Twitter has hired a senior executive from NBCUniversal to join its incoming Chief Executive Officer, Linda Yaccarino. This marks a significant step for the social media giant, who are looking to improve their relationship with advertisers. Joe Benarroch, current Executive Vice President of Communications, Global Advertising and Partnerships at NBCUniversal, will be taking on a key business operations position at Twitter.
Benarroch announced his move over the weekend in a memo to colleagues. He expressed his enthusiasm for working with the Twitter team, stating: "I am looking forward to bringing my experience to Twitter, and to working with the entire team to build Twitter 2.0 together."
Tesla CEO Elon Musk, who took over Twitter last year, recently hired Yaccarino, who currently heads up NBCUniversal's global advertising, to take charge of the social media platform. This comes after a series of crises that Twitter has faced since Musk's purchase, during which he fired or lost around 75% of Twitter employees. This included many who had deep relationships in sales and partnerships.
With the addition of Benarroch to the team, Twitter hopes to strengthen their business operations and foster stronger relationships with advertisers. Many are excited to see what Twitter 2.0 will bring under the guidance of Yaccarino and the new executive team.