Before Musk picked Yaccarino as Twitter CEO, she challenged him on policies, and his own tweets

On Friday, Elon Musk announced that NBC Universal’s Linda Yaccarino will serve as the new CEO of Twitter. Yaccarino is a longtime advertising executive credited with integrating and digitizing ad sales at NBCU. Her challenge now will be to woo back advertisers that have fled Twitter since Musk acquired it last year for $44 billion.

Since taking ownership, Musk has fired thousands of Twitter employees, largely scrapped the trust-and-safety team responsible for keeping the site free of hate speech, harassment and misinformation, and blamed others — particularly mainstream media organizations, which he views as untrustworthy “competitors” to Twitter for ad dollars — for exaggerating Twitter’s problems.