Twitter’s Chief Executive Linda Yaccarino has made significant changes to her inner circle in an effort to improve the platform’s financial performance under pressure from owner Elon Musk. Nick Pickles, the global government affairs head, has taken on additional responsibilities, including directing all global communications, as part of the reshuffle. Pickles has emerged as a key figure in the company, attending high-profile events such as the Cannes advertising festival alongside Yaccarino and Musk.
The changes come as Yaccarino faces mounting challenges in stabilizing Twitter’s financial health. Sources close to the matter report growing tensions between Yaccarino and Musk, who is pushing for increased revenue growth and cost-cutting measures. As a result, the company has reduced staff in its US and UK sales teams and scaled back spending on travel and other items.
Adding to the complexity of the situation, Steve Davis, a longtime ally of Musk and CEO of The Boring Company, was brought in by Musk in April to review Twitter’s finances and performance management. Davis, who previously led a cost-cutting effort at the company following its acquisition, is reportedly assessing low performers and targeting dozens of jobs for potential cuts. This move has been seen as a sign of continued concerns about the platform’s financial stability.
The involvement of Davis has raised questions about Yaccarino’s authority within the company. Sources close to her say she is aware of Davis as a potential threat to her position. The situation is further complicated by the fact that Davis’s wife works at Twitter, overseeing the company’s real estate strategy.
Despite the challenges, Twitter executives have reported that over 60 percent of brands that had paused advertising have resumed spending in recent months, albeit at reduced levels. The company has emphasized the safety of the site for brands and highlighted new features such as improved video capabilities and targeted marketing tools.
