Twitter's New CEO Linda Yaccarino: All You Need to Know
A skillful advertising executive has been appointed to operate Twitter, the social media platform that the billionaire Tesla CEO has been in charge of since he captured it last year.
Linda Yaccarino will take over as the new CEO of San Francisco-based Twitter, now known as X Corp, according to an advertisement made by Elon Musk on Friday. Yaccarino's responsibilities, according to him, will mostly be focused on directing the company's business operations, freeing him up to concentrate on product creation and new technologies.
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Here are some facts about Yaccarino.
VETERAN AD EXEC
Yaccarino, 60, has been an executive in advertising for many years. She joined NBCUniversal in 2011 when Comcast and NBC were terminating their merger, and she handled the integration of the companies' ad sales systems. Her most recent position there was chairman of client relationships and advertising. She was in charge of all market strategy and advertising income for the entire broadcast, cable, and digital asset portfolio of NBCUniversal, which came to around $10 billion.
She worked at Turner Broadcasting System Inc. from 1996 until 2011 in a number of positions, including directing vice president and chief operations officer. She has previously held managerial positions at a number of media sales companies.
Mark DiMassimo, the founder and creative director of the advertising agency Digo, described her as "a marketer's leader."
He said, alluding to the position of chief marketing officer, "She speaks CMO and she understands what marketers need."
PUSHING BOUNDARIES
In order to better compete for advertising against social media companies and traditional media companies, Yaccarino has pushed the advertising industry for change on a number of fronts, Along with promoting a reduction in the reliance on Nielsen ratings for measurement and the introduction of a digital platform called One Platform that streamlines the purchase of advertisements across various media.
According to Brian Wieser of the strategic advising company Madison and Wall, "It's important to note that they built out a big team that has made a lot of innovative products and helped the growth that they've experienced." They have exerted considerable pressure on the industry in an effort to improve it.
According to Dave Campanelli, a chief investment officer of media purchasing company Horizon Media, "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 a brand safety perspective." "She knows what it will take better than anyone, and I think the real question for advertisers and customers is, will she have full authority to do all that, or will it just be more of the same (with Musk)?"
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BIOGRAPHICAL DETAILS
Yaccarino is the leader of the Taskforce on the Future of Work at the World Economic Forum. She and her husband, Claude Madrazo, reside in Sea Cliff, New York. She was certified by Pennsylvania State University in 1985. Matthew and Christian are their two kids.
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