Linda Yaccarino, a former NBCUniversal marketing executive, is set to become the CEO of Twitter, taking over from Elon Musk. Yaccarino recently announced the hiring of Joe Benarroch, a former NBCU executive, to join her at Twitter. She hinted at starting her new job soon with a tweet about the New York skyline, indicating a move from the Bay Area to San Francisco where Twitter is headquartered. The New York Times and The Information reported that Yaccarino is expected to officially assume the role on Monday. Musk appointed Yaccarino to focus on the business operations of Twitter, aiming to revive the platform’s struggling advertising business. The decline in Twitter’s ad revenue and advertiser retention since Musk took over poses a challenge for Yaccarino.
Musk’s controversial tweets and policy decisions may pose difficulties in managing him. However, Musk will still retain significant control over Twitter as its owner and transition to the role of executive chairman. Yaccarino’s first day as CEO coincides with a Twitter Spaces livestream event hosted by Musk and featuring Robert F. Kennedy, Jr., a Democratic presidential candidate and anti-vaccine advocate.