Linda Yaccarino has stepped down as Chief Executive Officer of X, the social media platform formerly known as Twitter, after nearly two years in the role. Her departure, announced this week via a personal post on the platform, occurs amid the company’s continued structural changes and strategic shifts under Elon Musk’s leadership.

Yaccarino, a seasoned advertising executive, was brought on board by Musk in 2023 during a critical moment for the business. At the time, X had been grappling with widespread advertiser uncertainty and reputational concerns. As the former chair of global advertising and partnerships at NBCUniversal, she was seen as an ideal candidate to re-establish trust with marketers and rebuild commercial stability.

Her focus was clear from the start: reconnect with advertising partners and guide the company towards a sustainable future. With her background in brand strategy and large-scale media partnerships, she led X through a significant period of change, during which the company rolled out several product features and strategic initiatives aimed at positioning the platform as a multipurpose digital ecosystem.

In her resignation message, Yaccarino said she was “immensely grateful” to Elon Musk for “entrusting me with the responsibility of protecting free speech, turning the company around, and transforming X into the Everything App.” She also noted that her decision to leave came after “two incredible years.”

Her tenure saw a number of business moves aimed at expanding X’s capabilities beyond its traditional social media functions. Under her leadership, X introduced integrated payment features, reportedly in collaboration with Visa, and signalled early interest in developing financial products, including the possibility of an X-branded payment card. The company also launched a smart TV app, expanding its reach to living room audiences and marking a step toward becoming a broader content platform.

Analysts noted that despite facing an evolving media environment and internal challenges, she remained focused on driving business growth.

Yaccarino brought decades of experience from the media and advertising sector, where she was known for navigating large corporate structures and building strategic industry relationships. Before joining X, she played a central role at NBCUniversal, where she led the company’s advertising strategy and helped transition its business model to better align with the demands of digital transformation. At the time, she was widely regarded as one of the most influential women in advertising.

At X, she brought this same expertise to a company that was being reimagined not only structurally but also philosophically. Despite the platform’s shift in tone and ownership, Yaccarino was consistently seen engaging with industry stakeholders and maintaining dialogue with advertisers.

Her exit comes just months after xAI, Elon Musk’s artificial intelligence company, acquired X in a $33 billion all-stock deal. While she has not disclosed her next steps, industry experts expect she will remain active in the media or technology sectors.

As of now, no successor has been announced, and X has not issued an official comment on the leadership transition. Yaccarino’s departure leaves a notable vacancy at the top of one of the world’s most watched social platforms, with industry insiders closely monitoring her future moves.