He tweeted, “Excited to announce that I’ve employed a brand new CEO for X/Twitter. She will likely be beginning in ~6 weeks! My position will transition to being exec chair & CTO, overseeing product, software program & sysops.”
Yaccarino has been a public advocate for Musk’s possession of Twitter because the billionaire purchased the platform in October. The duo appeared onstage collectively in April throughout the inaugural Attainable advertising and marketing occasion in Miami for a keynote round “Twitter 2.0.”
NBCUniversal has additionally expanded its Twitter partnership beneath Musk. Twitter didn’t placed on an official NewFronts promoting occasion this 12 months, because it had in previous years. However the firm held a smaller presentation throughout the week for purchasers, and introduced expanded Olympics and Paralympics partnerships with NBCUniversal across the 2024 Paris Summer time Video games.
Yaccarino has lengthy been one in every of promoting’s most dynamic forces. She joined NBCUniversal in 2011 after spending 20 years at Turner. Initially, she was in command of cable and digital gross sales, however inside two years was elevated to go up all of the cable and broadcast networks beneath a single portfolio—a then-revolutionary shake-up that was finally adopted by nearly all of her opponents.
As Twitter CEO, Yaccarino will likely be tasked with serving to restore advertiser religion in a platform that has grown more and more destabilized since Musk’s rocky takeover. Based on a Bloomberg report, Twitter promoting {dollars} have plummeted 89% since Musk purchased the platform and income dropped by half.
If anybody may help restore advertiser confidence in Twitter, it can possible be Yaccarino. Longtime promoting business vet Lou Paskalis tweeted that Yaccarino “can be my first alternative, and my solely alternative, to avoid wasting the platform from the fingers of its proprietor.”
Yaccarino is the second main NBCUniversal exec to depart the corporate within the final month. CEO Jeff Shell was fired in April following what was described as “an inappropriate relationship with a lady within the firm.”
Extra upfront week tumult
The Yaccarino information is the newest shakeup in what’s shaping as much as be a tumultuous upfront week. Wednesday evening, Netflix shifted to an all-virtual upfront week presentation after listening to of the WGA’s deliberate protest throughout its Could 17 occasion.
NBCUniversal was among the many upfront week presenters who instructed Adweek on Thursday they’d be transferring ahead with in-person occasions regardless of the opportunity of picketers.
Marshall instructed Adweek earlier this week that “NBCU may have a particularly highly effective upfront present and will nonetheless have nice expertise collaborating.”
