the new CEO of Twitter!” Musk wrote in a Friday tweet. He added that Yaccarino “will focus primarily on business operations” while Musk will stay closely connected to product design and new technology.
NBCUniversal said Friday before the announcement that Yaccarino would step down immediately as chairwoman for global advertising and partnerships.
Musk, who bought Twitter last fall and has been running it since, has long insisted that he would step down as top executive at the company, which is now called X Corp.
With deep roots in the advertising industry, Yaccarino could be an anchor in Twitter’s future.
Yaccarino successfully integrated and digitized ad sales at Comcast and NBC where she worked for nearly 12 years with her team generating more than US$100 billion in ad sales since 2011.
With Musk’s efforts to transform Twitter from a social media company to a bigger media platform, Mark DiMassimo, founder and creative chief of ad agency DiGo was reported saying that Yaccarino’s track record of cross-selling ads across different platforms could appeal to Musk and added
“If anyone can translate the Musk vision into advantages for marketers she’ll be able to do it,” DiMassimo said Friday, prior to Musk’s confirmation.
Last month, Yaccarino interviewed Musk on a Miami stage in front of hundreds of advertisers.
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