When Elon Musk first confirmed in December that he would step down as CEO of Twitter in 2023, many of us arched an eyebrow. Musk fits a classic business profile of a person who loves to control and do things the way he wants. In mid-February he again assured us that he would step down as CEO this year, but we still didn’t believe him.
Well, it has happened. And, despite all the options we shuffled at Softonic (we must admit that Trump’s was perhaps too “optimistic”), the next person to lead Twitter is Linda Yaccarino, the one who (until now) was the top advertising manager at NBCUniversal Media.
“I’m pleased to welcome Linda Yaccarino as Twitter’s new CEO,” Musk stated on his Twitter account. “@LindaYacc will focus primarily on business operations, while I will focus on product design and new technologies. I look forward to working with Linda to transform this platform into X, the app for everything“.
Yaccarino had been president of global advertising and partnerships at NBCU since 2011. A talented professional, she oversaw the launch of NBC Peacock, the company’s streaming service not available in Spain, and championed the modernization of ad measurement technologies.
Rumors of Yaccarino’s selection as Twitter’s new CEO began Thursday, shortly after Musk tweeted that he had hired a new CEO and would start work in a few weeks. Although in that tweet Elon did not specify any names, The Wall Street Journal picked up in an article that the executive had been in talks to be Twitter’s new CEO. The following day, NBCUniversal announced that Yaccarino had resigned from her position.
With extensive experience in the advertising industry, Yaccarino could become the cornerstone of change (for the better) for Twitter, which once lost many of its advertisers after Musk’s arrival. The billionaire no longer knows what to do to monetize a platform that is falling apart, and his last big changes involved removing legacy verification marks and making it mandatory to subscribe to Twitter Blue to advertise on Twitter.
All that remains to be asked is: will Twitter really be able to change its new CEO or will Musk be in the shadows doing and undoing everything under his will? Only time will tell.
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