Micro-blogging platform, Twitter has appointed Linda Yaccarino as its new CEO.

Yaccarino is the former NBC Universal advertising.

Elon Musk, while announcing announced her appointment in a tweet, said she “will focus primarily on business operations, while I focus on product design & new technology.”

“I am excited to welcome Linda Yaccarino as the new CEO of Twitter! Looking forward to working with Linda to transform this platform into X, the everything app,” he wrote.

Yaccarino previously worked as chairman of global advertising and partnerships at NBCU, where she has been since 2011. She helped oversee the launch of NBC Peacock and advocated for the modernization of ad measurement technologies.

According to her company profile, Yaccarino is also credited with helping NBC forge “non-traditional partnerships” with companies like Apple, Snapchat, and YouTube.