Communications of the ACM
Twitter Taps NBC Ad Chief to Take Over as CEO From Musk
NBCUniversal advertising chief Linda Yaccarino is taking on the chief executive officer post at Twitter, succeeding Twitter owner Elon Musk.
Credit: Yahoo! Finance
NBCUniversal advertising chief Linda Yaccarino is taking the helm at Twitter, where she will confront an exodus of marketers who've left the social-media platform since Elon Musk took over.
NBCUniversal announced her departure on Friday morning, effective immediately. The move sets the stage for her to join Twitter as chief executive officer, said a person familiar with the situation who asked not to be identified because the information isn't public. Without naming Yaccarino, Musk said in a tweet on Thursday that he had chosen a new CEO who would begin in six weeks and that he is shifting into the role of chief technologist at the company.
Yaccarino may be in a unique position to deal with the fallout from Musk's takeover of Twitter last year. Despite a slight uptick in daily users since early 2022, Twitter's revenue has fallen by 50% since October as a result of a "massive decline" in advertising, Musk said in March. At NBC, Yaccarino helped launch the ad-supported streaming service Peacock and has led partnerships with a variety of tech companies, including Snapchat, YouTube, and, of course, Twitter.
"She's probably just what Elon needs to establish trust among advertisers," said Martin Sorrell, chairman of S4Capital Plc and former CEO of WPP Plc. "She's going go to have to do something to make sure that everything is hunky-dory from an operations standpoint."
From Yahoo! Finance
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