NBC Global's former executive is about to assume his position as Twitter CEO, and his former subordinates will also join Twitter

On June 5th, according to insiders, Linda Yaccarino, former advertising director of NBC Global, a US entertainment and media company, is expected to take over as Twitter's CEO on Monday local time. Meanwhile, Yakarino has hired a senior deputy from NBC Universal to join her

On June 5th, according to insiders, Linda Yaccarino, former advertising director of NBC Global, a US entertainment and media company, is expected to take over as Twitter's CEO on Monday local time. Meanwhile, Yakarino has hired a senior deputy from NBC Universal to join her.

It is reported that this executive is named Joe Benaroch, who previously served as the Executive Vice President for Communication, Global Advertising, and Collaboration at NBC Global. Yakarino has been responsible for advertising sales at NBC Global for many years, and Benarok has always been one of her most trusted advisors.

In a memo sent on Sunday, Benarock wrote, "Tomorrow (Monday local time), I will embark on a different career adventure on Twitter, taking on a position focused on business operations." He pointed out that he had worked with Yakarino to support and develop the company's business priorities, and helped establish partnerships. Benarock said, "I look forward to bringing my experience to Twitter and working with the entire team to jointly build Twitter 2.0

Twitter CEO Elon Musk has previously stated that Yakarino will mainly focus on commercial operations, while he will focus on product design and technology.

Twitter and Musk did not respond to requests for comment on this matter.

Musk spent $44 billion last year to acquire Twitter, but due to many advertisers being dissatisfied with his content review methods, they either left Twitter or cut expenses, making it difficult for Musk to stabilize the company's business. Musk has made various efforts to encourage advertisers to return. Advertising executives say that Yacarino's deep network in the advertising industry may help achieve this goal.

Benarock's addition comes at a time when Twitter's top management has undergone changes in recent days. According to reports, Twitter lost two key executives last week, namely Ella Irwin, the trust and security director responsible for handling content review decisions, and A.J. Brown, the brand security and advertising quality director.

The decision of these two executives to resign is partly due to the controversy surrounding Twitter's handling of a gender related film.

The majority of Twitter's revenue relies on advertising. Ensuring that this platform is safe for advertisers and their brand is not tied up with offensive content is the key to attracting them back. In recent months, Twitter has been promoting new tools that allow brands to monitor and control the location of their advertisements. Some advertisers are optimistic about the effectiveness of these measures.

In May this year, Musk stated at the CEO Council Summit hosted by The Wall Street Journal that Twitter is not yet very profitable, but it will soon achieve positive cash flow growth, turning losses into profits. (Small)