Linda Yacarino has announced that she is stepping down from her role as CEO of X (East Twitter), bringing an end to a brief but intense tenure at the top of one of the most high-profile platforms of the Internet. In a post on X, Yakarino stated that the last two years were “incredible” and were proud of what the team had achieved – from improving user safety to laying the foundation described as “everything app” by Elon Musk for a long time. “I am incredibly proud of the X team – what we have completed together around the historical business is not less than notable,” he wrote.

A few months after Twitter’s acquisition, YACCARINO was brought by Elon Musk in 2023. At that time, musk was under increasing pressure – especially from Tesla shareholders – to hand over responsibilities and bring stability to the stage. Yachcarino, an experienced advertising executive, who was previously leading the advertising business of NBCUNIVERSAL, was seen as an ideal pick to fix stressful relations of X with advertisers and to help restore credibility with brands.

During his time, he helped push through major product changes and played an important role in Steering X towards a comprehensive vision – including live videos, manufacturer partnerships, payments and even connected TV apps. Facilities like community notes gained more visibility, and new services such as X Money (a digital payment platform) were introduced to take the company beyond the place for social conversation.

Nevertheless, the advertising business of the platform continued to struggle. Advertisement Revenue, while it is expected to grow for the first time in four years, before the acquisition of Musk, it remains only half to half in 2021. Yachcarino also had to navigate several controversies, including Musk’s vocal comments towards advertisers and legal disputes with industry groups.

One of the more notable flashpoints came in 2023, when Musk made derogatory remarks for the advertisers who boycotted the stage, a comment that complicates Yakarino’s efforts to reconstruct the trust. The company also filed a high-profile case against a major advertising industry alliance, which eventually shut down the group.

Despite increasing issues, YACCARINO was on the course, often showing industry events to advocate the company. Only last month, she was seen promoting the new advertising and producer tool of X at the Cannes Lions Festival in France, where she announced a new podcast with Serena and Venus Williams that would specially stream on X.

“As usual, I will see you on X,” he signed. The X has not yet received the name of a replacement.