Elon Musk is welcoming a veteran ad executive to the helm of Twitter, the social media site the billionaire Tesla CEO had been running since he bought it last fall.
Musk announced Friday that he’s hiring Linda Yaccarino to be the new CEO of San Francisco-based Twitter, which is now called X Corp. He said Yaccarino’s role will be focused mainly on running the company’s business operations, leaving him to focus on product design and new technology.Yaccarino, 60, has worked as an advertising executive for decades. She came to NBCUniversal in 2011, just as Comcast was completing its merger with NBC, and oversaw integrating the companies’ ad sales platforms.
Before that, she held a variety of roles at Turner Broadcasting System Inc. from 1996 to 2011, including executive vice president and chief operating officer. That was after she held management positions at several media sales outlets.“She speaks CMO and she understands what marketers need,” he added, referring to the role of chief marketing officer.
“It’s worth noting that they built out a big team that’s made a lot of innovative products and supported the growth that they’ve experienced,” said Brian Wieser of strategic advisory firm Madison and Wall. “They’ve been pushing the industry on a lot of fronts, you know, trying to make it better.” “I think that first and foremost, she’ll bring to Twitter an understanding of what advertisers need to see to get back on the platform from the brand safety perspective,” said Dave Campanelli, chief investment officer of media buying firm Horizon Media. “She knows better than anyone what it’s going to take and I think for advertisers and buyers, the question really is, is she going to have free rein to do all that or is it going to be just the same old, same old .
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