Elon Musk Unveils Linda Yaccarino As New Twitter CEO

Tesla CEO and Twitter owner, Elon Musk, has named Ms Linda Yaccarino as the new chief executive officer (CEO) of the microblogging site.

Yaccarino is the former advertising chief at NBCUniversal.
She will resume work at the social media platform in about six weeks.

The confirmation came after NBCUniversal said Ms Yaccarino was leaving “effective immediately”, after 12 years with the media company.

Musk had posted on Thursday night that he had found a new CEO for Twitter but did not reveal the identity.

Musk, who bought the social media platform last year for $44bn, had been under pressure to find someone else to lead the company and refocus his attention on his other businesses, which include electric carmaker Tesla and rocket firm SpaceX.

Musk said he would remain involved at Twitter as executive chairman and chief technology officer.

At NBCUniversal, Ms Yaccarino oversaw roughly 2,000 people, and was involved with the launch of its streaming service.

According to BBC, Ms Yaccarino joined the company in 2011, after 15 years at Turner Entertainment and has been credited with bringing the network’s ad sales operation into the digital future.

She will bring to Twitter a rich background in advertising, which the social media company relies on to make money and which has dropped sharply since Mr Musk’s takeover.

“If Twitter are looking to monetise better than they have been, then that would be the place to start and Linda would be the ideal person to make that happen,” said Claire Atkinson, chief media correspondent at Business Insider, who has followed Ms Yaccarino’s career for two decades.

“She’s the kind of person that I can imagine Elon Musk needs,” Ms Atkinson added. “She won’t be rolled over.”

Many big companies halted their spending on Twitter in the weeks after Mr Musk took charge, concerned about how their brands might be affected by changes he was making.

Musk immediately fired thousands of staff, including people who had been tasked with dealing with abusive posts.

He has also overhauled the way the service authenticates accounts, charging for blue ticks in a move critics said would facilitate the spread of misinformation.

Mr Musk has acknowledged “massive” declines in revenue, though he told the BBC last month that companies were returning.

At an advertising conference last month, where Ms Yaccarino interviewed Mr Musk, she reminded him of the challenges he faced winning the industry’s trust.

“The people in this room are your accelerated path to profitability,” she said. “But there’s a decent bit of sceptics in the room.

“There’s people who cannot separate, they’re challenged by separating, the man, his opinions and the microphone he now owns.”

Ms Yaccarino’s departure had appeared to take NBCUniversal by surprise. On Thursday the firm had told news outlets that she was busy preparing for an upcoming conference.