Elon Musk has appointed Linda Yaccarino, former NBCUniversal advertising chief, as Twitter’s new CEO, as the social media company attempts to recover its ad revenue. Musk tweeted his excitement about Yaccarino’s appointment and stated that she will focus on business operations, while he focuses on product design and new technology.
Yaccarino’s experience in modernizing the advertising business at NBCUniversal is expected to aid Twitter in restoring order and changing its trajectory. While Musk aims to develop an “everything app,” Yaccarino’s selection suggests that digital ads will continue to be a core focus.
Musk has suspended users, launched a subscription feature called Twitter Blue, which had limited success, and lost advertisers, but he remains optimistic that Yaccarino’s appointment will turn the company around. Yaccarino’s exit from NBCUniversal follows NBCUniversal CEO Jeff Shell’s departure. Advertising President Mark Marshall will serve as interim chairman of NBCUniversal’s advertising and partnerships group.