Twitter owner, Elon Musk, has named the former head of advertising at NBCUniversal, Linda Yaccarino, as the new Chief Executive Officer (CEO) of the microblogging platform.

Musk said Yaccarino would oversee business operations at the site, which has been struggling to make money, adding that she would start in six weeks.

Musk will however remain involved as executive chairman and chief technology officer.

“Looking forward to working with Linda to transform this platform into X, the everything app,” the billionaire, on Friday, May 12, wrote on Twitter confirming the decision a day after he had stoked speculation by writing that he had found a new boss without revealing the identity.

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Until her appointment, Yaccarino was head of advertising at NBCUniversal.

At NBCUniversal, Yaccarino oversaw roughly 2,000 people, and was involved with the launch of its streaming service.

She joined the company in 2011, after 15 years at Turner Entertainment and has been credited with bringing the network’s ad sales operation into the digital future.

Her departure had appeared to take NBCUniversal by surprise. On Thursday, amid media reports that she would be headed to Twitter, the firm had told news outlets that she was busy preparing for an upcoming conference.

Yaccarino will bring to Twitter a rich background in advertising, which the social media company relies on to make money and which has dropped sharply since Musk’s takeover.

The Star