Linda Yaccarino took the reins as Twitter’s latest CEO sooner than expected on Monday – and hired a former colleague at NBCUniversal as she tries to spice up ad revenue, which has reportedly fallen 59% this yr.
Yaccarino took over from billionaire Elon Musk as head of Twitter about three weeks sooner than expected and is already constructing his team, with Joe Benarroch stepping in as senior business operator.
“I’m starting a unique profession on Twitter tomorrow, assuming a task focused on business operations,” Benarroch said. on LinkedIn on Sunday.
Benarroch, a former Facebook worker, spent the last 4 years at NBCUniversal within the ad and partnerships team previously led by Yaccarino.
Yaccarino worked for the media conglomerate for nearly 12 years but left the position “immediately” 24 hours after Musk announced he had hired a latest CEO.
Yaccarino began tweeting on Monday, about three weeks sooner than expected, said an individual accustomed to the matter information.
![Joe Benarroch, a former publicity director at NBCUniversal who worked with Linda Yaccarino at the media company, has been hired into a senior operations position at Twitter.](https://nypost.com/wp-content/uploads/sites/2/2023/06/NYPICHPDPICT000012220710.jpg?w=399)
The previous head of NBCUniversal promoting had not previously revealed her start date, but when Musk revealed in mid-May that he had hired a latest CEO, he said he would start “in ~6 weeks!”
Yaccarino welcomed Benarroch “into the pack” via tweet. “From one bird to a different. Let’s get to work,” she wrote within the letter fast.
Benarrocha he replied that he “looks forward to working with the complete team and the industry to construct Twitter 2.0 together,” and shared a photograph a latest backpack personalized along with his initials to precise his excitement about “back to tech” and “back to the bay”.
Benarroch brings greater than a decade of promoting experience to Twitter, which left much of its communications team behind when Musk bought the social networking site for $44 billion in October 2022.
![Yaccarino started her new job as Twitter CEO on Monday - about three weeks earlier than expected.](https://nypost.com/wp-content/uploads/sites/2/2023/06/NYPICHPDPICT000012220754.jpg?w=768)
When The Post contacted Twitter via a press email, it routinely responded with a poop emoji.
Twitter’s funds have been dire since Musk took over, fired half of the corporate’s employees, and scared advertisers off the platform, who reportedly apprehensive the app would turn into chaotic under Musk and moved their marketing money elsewhere.
Advertisers flocking to Twitter hurt its US ad revenue, which for the five weeks between April 1 and early May totaled $88 million – 59% lower than in 2022, in accordance with documents reviewed by The Latest York Times.
The struggling company has often fallen wanting its sales projections, sometimes by as much as 30%, and the numbers don’t predict improvement anytime soon, the documents revealed – an issue Yaccarino inherited and might be responsible for fixing.
![Benarroch brings years of advertising experience to Twitter that could come in handy after Elon Musk ditched most of the site's communications team when he bought Twitter for $44 billion in October and laid off more than half of its staff.](https://nypost.com/wp-content/uploads/sites/2/2023/06/NYPICHPDPICT000012220592.jpg?w=887)
In recent months, Twitter needed to spend billions on interest on a $13 billion loan, including about $600 million in capital expenditures.
And now, eleven former janitors who cleaned Twitter’s offices in Latest York are asking the social network to donate greater than $100,000 in back wages.
In accordance with the lawsuit filed on Tuesday and reviewed by GuardianTwitter allegedly violated the Displaced Construction Employees Protection Act when Musk abruptly fired employees in December 2022.
Court documents claim that Twitter didn’t retain the janitors after their contract was terminated, in violation of the Latest York City Preservation Act. The laws requires latest constructing owners and managers to retain employees for a 90-day transition period after termination of contract if their performance is satisfactory.
![Yaccarino will inherit Musk's financially struggling company. Twitter often fell short of its sales projections, sometimes by as much as 30%.](https://nypost.com/wp-content/uploads/sites/2/2023/06/NYPICHPDPICT000011008992.jpg?w=1024)
The lawsuit says the union representing the employees, SEIU 32BJ, told Twitter about its obligation to detain janitors for 90 days, but never received a response, The Guardian reports.
The lawsuit claims the employees owe “a whole bunch of 1000’s of dollars in back wages.”
Nearly 50 janitors at Twitter’s San Francisco offices were also laid off unexpectedly in December 2022 when Musk took over as CEO. They were denied severance pay or proper notice, which inspired San Francisco to pass laws just like Latest York’s Displaced Construction Service Employee Protection Act.
A latest ordinance passed in April requires employers in San Francisco to retain security, cleansing and maintenance employees for 90 days.