Twitter’s new CEO Linda Yaccarino joins the organization at a time when it is attempting to transition into something completely new as well as suffering with revenue generating. Twitter will continue to rely on its advertising revenue until that time. Yaccarino is the ideal candidate to offer the social media company owned by Musk a lifeline. The advertising sector has dubbed Linda Yaccarino “The Velvet Hammer.” Industry sources are quoted in a WSJ article as saying that the term refers to her tough-talking negotiation approach, which she has used to seal some of the largest advertising agreements in television history.
Yaccarino has been a senior advertising executive for many years. She started working for NBC in 2011 and swiftly advanced. Later, she was designated the division’s chairman of advertising sales and marketing at NBCUniversal. She managed the sale of billions of dollars worth of advertising income each year in that capacity. Yaccarino earned the moniker “The Velvet Hammer” for her reputation as a harsh yet fair negotiator. She is renowned in the advertising industry for combining strength with poise and tact.
Will Linda Yaccarino be able to restore Twitter’s reputation?
Yaccarino will be faced with steering Twitter through a period of substantial transition in her new job as CEO. In recent months, the social media site has come under scrutiny for its handling of misinformation and hate speech. Yaccarino will need to work hard to rebuild faith in Twitter and make it a more inviting destination for advertisers and, most importantly, new users.
Elon Musk may be handing over the primary title to Yaccarino, but he will remain Twitter’s executive chair and chief technical officer. She will have to cope with the difficulty of a ‘micro manager’ in addition to keeping Twitter profitable. A failing brand and a hostile CEO are unquestionably tricky affairs, even for the seasoned executive.
