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Elon Musk, owner and CEO of Twitter, said in a tweet that Beautiful
Yaccarino, the former head of advertising for NBCUniversal will be the new CEO of the social network
and that she will focus primarily on the company’s business operations.

(It may interest you: After the resignation of Elon Musk, Twitter will be led by a woman).

With the identity confirmed, Musk said Yaccarino would start in about six weeks; In addition, his initial focus will be on business operation, product development, and new technology to make the social network an application that has it all.

Musk will now be the CTO of the company, so he will supervise products, software, and systems operators.

(See: Twitter will copy WhatsApp: it will have audio and video calls, according to Elon Musk).

Who is Yaccarino?

The former NBCU president of global advertising and partnerships had been affiliated with the company for more than a decade.

As NBCU’s head of advertising sales, was instrumental in launching the streaming service Peacock, according to The Wall Street Journal (WSJ).

The outlet also points out that Yaccarino’s nickname is «velvet hammer» due to his harsh negotiation tactics.

(Also: Will Twitter compete with Tinder? Elon Musk has the idea.)

Even last month, at a conference in Miami Beach, Yaccarino interviewed Musk and asked him about his vision for Twitter.

In 2021, the year before Musk bought the social network and took it private, advertising accounted for nearly 90 percent of the company’s revenue. But then things changed dramatically: Of the top 100 advertisers on Twitter before Musk bought the company, 37 spent nothing on network advertising during the first quarter of this year, according to market intelligence firm Sensor Tower. Meanwhile, 24 other brands cut their average monthly ad spend on Twitter by 80 percent or more.

According to Musk, things are about to change on the social network, as they are reaching a balance.

X Corporation

Musk insists on his plan to make the social network an entire ecosystem and make it a ‘super-app’, an application for everything, and that dream will be under the shadow of X Corp., as the company is now called.

The intention is to bring together all the apps or services in a version similar to the Chinese WeChat applicationthat offers free messaging and call services, social networks, an online payment system, and even features for companies, among many other things.

In addition to the changes to Twitter, Musk would seek to include, for example, the Twitch social network and give streamers and their posts an air.

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