Business Insider tells the innovative stories you want to know Business Insider tells the innovative stories you want to know I asked X for comment, but haven't heard back. Whether Yaccarino could have done better is a different question. At times, she seemed to channel her new boss's penchant for fighting with enemies real and imagined — like her bizarre onstage appearance at the Code Conference in 2023. At other times, she seemed committed to using her Rolodex to work with big brands that would still do business with Twitter, like the NFL. You can also debate whether she should have taken the job at all. Remember that Musk essentially announced her hire while she was still at her old job, running ad sales at NBCUniversal, which forced her out right before a crucial sales event. If that's how your new boss treats you before you start your new gig, imagine what it's going to be like when you're actually employed there? In retrospect, it seems clear that Musk himself has grown tired of even pretending that Twitter will make real money from advertising. While Yaccarino described her tenure there as a "historic business turnaround," documents the company sent to investors this year suggest that, at best, the company was generating operating profits similar to what it had earned before Musk's takeover — but that ad revenue was still way down since his purchase.