She must reposition Twitter in a way that addresses concerns over hate speech and other issues that led advertisers to leave. Furthermore, she will need to modernize ad sales operations as well as develop new technologies.
Yaccarino graduated with honors from Penn State and boasts an in-depth knowledge of media. She has established several revenue streams while forging partnerships with various media companies.
She’s a change agent
Linda Yaccarino Wikipedia serves as Chairman, Advertising & Client Partnerships at NBCUniversal and oversees their market-leading portfolio of linear networks, digital platforms and distribution partners. She spearheaded development of an unified advertising platform designed to increase efficiency while driving revenue.
She has extensive experience working with brands, receiving praise for her commitment to transparency and moral leadership. Additionally, she frequently presents on topics related to marketing, the future of work and more.
Twitter may soon witness a revolution under their new CEO, whom marketers have generally welcomed with open arms. She pledges to restore trust and brand safety on the platform in order to make advertisers reengage, though her conservative political leanings have raised eyebrows among some users of the right-leaning or anarchist base who wonder whether she will support their free speech claims. She hails from a media industry background.
She’s a student of consumer behavior
Yaccarino prides herself as being a highly sought-after “connector, collaborator and counselor”. Her primary goal is understanding who uses her products; as such she studies consumer behavior extensively to find new ways of expanding and optimizing them.
At NBCUniversal, she has advocated for moving away from Nielsen ratings as the foundation of advertising measurement and has prioritized updating their digital platforms – which culminated with Peacock, their ad-supported streaming service being unveiled this year.
She demonstrated this ability when serving as chair of the Ad Council and working closely with President Joe Biden’s administration on creating a coronavirus vaccination campaign that reached millions. This success demonstrates her understanding of her audience; something Twitter needs desperately in order to rebuild trust after allegations of toxic content on its platform.
She’s a digital pioneer
Colleagues refer to her as an industry leader who’s trusted and empathic, leading her team in developing cutting-edge advertising and marketing solutions. Additionally, she was instrumental in helping NBCUniversal expand into digital streaming and launch its new ad-supported service Peacock in 2020.
Yaccarino will bring an innovative approach and new sophistication to Twitter’s ad sales strategy, as she knows her way around the ad space and can soothe advertisers who may have been scared away by recent platform changes in regards to content moderation and verification.
Yaccarino oversaw a team of around 2,000 employees at NBCUniversal that generated more than $100 billion in ad sales, according to her LinkedIn profile. Known as an influential leader, she will bring great power and influence to Twitter’s future success; furthermore, she is known as an effective negotiator who listens closely to clients needs; thus making her ideal for this role.
She’s a digital leader
Yaccarino, as a digital-savvy executive with decades of experience, is uniquely qualified to push for new methods of measuring audience engagement and address advertisers’ concerns about Twitter content. While working at NBCUniversal she oversaw their ad sales operations and also spearheaded its 2020 launch of Peacock Ad-Supported streaming service.
She spearheaded various marketing innovation initiatives, working closely with premium digital companies like Vox Media and Buzzfeed to sell their ad inventory through Apple News. According to her LinkedIn profile, she also serves on both the World Economic Forum’s taskforce on future of work as well as media, entertainment and culture industry governors steering committee.
Experts agree she could leverage those relationships to rebuild Twitter’s reputation and advertising business. Her ability as a tough negotiator who listens closely to marketers and agencies would likely translate well to X/Twitter; additionally, she has long been known for pushing industry agendas and challenging status quo practices.