Linda Yaccarino, a former NBC executive, will be the social network’s new CEO Twitter and will “focus primarily on business,” he announced. Elon Musk this Friday, by assuring that he will focus “on the design of products and new technologies of the social network.”

Musk, who took over as CEO after purchasing the social network last year, said in a tweet today that he is “excited to welcome Linda Yaccarino” to her new role; Shortly before, Yaccarino had announced that she would be leaving her position as head of publicity for NBCUniversal.

His ad profile could serve to allay fears, as Musk’s continued sweeping changes to Twitter’s policies have sparked mistrust and sent advertisers fleeing.

In recent months, following the purchase of Twitter, several changes to the social network have led to changes in the share price of the social network.

Yaccarino, NBCU’s president of global advertising and partnerships, has been with NBCU for more than a decade and was NBCU’s head of advertising sales; according to The Wall Street Journal (WSJ), she played a key role in launching the company’s ad-supported streaming service Peacock.

The media also points out that Yaccarino’s nickname is “velvet hammer”, because of his tough negotiating tactics.

In 2021, the year before Musk took over the social network and took it private, advertising accounted for nearly 90% of Twitter’s revenue.

But then things changed dramatically: Of the top 100 advertisers on Twitter before Musk bought the company, 37 spent nothing on network advertising in the first quarter of this year, according to market research firm Sensor Tower, while those 24 other brands cut their average monthly amount. ad spend on Twitter by 80% or more.

In April, Musk said Twitter could be cash flow positive as early as this quarter.

After buying Twitter for $44 billion, Musk fired several of the company’s top executives, including CEO Parag Agrawal, legal counsel and chief financial officer.