Twitter has a new CEO, and it’s NBCUniversal’s former advertising executive Linda Yaccarino. Elon Musk announced her appointment in a tweet, saying she “will focus primarily on business operations, while I focus on product design & new technology.”

“I am excited to welcome Linda Yaccarino as the new CEO of Twitter!” Musk writes. “Looking forward to working with Linda to transform this platform into X, the everything app.”

Yaccarino previously worked as chairman of global advertising and partnerships at NBCU, where she has been since 2011. She helped oversee the launch of NBC Peacock and advocated for the modernization of ad measurement technologies. Yaccarino is also credited with helping NBC forge “non-traditional partnerships” with companies like Apple, Snapchat, and YouTube, according to her company profile.

Rumors about Yaccarino assuming the role first emerged after Musk tweeted out an update on Thursday saying that he has hired a new CEO, stating that she’ll be starting in around six weeks. Musk didn’t name his new hire at the time, but reports indicated that Yaccarino had been in talks to become Twitter’s CEO and later said that she had resigned from her role at NBCU.

Yaccarino interviewed Musk at the “Possible” advertising conference in Miami and has also tweeted about NBCU’s partnership with Twitter for the 2024 Olympics. As reported by The Verge’s Alex Heath, Yaccarino’s political views also align with Musk’s, as she noted that free speech “is the bedrock of this country” during her interview with Musk.

But Yaccarino’s extensive advertising background could help repair the damaged relationships between Twitter and the advertisers that left the platform following Musk’s takeover. Last year, Musk announced plans to replace himself as CEO after the majority of users he polled on the site voted for him to step down.

Developing…

Disclosure: Comcast, which owns NBCUniversal, is also an investor in Vox Media, The Verge’s parent company.