Twitter exodus: The company faces an uncertain future as top managers flee the nest

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

The company’s chief marketing and advertising chiefs recently announced their departure, along with their chief of staff and diversity, general manager of core technologies, chief products and vice president of global sales. Last week, Elon Musk fired Chief Executive Officer Parag Agrawal, Chief Financial Officer Ned Segal, and Chief Legal and Policy Officer, Vijaya Gadde, shortly after taking over the company.

Sarah Personnet, Chief Customer Officer and Director of Advertising said she was looking forward to it Working with MuskOn Tuesday, she tweeted that she had resigned, adding to advertisers’ uncertainty about how the social media company will change under its new owner.

Dalana Brand, chief of staff and diversity, announced Tuesday in a LinkedIn post that she also resigned last week. Core Technologies general manager Nick Caldwell confirmed his departure on Twitter, changing his profile bio to “Former Twitter CEO” by Monday night.

A person familiar with the matter told Reuters that chief marketing officer Leslie Berland, Twitter’s chief product officer, Jay Sullivan, and vice president of global sales, Jean-Philippe Miho, also left. It was not immediately clear whether they had resigned or had been asked to leave.

Reports of job cuts spread even before Musk officially took office. The latest report from Bloomberg said Wednesday that the new billionaire owner of Twitter will cut about 3,700 jobs – equivalent to half of Twitter’s workforce, in order to cut costs, and will also require workers to return to the office. The outlet further reported that Musk plans to start charging Twitter for “blue check mark” verification by next week.

Several employees told Reuters they were still receiving few communications about the company’s future. Twitter canceled a check-in call last week as well as a meeting for all employees that had been scheduled for Wednesday.

Meanwhile, Musk’s team plans to meet with advertisers in New York next week as the company’s increasingly volatile customers are sounding alarms about the potential for malicious content to appear next to their ads.

Hate content has skyrocketed since Musk’s takeover. Use of the n-word has increased nearly 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 withdraw their ads if Musk dares to moderate content on the platform.

Mediabrands, a unit of advertising holdings IPG, has advised its customers to pause advertising on Twitter for the next week until the company provides more details about its plans to protect trust and security on the platform, according to a source familiar with the matter. Subject. IPG works with major advertisers such as Coca-Cola.

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

He had previously said he would rescind a Twitter ban on Donald Trump, which went into action over fears he could incite more violence after the mutiny at the US Capitol last year. But this week, Musk indicated that no banned accounts will be re-created until at least after the US midterm ends.

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