- Elon Musk announced that a woman would be the new CEO of Twitter, but did not reveal her identity.
- According to The Wall Street Journal, Linda Yaccarino, head of publicity for NBCUniversal, would be ready to take over.
- If this is so, Yaccarino would face the challenge of attracting the advertisers that have historically been Twitter’s biggest investors.
This Thursday, Elon Musk said that he had already decided who would be the new CEO of Twitter. Without giving the name, he said that she will be a woman.
Less than 24 hours from the announcement (half), The Wall Street Journal publish that it would be all set for Linda Yaccarino, head of Advertising for NBCUniversal, to take the reins of the blue bird’s social network.
Yaccarino is NBCU President of Global Advertising and Partnerships, company where he has been for more than 10 years.
In that role, he’s been instrumental in helping his company find better ways to measure advertising effectiveness. Especially, led the launch of the company’s ad-supported streaming service Peacock.
In a Thursday tweet, Musk said he had hired a new CEO, did not say who he was, clarifying: “It will start in 6 weeks.”
The announcement came just days before one of the biggest days of the year for NBCUniversal: the company’s annual launch event for advertisers known as “Upfront,” which will take place on Monday, May 15, in New York.
Neither Yaccarino nor Musk confirmed the WSJ preview.
Who will be the new CEO of Twitter?
After Musk took to Twitter in November 2022, a large number of advertisers stopped investing in advertising fearing that the Tesla founder would weaken content moderation or because of the uncertainty that hung in the air about the path the firm would take. with the new leader.
He WSJ He says that in recent months, some brands have resumed their investments in Twitter, but that others are still waiting for a better context.
Yaccarino, if he takes over as the US media outlet assures, will face the immediate challenge of attracting advertisers who, historically, have been the company’s big investors.
In 2021, the year before Musk took Twitter private, advertising accounted for nearly 90 percent of the firm’s revenue.
Twitter’s revenue and adjusted earnings fell about 40 percent year-over-year in December and Musk said last month that Twitter “could be cash flow positive” this quarter.
According to data from Sensor Tower, of the hundred of the main advertisers on Twitter before Musk landed, 40 did not spend anything on advertising in the first quarter of this year.
In parallel, another 25 companies reduced their investments in ads on Twitter by 80 percent.
At NBCUniversal, Yaccarino oversees approximately $13 billion in annual advertising revenue and is known for her good relationship with marketers and ad agencies.
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