Linda Yaccarino, NBCUniversal’s advertising chief, is about to become the CEO of social media platform Twitter.
The mainstream media executive’s main task is to win back big advertisers who departed Twitter following the uncertainty of new owner entrepreneur Elon Musk.
In the US, the 60-year-old is sales royalty, known as a hard negotiator with a smile.
At NBCUniversal, Yaccarino heads 2,000 headcount advertising sales organisation.
Her nickname is reportedly the “Velvet Hammer”.
Billionaire Musk, who bought Twitter last year for $US44 billion, tweeted: “I am excited to welcome Linda Yaccarino as the new CEO of Twitter!
“@LindaYacc will focus primarily on business operations, while I focus on product design & new technology.
“Looking forward to working with Linda to transform this platform into X, the everything app.”
Yaccarino last month interviewed her boss-to-be at the marketing PossibleEvent.
"If freedom of speech, as he says, is the bedrock of this country, I’m not sure there’s anyone in this room who could disagree with that," she said.
And she Tweeted: "We can all agree … this freedom of speech, deserves a bit more reach."
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