All you need to know about Twitter's new CEO Linda Yaccarino

Elon Musk is welcoming a veteran ad executive to the helm of Twitter the social media site the billionaire Tesla CEO had been running since he bought it last fallMusk announced on Friday that hes hiring Linda Yaccarino to be the new CEO of San Franciscobased Twitter which is now called X Corp He said Yaccarinos role will be focused mainly on running the companys business operations leaving him to focus on product design and new technologyHeres what to know about Yaccarino Yaccarino 60 has worked as an advertising executive for decades She came to NBCUniversal in 2011 just as Comcast was completing its merger with NBC and oversaw integrating the companies ad sales platformsThere her most recent title was chairman advertising and client partnerships She oversaw all market strategy and advertising revenue which totaled nearly USD 10 billion for NBCUniversals entire portfolio of broadcast cable and digital assetsBefore that she held a variety of roles at Turner Broadcasting System Inc from 1996 to 2011 including executive vice president and chief operating officer That was after she held management positions at several media sales outletsAlso Read Elon Musk names Linda Yaccarino as new Twitter CEOShes a marketers leader said Mark DiMassimo founder and creative chief of ad agency DiGo She speaks CMO and she understands what marketers need he added referring to the role of chief marketing officerPushing BoundariesYaccarino 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 companiesIts worth noting that they built out a big team thats made a lot of innovative products and supported the growth that theyve experienced said Brian Wieser of strategic advisory firm Madison and Wall Theyve been pushing the industry on a lot of fronts you know trying to make it betterI think that first and foremost shell bring to Twitter an understanding of what advertisers need to see to get back on the platform from the brand safety perspective said Dave Campanelli chief investment officer of media buying firm Horizon Media She knows better than anyone what its 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 MuskBiographical DetailsYaccarino serves as chairman of the World Economic Forums Taskforce on the Future of Work A 1985 graduate of Pennsylvania State University she lives in Sea Cliff New York with her husband Claude Madrazo They have two children Christian and MatthewThis story has been sourced from a third party syndicated feed agencies Midday accepts no responsibility or liability for its dependability trustworthiness reliability and data of the text Midday managementmiddaycom reserves the sole right to alter delete or remove without notice the content in its absolute discretion for any reason whatsoever