Exodus from Twitter: Company faces murky future as top executives flee nest | Twitter

Twitter is facing new uncertainty amid a growing exodus of senior management and reports that massive layoffs and major changes to the platform could come within days.

The company’s advertising and marketing chiefs recently announced their departure, along with the director of human resources and diversity, general manager of core technologies, chief product officer and vice president of global sales. . Elon Musk last week fired CEO Parag Agrawal, chief financial officer Ned Segal and chief legal and policy officer Vijaya Gadde shortly after taking over the company.

Sarah Personette, the chief account officer and advertising boss who said she was looking forward to work with musktweeted on Tuesday that she had quit, adding to advertisers’ uncertainty about how the social media company would change under new ownership.

Dalana Brand, the director of human resources and diversity, announced in a LinkedIn post on Tuesday that she also resigned last week. Chief Technology Officer Nick Caldwell confirmed his departure on Twitter, changing his profile bio to “former director of Twitter” by Monday evening.

Marketing chief Leslie Berland, Twitter product chief Jay Sullivan and its vice president of global sales Jean-Philippe Maheu have also quit, a person with knowledge of the matter told Reuters. It was not immediately clear whether they had resigned or been asked to leave.

Reports of job cuts have swirled since even before Musk officially took over. Bloomberg’s latest report said on Wednesday that Twitter’s billionaire new owner would cut about 3,700 jobs – or half of Twitter’s workforce – to cut costs, and also ask workers to return to the office. The outlet further reported that Musk plans to start charging for Twitter’s “blue tick” verification by next week.

Several employees told Reuters they continued to receive little communication about the company’s future. Twitter canceled a recording call last week as well as an all-staff meeting scheduled for Wednesday.

Meanwhile, Musk’s team plans to meet with advertisers in New York next week, as the company’s increasingly finicky customers sound the alarm about the possibility of harmful content appearing alongside. their advertisements.

Hateful content has exploded since Musk’s takeover. The use of the n-word has increased by almost 500% on Twitter, according to the Network Contagion Research Institute, which identifies “cyber-social threats”.

A coalition of more than 40 advocacy organizations, including the NAACP and Free Press, sent an open letter to Twitter’s top 20 advertisers on Tuesday, asking them to remove their ads if Musk removes content moderation on the platform.

Mediabrands, a unit of advertising holding company IPG, has advised its clients to suspend advertising on Twitter for the next week until the company provides more details on its plans to protect trust and safety on the platform, Reuters reported, according to a source familiar with the matter. IPG works with major advertisers such as Coca-Cola.

Musk tried to reassure advertisers. “Twitter’s commitment to brand safety remains unchanged,” he tweeted on Monday.

He previously said he would overturn the Twitter ban of Donald Trump, who was expelled over fears he could incite further violence after the uprising on the US Capitol last year. But this week, Musk indicated that no banned accounts would be reinstated until at least after the midterm elections in the United States.

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