Former NBC Executive Taking New Role At Twitter

Former NBC Executive Taking New Role At Twitter

( – On Monday, June 5, Linda Yaccarino, the former marketing executive for NBCUniversal, officially took the reins as CEO of Twitter, weeks after Elon Musk announced that she was replacing him.

On Sunday, Yaccarino tweeted that Twitter hired Joe Benarroch, the former senior vice president of communications for advertising for NBCUniversal. According to CNN, Benarroch will be working in the business operations side of the social media platform.

In May, Musk announced that he had selected Linda Yaccarino to replace him as CEO to focus on business operations, likely hoping that her experience in marketing and ad sales would help to boost Twitter’s struggling ad revenue.

Since Musk took over the company last fall, skittish advertisers have fled the platform over overblown concerns that Twitter would allow so-called “hate speech” to return, prompting a significant decline in ad revenue for the social media giant.

The New York Times reported that from April 1 to the first week in May, Twitter’s ad revenue in the US was down 59 percent compared to the same period last year. According to CNN, only 43 percent of the top 1,000 Twitter advertisers from before Musk took over were still advertising on the platform by April.

Whether Yaccarino and Benarroch can reverse the current decline in ad revenue remains to be seen. Reports speculate that Elon Musk may be Yaccarino’s biggest challenge in bringing advertisers back to the platform, as the Twitter owner’s tweets frequently stir controversy.

In an interview with CNBC last month, Musk admitted that he doesn’t care if his tweets anger Twitter advertisers or Telsa shareholders. He vowed to continue to say what he wants even if the “consequence” is “losing money.”

The company’s new CEO takes over just days after Twitter’s head of Trust and Safety, Ella Irwin, resigned over Musk’s decision to allow Matt Walsh’s documentary on the trans movement, “What is a Woman?” to broadcast on the platform.

Copyright 2023,