Yaccarino's primary job will be to bring advertisers back to the platform and increase revenues at a company that is breaking even.
However, it now appears that even as Musk wants to change Twitter to X, an everything app, the role of advertisers will remain crucial and the company needs a seasoned expert to handle their demands and concerns, something that he has failed to do in the last eight months at the helm.In her previous role at NBC Universal, Yaccarino was the Chairman of Global Advertising and Partnerships, where she oversaw the work of 2,000 people and generated $100 billion in ad revenues.
Yaccarino will have to contend with the severe loss of personnel at Twitter. Since Musk's takeover, 75 percent of the workforce has left the company, either willingly or after being fired. Many of these were jobs in sales or partnerships, where Twitter has fallen short in recent months. Yaccarino has also hired Joe Benarroch, the executive vice president at NBC to work alongside her at Twitter. She took to Twitter to announce this.
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