Vice Ilon Musk X who tried to ride the tiger

Three weeks ago, Linda Yakarino insisted that a few had changed when billionaire businessman Elon Musk merged, the social platform that went, with Xai, AI group.

“I am the CEO of X and” my manager “is still the same.”

Less than three weeks later, none of these things was true.

Yakino She announced on Wednesday that she was Stem From her role as an executive president after two years, she noticed that X “enter a new chapter” with a tie with xi.

Industry people say that Yaccarino was, in many ways, they were established.

It has been assigned to return the dollars of ads to a platform whose politically polarized owner told the brands that they did not spend with “to go to themselves.”

Musk Four people said with each of them. The explicit billionaire style collided with the Polish Madison Avenue, a deputy.

“Sandberg (Sandberg) found the rhythm with Mark (Zuckerberg),” one of the people who refer to the former CEO of Meta and its CEO, respectively. “Linda could not find the rhythm with Eleon.”

She succeeded in strengthening advertising in X. But as soon as she bought the Musk’s Ai Xai X collection for $ 45 billion in March, “she had to ask about the reason for her existence,” said Bian Wider of Madison & Wall, an advertising consultant.

Looking at the gradual approach to musk, around the clock to drive X, Yaccarino did not have this type of control that most executives enjoy.

Over the past six months, Musk has been distorting his work with the Donald Trump administration, which recently ended in a fall with the American president.

After returning to his work in recent weeks, the billionaire businessman began making unilateral decisions in X – even in the field of ads that were the heart of Yaccarino. His movements sometimes find her and her team.

“Illon is calling all shots,” said one of the executives of the advertisement, who knows Yaccarino and Musk, on the pretext that her mandate has become unable to be particularly defended during the past three months. “I tried to ride the tiger, but it was thrown.”

Known in this industry as “Hammer Velvet”, Yaccarino joined X in 2023 after managing the advertising work for NBCunivesal, where she was famous for full Rolodex and strong relationships with global brands.

She was given the task of using the dollars of advertising after the brands left large numbers after Musk seized $ 44 billion on the platform – due to concerns about his volatile management style and fears that it allows toxic content not to deter.

Besides the advertisement, X’s video features, and deals with creators and sports championships, have developed X Money, a digital payment service and a counterpart to a counterpart that is scheduled to be released later in the year.

Yakarino remained loyal to the audience to hold to the end. But some who worked with them believed that her talent was a prominent sales representative that harms her relationship with him.

Musk poetry that Yaccarino was not completely transparent about the company’s position with advertisers, and a shine on reality. He wanted her to restore business to financial health more quickly.

One of the people who worked with them alike said: “She did not dig her style as a brilliant executive director of Madison Street.” “He wants to have an authentic conversation and is not nonsense.”

Tensions erupted almost a year ago when Musk issued warnings to Yaccarino to accelerate growth and summon First Lieutenant Steve Davis to review X funds and manage performance. The billionaire later rented the former CEO of Mahmoud Reda Bandy as a financial president.

One person, one of them said that Bandy was directly informed of Musk, and spoke to him frequently, which led to the extraction of the CEO. Many people familiar with this issue said that Yaccarino’s relationship with Banki was quickly tense.

The people said that Yaccarino wanted to allocate a budget for the content of the content creator and enhance the advertising technology in X, but Banki questioned the spending decisions and the investment directed to other areas of the company, and the financial austerity age.

She also rocked the Musk relationship with Yaccarino after it helped secure a content deal in early 2024 with the previous CNN, without lemon, which later exploded, according to two people familiar with this issue. After agreeing to the deal, Lemon conducted a controversial interview with Musk in which he asked whether he had offended the drug, angered the billionaire who canceled the partnership after that. Lemon now prosecution Musk and X to violate the contract.

Many of the people who worked with her said, sometimes describing her as tears in the office.

Others noticed a stiff: “It lasted for two years in a job that would crush most people within two weeks.”

