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Elon Musk Tightens the Belt: X/Twitter Undergoes Management Shakeup

X/Twitter’s high-minded CEO Linda Yaccarino has made sweeping changes to her inner circle amid growing pressure from owner Elon Musk to improve the platform’s financial performance.

of Financial Times Reports Yaccarino recently fired Joe Benarroch, head of business operations and communications and a widely seen figure as his right-hand man. The decision came after Benarroch was held accountable for mishandling the implementation of X’s new adult content policy and failing to notify customers before the changes were made public.

Benarroch’s responsibilities will be taken over by Nick Pickles, head of global government affairs, in a role that has been temporarily expanded to include leading communications worldwide. Pickles, one of the few Twitter executives to survive Musk’s acquisition, has seen his influence grow within the company. This week, he attended the Cannes International Advertising Festival for the first time with Yaccarino and Musk, signaling his growing importance within the organization.

Elon Musk grins (Wired Photostream/Flickr)

The personnel changes come at a critical time for X, where Yaccarino is tasked with stabilizing the platform’s financial health. Tensions have been rising between Musk and Yaccarino as Yaccarino struggles to meet the billionaire Musk’s expectations for revenue growth and cost-cutting measures, according to people familiar with the matter. Those pressures have led to cuts to sales teams in the U.S. and U.K., as well as spending cuts on things like travel.

Further complicating the situation, Musk brought in longtime ally Steve Davis, CEO of The Boring Company, in April to oversee X’s financial and performance management. Davis, who led cost-cutting efforts at X after the acquisition, is reportedly evaluating underperforming employees and targeting dozens of jobs for cuts, a move some have interpreted as a sign of ongoing concerns about the platform’s financial stability.

Davis’ involvement raises questions about Yaccarino’s power within the company, and a source familiar with her thinking said she sees Davis as a potential threat to her position. Davis’ wife also works at X, overseeing the platform’s real estate strategy, further complicating the dynamics within the organization.

Despite the company’s internal challenges, Yaccarino and Musk have been actively trying to rebuild relationships with advertisers. Last week, they attended the Cannes International Advertising Festival to persuade agency and brand chiefs that had previously pulled spending from Facebook to return. Their efforts come in response to concerns about content moderation and Musk’s controversial leadership style.

X executives report that more than 60% of brands that had paused advertising have resumed spending in recent months, albeit at reduced levels. The platform’s executives have been keen to emphasize how safe the site is for brands and to highlight new features such as improved video capabilities and targeted marketing tools.

Click here for details of Financial Times here.

Lucas Nolan is a reporter for Breitbart News covering free speech and online censorship.

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