A former NBC head of advertising is expected to be the new CEO of Twitter as Elon Musk steps away from the top management role at the company.
NBCUniversal ad sales chief Linda Yaccarino is expected to be Musk's new appointee to lead Twitter, according to the Washington Post. Yaccarino worked at NBC for more than a decade and led its efforts to expand advertising, including the launch of the streaming service Peacock. Musk announced Thursday that he had chosen a CEO and that she would be starting in six weeks.
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Yaccarino resigned from her role at NBCUniversal on Friday.
Yaccarino was the chairman of global advertising and partnerships for NBCUniversal, according to its website. She oversaw a team of over 2,000 workers and focused on generating more than $100 billion in ad sales. This included establishing partnerships with several Big Tech companies, including Apple, Snapchat, and Twitter.
Yaccarino graduated from Penn State University with a bachelor's in telecommunications in 1985. She previously worked with Turner Broadcasting to manage its advertising for decades before moving to NBC in 2012.
Musk maintained that Twitter's "commitment to open source transparency and accepting a wide range of viewpoints remains unchanged."
The company is struggling to develop revenue after Musk's takeover, which led to the withdrawal of many advertisers. The company's revenue is expected to fall by 28% in 2023, according to analysts at Insider Intelligence.
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Twitter has been molding itself to fit Musk's vision for "X," an everything app he intends to launch using Twitter's framework. Musk launched encrypted private messages on Thursday but limited the feature only to those who pay for the premium service Twitter Blue. The app will also allow users to call others. The company filed paperwork in November 2022 with the Treasury Department to allow it to use the financial technology required to process online transactions. Musk has also voiced an interest in creating a dating app on Twitter.
Musk had praised the Chinese social app WeChat before and expressed an interest in making a similar app in the United States.