Yaccarino also won the battle that was strongly made to transfer some advertisers to the platform.

One year after Musk’s acquisition, the advertisement decreased by about 50 percent. Yaccarino has operated some of the world’s largest brands by prosecuting its business group as well as many companies such as Shell and Pinterest for anti -competition behavior. X accused them of a “illegal boycott” of the platform.

The thrilled musk relationship with Trump is adding to the brands, which started to return to X.

Tower Market Intelligence Group Tower said, “X showed a renewed force at the base of the advertiser,” quoting “large and prominent brands” such as TEMU, Amazon, Apple, Google, Verizon and Dell are among the best on the platform in the United States since January.

Emarkter Projects X will increase to $ 2.3 billion this year, compared to $ 1.9 billion a year ago. Global sales were in 2022, when Musk took 4.1 billion dollars.

However, some advertisers were upset with the styles of Yakarino.

“On her appreciation, advertisers have returned to X,” said an executive official for a long time. “I did it with a pistol, but they returned.”

Wesir said that the advertisers were no longer “voluntarily or happily.” For some, “it was better to spend something” to avoid the legal challenge x.

Many marketing executives said the toxic content was not the only problem. They said Yaccarino failed to make X an effective advertising platform that has been returning to investment.

“You can say that she did not do enough to make the platform better for advertising,” one of the executives told the ad. “Many customers do not announce X not because of the content, but because it does not work very well.”

However, Yaccarino seemed to be financially restricted, and some of those familiar with her legacy. The former colleague said: “It was the motivation, energy, energy and mercy in Linda who helped rebuild some of these relationships.”

Things changed when Musk returned from his extended invasion.

One of the people who worked with them said: “What saved her is the elections and a diving in the depth of the administration, because after that he took his eye from x.”

The merger with Xai came when Musk returned his focus to the company.

The person said: “Now that he returned to his work, he was never putting it on the president of Amnesty International at all.”

In recent weeks, Musk has made many decisions unilaterally about the advertisement, the people familiar with this said. He has banned retailers of ads, and announced that X will charge brands based on vertical size. He also set Nikita Bier, a high -level businessman and user, as the head of the product.

Yaccarino believed that Musk did not focus enough on safety, an important issue for her, according to one person familiar with the matter.

Yaccarino has been selected early in her departure. This coincided with Chatbot Grok from Xai on Wednesday Anti -Semitic hatredAlthough the two were not linked, according to X.

X and Yaccarino refused to comment. Musk did not respond to a request for comment.

It is not clear what comes after that of the veteran vigor. Trump’s steadfast support and caught many advertising partners, known as the committed Republicans, surprised many advertising partners.

Its defense can stand for years for Musk in the way of the role of the CEO of a media company or another entertainment company, according to those familiar with the industry.

But the role of X helped to strengthen its links in Washington.

Trump’s daughter Ivanka Trump personally, who helped mediate her relationship with the president, said personally known to people familiar with this.

It is also Close friends With Scott Turner, the current secretary of the Ministry of Housing and Urban Development, and Intelligence Director Tolsi Gabbard. One of the long close associates said that Yakarino remained a strong supporter of Trump despite his bombing with musk.

Some suspect that its next step may be to play a role in management or as a defender of freedom of expression. Yaccarino has started wearing a diamond necklace that reads “freedom of expression” about a year in its leadership of X.

Mike Benz, an official in the Trump administration, who is now running the monitoring of freedom of expression, praised Yaccarino on X after her resignation.

“I went up to all of us in the face of what seemed to be uninterrupted pressure from governments, advertisers, barters, banking institutions, and lynch astroturfed,” he wrote. Yaccarino later shared the post.

“Before x, it was in Jabal Rashmour of the executives,” said Le Pascalis, CEO of AJL Marketing Consulting Consulting. “She does not need to work, but she needs to go out elegantly. I think this is the next for her.”

Participated in additional reports Daniel Thomas