Linda Yaccarino exits X as CEO after leading major transformations for 2 yrs

In a post on X, Yaccarino described the last two years as “incredible” and expressed pride in the team's accomplishments — from enhancing user safety to setting the stage for Elon Musk’s long-term ambition of building the “everything app.”

“I’m incredibly proud of the X team — the historic business turn around we have accomplished together has been nothing short of remarkable,” she wrote.

Yaccarino was appointed by Elon Musk in 2023, shortly after his acquisition of Twitter.

Facing pressure from Tesla shareholders to focus on his other businesses, Musk brought in Yaccarino to stabilise X and improve its fractured ties with advertisers.

Her background as head of advertising at NBCUniversal made her a strong candidate to rebuild brand trust and credibility.

Under her leadership, X introduced sweeping product updates and advanced Musk’s broader platform strategy — including livestreaming, creator collaborations, digital payments, and connected TV integrations.

Notable additions like Community Notes gained traction, while features such as X Money aimed to push the platform beyond traditional social networking.

Despite efforts under Linda Yaccarino, X’s advertising business continued to lag, with ad revenue still just half of 2021 levels, according to media reports.

Yaccarino had to manage multiple controversies, including Elon Musk’s public criticism of advertisers who boycotted the platform in 2023, complicating her efforts to restore trust.

The company also sued a major ad industry group, which later shut down.

Still, Yaccarino remained a visible advocate, promoting new features and partnerships — most recently at the Cannes Lions Festival, where she announced an exclusive podcast with Serena and Venus Williams.

She signed off with, “As always, I’ll see you on X.” A successor is yet to be announced.