Newly appointed Twitter CEO Linda Yaccarino said in a tweet on Saturday that she has been inspired by owner Elon Musk's vision to create a brighter future and is excited to help to transform the social media platform.
It was the first time Yaccarino has spoken publicly since news broke Thursday that she was in talks to become the next CEO of Twitter. Musk has served as CEO since his $44 billion buyout of Twitter last October.
"I've long been inspired by [Musk's] vision to create a brighter future. I'm excited to help bring this vision to Twitter and transform this business together!" Yaccarino tweeted.
Yaccarino, who as advertising chief for Comcast Corp's NBCUniversal spent several years modernizing its ad business, said she is committed to Twitter's future, and said user feedback is vital to build Twitter 2.0.
Yaccarino will take over a social media platform that has been trying to reverse a plunge in ad revenue and is beset with challenges, along with a heavy debt load.
Musk, who has long said he intended to find a new leader for Twitter, also said on Friday that bringing Yaccarino on as Twitter's new chief will help him devote more time to electric-vehicle maker Tesla Inc.
Veteran advertising executive
Yaccarino, 60, has worked as an advertising executive for decades.
She came to NBCUniversal in 2011, just as Comcast was completing its merger with NBC, and oversaw integrating the companies' ad sales platforms.
There, her most recent title was chairman, advertising and client partnerships. She oversaw all market strategy and advertising revenue, which totaled nearly $10 billion, for NBCUniversal's entire portfolio of broadcast, cable and digital assets.
Before that, she held a variety of roles at Turner Broadcasting System Inc. from 1996 to 2011, including executive vice president and chief operating officer. That was after she held management positions at several media sales outlets.
"She's a marketer's leader," said Mark DiMassimo, founder and creative chief of ad agency DiGo, adding that "she speaks CMO and she understands what marketers need."
Since Musk acquired Twitter, advertisers have fled the platform, worried that their ads could appear next to inappropriate content after the company lost nearly 80 percent of staff. Musk earlier this year acknowledged that Twitter had suffered a massive decline in ad revenue.
While Musk said Yaccarino would help build an "everything app," which he has previously said could offer a variety of services such as peer-to-peer payments, his selection of an advertising veteran signaled that digital ads would continue to be a core focus of the business.
(With input from agencies)