File picture of Linda Yaccarino.
| Photo Credit: AFP
Elon Musk is welcoming a veteran advert government to the helm of Twitter, the social media web site the billionaire Tesla CEO had been operating since he purchased it final fall.
Ms. Musk introduced on May 12 that he is hiring Linda Yaccarino to be the new CEO of San Francisco-based Twitter, which is now known as X Corp. He mentioned Ms. Yaccarino’s function shall be targeted primarily on operating the corporate’s enterprise operations, leaving him to concentrate on product design and new know-how.
Here’s what to know about Yaccarino.
Veteran commercial exectuvie
Ms. 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 totalled almost $10 billion, for NBCUniversal’s whole portfolio of broadcast, cable and digital property.
Before that, she held a wide range of roles at Turner Broadcasting System Inc. from 1996 to 2011, together with government vp and chief working officer. That was after she held administration positions at a number of media gross sales retailers.
“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 role of chief marketing officer.
Pushing boundaries
Ms. Yaccarino has pushed the ad industry for change on several fronts, including advocating for relying less heavily on Nielsen ratings for measurement, and introducing a digital platform called One Platform that makes it easier to buy ads across a variety of different media in an effort to better compete for ads against social media companies and traditional media companies.
“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 particulars
Ms. 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.
