“I am excited to welcome Linda Yaccarino as the new CEO of Twitter!” Musk wrote in a Friday tweet. He added that Yaccarino “will focus primarily on business operations” while Musk will stay closely connected to product design and new technology.Before that announcement, NBCUniversal said Friday that Yaccarino would step down immediately as chairwoman for global advertising and partnerships.
Mark DiMassimo, founder and creative chief of ad agency DiGo, said Yaccarino successfully integrated and digitised ad sales at Comcast and NBC — and that her track record of cross-selling ads across different platforms could appeal to Musk as he tries to transform Twitter from a social media company to a bigger media platform.
“If anyone can translate the Musk vision into advantages for marketers she’ll be able to do it,” DiMassimo said Friday, prior to Musk’s confirmation. “Even though there’s scepticism and all marketers live in the ‘show me’ state right now with regard to Twitter, if in fact she does go to Twitter this is a powerfully reassuring move.”
Musk’s policy changes have led to divisions among users, some who have left the platform. There was more of that on Friday, but from some of Musk’s most boisterous supporters.