Linda Yaccarino, an executive at NBCUniversal, is reportedly being considered for the position of chief executive officer at Twitter. This speculation follows the announcement from Twitter’s owner, Elon Musk, that he has identified a new leader for the platform, transitioning to the role of chief technologist.
In a tweet shared on Thursday, Musk indicated that the new CEO would assume responsibilities in approximately six weeks but refrained from naming the individual. Yaccarino, who serves as chairman of global advertising and partnerships at NBCUniversal Media, did not respond to a request for comment, and a representative for NBCUniversal noted her focus on the company’s upcoming presentation to advertisers.
Yaccarino joined NBCUniversal in 2011 after nearly two decades with Turner Broadcasting. During her tenure, she played a vital role in the launch of the ad-supported streaming service Peacock and managed significant live events such as the Super Bowl and the Olympic Games. She has also established partnerships with various tech companies, including Snapchat, YouTube, and Twitter itself.
If Yaccarino is indeed Musk’s choice, the timing presents challenges for her, as NBCUniversal is set to hold its annual advertiser presentation at Radio City Music Hall in New York on Monday. These upfront events are critical for major media companies as they begin promoting advertising opportunities for the upcoming fall television season.
This year’s presentations are further complicated by a screenwriters’ strike that has led to potential delays in television production. NBCUniversal is expected to emphasize online advertising during its event, as it seeks to showcase its movies and television offerings on Peacock. The company, a subsidiary of Comcast, recently faced turmoil with the firing of its CEO, Jeff Shell, following a harassment complaint from an employee.
Elon Musk acquired Twitter for $44 billion last October and suggested that his leadership would only be temporary while he executed a necessary organizational restructuring. Musk has frequently expressed feelings of being overwhelmed by his responsibilities, even admitting to sleeping at Twitter’s headquarters while instigating considerable changes.
In December, Musk conducted an informal poll on Twitter, asking if he should step down as CEO, to which 57.5 percent of his followers voted in favor. He will continue as executive chairman after the leadership transition.
Musk, who also leads Tesla and Space Exploration Technologies Corp., has faced backlash for abrupt changes at Twitter and the perceived neglect of his other ventures. He has rebranded Twitter’s parent company to X Holdings, which could one day encompass all of Musk’s enterprises, a concept he has publicly entertained. Musk’s vision for Twitter extends beyond a social media platform; he aspires to develop it into an “everything app” that includes financial services.
The incoming CEO will be tasked with addressing the aftermath of Musk’s ownership, including a significant drop in advertising revenue. Musk reported a 50 percent decrease in Twitter’s revenue since October due to a “massive decline” in advertising. The company’s Twitter Blue subscription service has struggled to attract users, with less than one percent of the user base subscribing. Additionally, Musk’s leadership has seen substantial layoffs, a reduction in content moderation, and the reinstatement of previously banned accounts.
Musk’s relationship with Yaccarino is reportedly positive; the two recently interacted at an advertising conference in Miami, during which Yaccarino referred to Musk as a “friend” and “buddy.” Additionally, Twitter and NBCUniversal recently expanded their partnership concerning the Olympic Games.
Lou Paskalis, chief strategy officer at Ad Fontes Media, expressed support for Yaccarino’s potential appointment on Twitter, stating, “I can say that she would be my first choice, and my only choice, to save the platform from the hands of its owner.” He also voiced confusion regarding her willingness to work with Musk.
Furthermore, Puck News’ Dylan Byers reported via social media that Musk intends to appoint Yaccarino as the next CEO of Twitter, citing two sources familiar with the situation.
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