Ms Yaccarino had been in talks for the job earlier than NBC introduced her departure at the moment.
Former NBCUniversal promoting chief Linda Yaccarino will develop into Twitter’s new CEO, present chief govt Elon Musk mentioned on Friday in a tweet.
“I’m excited to welcome Linda Yaccarino as the brand new CEO of Twitter!” Musk mentioned. “@LindaYacc will focus totally on enterprise operations, whereas I give attention to product design & new expertise.”
I’m excited to welcome Linda Yaccarino as the brand new CEO of Twitter!@LindaYacc will focus totally on enterprise operations, whereas I give attention to product design & new expertise.
Looking ahead to working with Linda to remodel this platform into X, the every little thing app. https://t.co/TiSJtTWuky
— Elon Musk (@elonmusk) May 12, 2023
Yaccarino modernized the Comcast Corp leisure and media division’s promoting enterprise and had been in talks for the job earlier than NBC introduced her departure Friday morning.
Since Musk acquired Twitter in October, advertisers have fled the platform, nervous that their advertisements may seem subsequent to inappropriate content material after the corporate misplaced almost 80% of employees. Musk earlier this yr acknowledged that Twitter suffered an enormous decline in advert income.
Twitter’s “trajectory will instantly take a 180-degree flip” underneath her management, mentioned Lou Paskalis, a long-time advert trade govt and CEO of AJL Advisory, a advertising and marketing consultancy.
Musk axed 1000’s of staff, rushed the launch of a subscription product that allowed scammers to impersonate main manufacturers and suspended customers with whom he disagreed.
“I believe (Yaccarino) has climbed each mountain she may at NBCU and did it impeccably properly. And there is no higher problem than restoring order at Twitter,” he mentioned.
Yaccarino couldn’t be reached for remark.
Her exit is one other massive blow to NBCUniversal. Last month, NBC guardian Comcast mentioned NBCUniversal CEO Jeff Shell was leaving after acknowledging an inappropriate relationship with a girl within the firm, following a grievance that prompted an investigation.
Advertising President Mark Marshall will step in as interim chairman of NBCUniversal’s promoting and partnerships group. Marshall was named president of advert gross sales and partnerships in 2018, overseeing NBC’s broadcast leisure, sports activities and superior promoting gross sales.
Yaccarino’s exit comes at a troublesome time for NBCUniversal, which is getting ready for its annual upfront presentation to advertisers on Monday at Radio City Music Hall.
Yaccarino joined NBCU in 2011, after 15 years at Turner Entertainment, and has been credited with taking the community’s advert gross sales operation into the digital period.
As broadcast tv audiences migrated to streaming, she took to the stage at Radio City Music Hall final yr to inform advertisers their model messages weren’t an afterthought. She mentioned NBCUniversal integrated advertisements in its Peacock streaming service from the outset.
“Twitter wants credibility with the promoting group,” mentioned Greg Kahn, chief govt of GK Digital Ventures media consultancy. “Linda has demonstrated her belief, her modern nature of bringing new companions to the desk and a deep bench of relationships.”
Musk, the CEO of electrical automobile maker Tesla, accomplished his buy of Twitter in October for $44 billion. He mentioned in December that he would step apart as CEO as soon as he discovered “somebody silly sufficient to take the job.”
On Thursday, Musk tweeted that he had discovered a CEO with out naming Yaccarino. One individual near Yaccarino mentioned Musk’s tweet might properly have accelerated the timetable for her to affix Twitter, which might be a balm to Tesla shareholders.
Shares of Tesla have been down 1.3% on Friday, as analysts commented {that a} CEO rent would permit Musk to focus on the EV enterprise. Comcast shares have been little modified.
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