In a surprising move, Elon Musk, the billionaire entrepreneur, has announced that Linda Yaccarino, NBC Universal's head of global advertising, will assume the role of Chief Executive Officer at Twitter.
This development, announced on Friday, May 12, comes as Musk plans to maintain a senior position within the social media platform. Musk said that Yaccarino, 60, an American media executive, would start in six weeks.
"Looking forward to working with Linda to transform this platform into X, the everything app," Musk wrote on Twitter, confirming the decision a day after writing that he had found a new boss without revealing their identity.
Musk's decision to appoint Yaccarino as the new CEO comes after his controversial and unpredictable tenure since acquiring Twitter for $44 billion in October 2022.
Reports indicate that Yaccarino was raised in an Italian-American family, with a father who was a police officer and a mother who never went to college.
After graduating from Penn State, she worked at Turner Entertainment for 15 years before joining NBCUniversal, where she managed roughly 2,000 people, and was involved with the launch of its streaming service.
Her work has been marked by close collaborations with big brands, finding opportunities for product placement and convincing them to advertise alongside television shows - even ones with a reputation for edgy content, such as Sex and the City when it first launched.
She has also built relationships in new media with the likes of Apple News, Snapchat and YouTube.
A 2005 profile in an industry publication portrayed her as a busy, married mother-of-two children, then aged 13 and 9.
By passing the torch to Yaccarino, Musk aims to bring stability and expertise to the company's leadership.
While Yaccarino assumes the role of CEO, Musk clarified in a tweet that he will continue to play a prominent role at Twitter. He specified that Yaccarino will oversee business operations, allowing him to concentrate on product design and new technology. Prior to this announcement, Musk had also hinted at his transition to the position of executive chair.
Yaccarino brings a wealth of experience to her new role. A graduate of Penn State University in Liberal Arts and Telecommunications, she previously held the position of Chair of Global Advertising and Partnerships at NBCUniversal.
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As the strategic and operational bridge across the entirety of NBCUniversal's global networks and properties, Yaccarino demonstrated her ability to drive monetization efforts and nurture client relationships, overseeing global, national, and local ad sales.
During her tenure at NBCUniversal, Yaccarino managed a team of 2,000 members, which, since 2011, generated over $100 billion in ad sales. She was instrumental in the launch of Peacock, the company's ad-supported streaming service, and made significant investments in data and technology capabilities.
Notably, Yaccarino's role extended beyond her corporate responsibilities. As the Chair of the Ad Council, a nonprofit organization focused on public service announcements, she spearheaded impactful initiatives, including a vaccination campaign featuring Pope Francis.
Her efforts garnered support from diverse entities, including the White House, and reached more than 200 million Americans.
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Known as a sought-after connector, collaborator, and counselor within the industry, Yaccarino has earned a reputation as a committed change agent and consummate unifier. Her extensive background in the entertainment industry, including her nearly two decades at Turner, combined with her adeptness in overseeing billions in ad revenue annually, positions her as an ideal fit for Twitter's new strategy and monetization plans, according to Wall Street analysts.
Yaccarino's appointment as CEO of Twitter also marks a significant milestone as she becomes the platform's first female chief executive.