Linda Yaccarino is Twitter’s new CEO. AFP File Photo
Elon Musk on Friday confirmed top advertisement executive Linda Yaccarino as the new Twitter CEO. She will be replacing Musk in the role.
Yaccarino has worked at NBCUniversal for nearly 12 years — with her team generating more than $100 billion in ad sales since 2011, her company bio notes. According to LinkedIn, Yaccarino previously served as NBC’s chair for advertising and client partnerships and as president of cable entertainment and digital advertising sales. Prior to her time with NBC, Yaccarino worked at global entertainment company Turner for almost two decades.
Yaccarino interviewed Musk on a Miami stage last month in front of hundreds of advertisers.
Offline advertisers were critical for Musk and Twitter after many fled in the early months after his takeover of the social media platform, fearing harm to their brands in the ensuing chaos. Musk said in late April that advertisers had returned, but provided no details.
Yaccarino could help restore advertisers’ faith on Twitter, ad agency DiGo founder and creative chief Mark DiMassimo told AP. He noted that Yaccarino successfully integrated and digitized ad sales at Comcast and NBC — and that his track record of cross-selling ads across different platforms could appeal to Musk as he tries to transform Twitter from a social media company to a bigger media platform.
“If anyone can translate Musk’s vision into advantages for marketers, he will be able to do it,” DiMassimo said. “Even though there’s skepticism and all marketers live in the ‘show me’ state right now with regard to Twitter, if in fact she does go to Twitter this is a powerfully reassuring move.”
Musk has long insisted he is not the company’s permanent CEO. The Tesla billionaire said in a tweet Thursday that his role will transition to being Twitter’s executive chairman and chief technology officer.
In mid-November, just a few weeks after buying the social media platform for $44 billion, he told a Delaware court that he does not want to be the CEO of any company.
With input from AP
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