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Linda Yaccarino Begins Tenure At Twitter Earlier Than Expected 

As per multiple reports, Linda Yaccarino, the oncoming Twitter CEO is set to begin her tenure as Twitter boss weeks earlier than expected.

During her appointment as CEO by owner Musk, it was revealed that Yaccarino had roughly six weeks before fully coming on as CEO. This would have put her arrival close to July as the announcement was made in Mid May.

However, after a tumultuous few weeks for the platform, there is plenty of reason to move up her anticipated arrival. It seems Mr. Musk has done just that with reports suggesting that Yaccarino’s tenure at Twitter has kicked off as of 5th June 2023. 

Alongside Yaccarino, Twitter also welcomed to its family, Joe Benarroch who is coming on to focus on business operations under Yaccarino. Benarroch previously worked alongside his new boss at NBC Universal as the senior vice president of communications, advertising, and partnerships.

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The incoming CEO is a revered executive in the industry more so for his work at NBC. The 60-year-old is credited for helping NBCUniversal navigate tough financial times exerted by technological developments. 

She redesigned the ad sales business sector, oversaw the 2020 launch of the Peacock ad-supported streaming service, and was a key participant in industry conversations about limited data as viewers moved online.

Elon will be banking on Yaccarino’s ability to rework her magic on his $44 billion platform which is struggling financially. Twitter has experienced a decline in advertiser interest, exacerbating its financial struggles. 

Elon Musk’s attempts to revamp the verification process to a subscription basis have not worked out as expected and the company is still not breaking even. 

These are some of the “business operations” that Yaccarino will look to fix as Musk focuses on the technology side of the platform.

On Twitter, Yaccarino welcomed her former coworker Benarroch with open arms, alluding to the site’s well-known bird emblem. “Welcome to the flock, benarroch_joe,” she tweeted, “from one bird and the next.”

Benarroch, who referred to Twitter as “Twitter 2.0,” also expressed his excitement about joining and working together to determine the platform’s future.

Why Was Yaccarino’s Arrival Moved Up?

Yaccarino’s arrival at the platform was previously estimated to be closer to July. However, the platform has had a tumultuous week with several high-profile employees leaving abruptly making her arrival all the more crucial.

One of these employees is Ella Irwin who as of last week was serving as Twitter’s head of Trust and Safety. Ella had served in the post since November 2022, when she replaced departing Yoel Roth.

Her departure came after chaos involving a conservative-produced video titled “What is a woman?” Complaints regarding the video brought scrutiny to Twitter’s content moderation policy. 

Following Irwin’s departure, AJ Brown, Twitter’s head of brand safety and ad quality, resigned. Following that, the same department’s manager of the brand safety partnership program, Maie Aiyed, abruptly resigned, according to subsequent news.

The New York Times was able to obtain internal Twitter documents that show how little money Elon Musk’s company is making from advertising. 

The NYT reported that $88 million in advertising income was generated by Twitter from April through the first week of May. A massive drop of 59% from the same time in 2022. 

This provides a rationale for the aforementioned departures as well as for Yaccarino and Benarroch’s early entrance.