NEW YORK — Elon Musk is welcoming a veteran advert government to the helm of Twitter, the social media web site the billionaire Tesla CEO had been working since he purchased it final fall.

Musk introduced Friday that he’s hiring Linda Yaccarino to be the brand new CEO of San Francisco-based Twitter, which is now referred to as X Corp. He mentioned Yaccarino‘s role will be focused mainly on running the company’s enterprise operations, leaving him to give attention to product design and new know-how.

Here’s what to find out about Yaccarino.

VETERAN AD EXEC

Yaccarino, 60, has labored as an promoting government for many years. She got here to NBCUniversal in 2011, simply as Comcast was finishing its merger with NBC, and oversaw integrating the businesses’ advert gross sales platforms. There, her most up-to-date title was chairman, promoting and consumer partnerships. She oversaw all market technique and promoting income, which totaled almost $10 billion, for NBCUniversal’s total portfolio of broadcast, cable and digital belongings.

Before that, she held quite a lot of roles at Turner Broadcasting System Inc. from 1996 to 2011, together with government vice chairman and chief working officer. That was after she held administration positions at a number of media gross sales shops.

“She’s a marketer’s leader,” mentioned Mark DiMassimo, founder and inventive chief of advert company DiGo.

“She speaks CMO and she understands what marketers need,” he added, referring to the function of chief advertising and marketing officer.

PUSHING BOUNDARIES

Yaccarino has pushed the advert business for change on a number of fronts, together with advocating for relying much less closely on Nielsen rankings for measurement, and introducing a digital platform referred to as One Platform that makes it simpler to purchase adverts throughout quite a lot of completely different media in an effort to raised compete for adverts towards social media corporations and conventional media corporations.

“It’s worth noting that they built out a big team that’s made a lot of innovative products and supported the growth that they’ve experienced,” mentioned Brian Wieser of strategic advisory agency Madison and Wall. “They’ve been pushing the industry on a lot of fronts, you know, trying to make it better.”

“I think that first and foremost, she’ll bring to Twitter an understanding of what advertisers need to see to get back on the platform from the brand safety perspective,” mentioned Dave Campanelli, chief funding officer of media shopping for agency Horizon Media. “She knows better than anyone what it’s going to take and I think for advertisers and buyers, the question really is, is she going to have free rein to do all that or is it going to be just the same old, same old (with Musk).”

BIOGRAPHICAL DETAILS

Yaccarino serves as chairman of the World Economic Forum’s Taskforce on the Future of Work. A 1985 graduate of Pennsylvania State University, she lives in Sea Cliff, New York, along with her husband, Claude Madrazo. They have two youngsters, Christian and Matthew.

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