NBCUniversal’s Linda Yaccarino resigns, named Twitter CEO

NBCUniversal’s longtime ad sales chief Linda Yaccarino has resigned, effective immediately, the corporate announced in a press release Friday morning. While a reason for the chief’s sudden departure wasn’t given, the move follows multiple news outlets reporting that the promoting maven is in talks to step in as CEO of Elon Musk’s Twitter.

“We are grateful for Linda Yaccarino’s leadership of NBCUniversal’s Advertising Sales business, and for the revolutionary team and platform she has built,” said Mike Cavanagh, president of Comcast Corporation, NBCUniversal’s owner, in a press statement. “Linda has made countless contributions to the corporate during her twelve 12 months tenure, and we wish her one of the best.”

In a tweet posted Thursday afternoon, Musk said that he had chosen a chief executive to exchange him on the social media company in about six weeks’ time, though he didn’t disclose a selected name. The Tesla and SpaceX entrepreneur will transition to being Twitter’s executive chair and chief technology officer overseeing product, software and system operations. 

Yaccarino leaves NBCUniversal within the thick of the upfronts season, a period where the media and entertainment giant locks in lucrative promoting deals for the months ahead. The executive has been a key presenter at such events previously and was expected to have a significant role again for NBCUniversal’s presentation at Radio City Music Hall on Monday, May 15. NBCUniversal’s pitch this 12 months will focus heavily on the strengths of its streaming service Peacock. The company also recently participated within the more digitally oriented NewFronts.

Mark Marshall, NBCUniversal’s current president of promoting sales and client partnerships, will step up as interim chair of NBCUniversal’s Advertising and Partnerships group. Marshall reports on to Mark Lazarus, chairman of NBCUniversal Television and Streaming.

Yaccarino is credited with helping usher NBCUniversal into the digital and streaming age, together with fostering strong relationships with brands, agencies and platforms. NBCUniversal has had a significant presence on Twitter for years for events just like the Olympics. 

Twitter, meanwhile, has faced severe challenges under Musk, who acquired the platform for $44 billion last 12 months. Advertisers have reportedly fled the platform in droves, delay by changes to Twitter’s verification system, technical glitches and the chief’s provocative personality. Musk earlier this week engaged with conspiracy theorists on Twitter who baselessly questioned whether the identity of a mass shooter in Allen, Texas, was a government “psyop,” an example of the sorts of misinformation-mongering brands need to avoid.

Hiring someone like Yaccarino could possibly be the beginning of rebuilding a bridge with the promoting community, though the road ahead could possibly be long for Twitter regardless. 

“There are only a few individuals who wouldn’t be just seen as a figurehead CEO of Twitter and Linda Yaccarino is considered one of them. She’s a well-respected force within the industry whose credibility with advertisers speaks for itself,” said Forrester research director Mike Proulx in emailed comments. 

“Unfortunately, the solve isn’t just an promoting issue, it’s also a product issue and therein lies the rub for anyone who takes on Twitter’s CEO role,” Proulx added. “Musk has fundamentally altered the trajectory of Twitter as a product and as a community — many argue for the worst. While he’s stepping back from the CEO title, Musk is removed from more likely to step back from calling the product shots.”