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Twitter’s New Chief Eases Into the Hot Seat


When Elon Musk announced last month that he had hired Linda Yaccarino as Twitter’s chief executive, he said he was “excited” to bring on someone who could “focus primarily on business operations.”

But just over three weeks into her new job, Ms. Yaccarino, the former head of advertising at NBCUniversal, has been prevented from working on a key component of what she was hired to do: drum up advertising for Twitter.

Ms. Yaccarino, 60, has spoken with some of Twitter’s advertisers about unsavory content on the site, four people with knowledge of the conversations said. But she has not engaged in public hobnobbing and hands-on negotiating with advertisers to increase Twitter’s revenue.

That’s because a contractual agreement with NBCUniversal prevented Ms. Yaccarino — at least initially — from working on advertising deals that would conflict with the interests of her former employer, three people familiar with the arrangement said.

It is all part of an adjustment as Ms. Yaccarino settles into her new role and reports to a new boss. After working for traditional media…

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