Twitter hires former NBCU ad exec and loses two senior safety staff

Elon Musk-owned Twitter has hired another former NBCUniversal executive to a senior role as it looks to recover the ad revenue it has shed since the South African billionaire’s acquisition of the social media platform in late 2022.

Joe Benarroch, who most recently served as Comcast-owned NBCUniversal executive vice president, communications, global advertising and partnerships, has taken an unspecified role in ‘business operations’, according to his LinkedIn profile.

Benarroch’s hire was welcomed by incoming Twitter chief executive Linda Yaccarino – also an alumn of NBCUniversal as former advertising chief – who tweeted: "Welcome to the flock, @benarroch_joe! From one bird to the next."

Benarroch and Yaccarino are staring down a fairly daunting task at Twitter. Since Musk’s acquisition, the company has taken a significantly more lax approach to content moderation which led to more than half of its top 1,000 advertisers withdrawing their support. The company has also cut its headcount by around 70 per cent, with content moderation teams being gutted.

Compounding Twitter’s growing reputation as not a safe place for brands is the departures of head of brand safety and ad quality A.J. Brown and head of trust and safety Ella Irwin whose resignations were announced last week.

The company’s attempt to move away from advertising as its main revenue source and towards its controversial Twitter Blue subscription has spectacularly backfired for the bird app.

Asset manager Fidelity, which held a $20 million stake in the company prior to its sale to Musk, last week in a corporate filing said that its stake is now worth under $6.6 million. This values the overall company, now officially called X Holdings Corp, at $14.75 billion – a far cry from the $44 billion paid by Musk in October.

    Share Story:

Recent Stories

Bringing Teams to the table – Adding value by integrating Microsoft Teams with business applications
A decade ago, the idea of digital collaboration started and ended with sending documents over email. Some organisations would have portals for sharing content or simplistic IM apps, but the ways that we communicated online were still largely primitive.

Automating CX: How are businesses using AI to meet customer expectations?
Virtual agents are set to supplant the traditional chatbot and their use cases are evolving at pace, with many organisations deploying new AI technologies to meet rising customer demand for self-service and real-time interactions.