Elon Musk is welcoming a veteran ad executive to the helm of Twitter, the social media site the billionaire Tesla CEO has been running since he bought it last fall.

Musk announced Friday that he’s hiring Linda Yaccarino to be the new CEO of San Francisco-based Twitter, which is now called X Corp. He said Yaccarino’s role will be focused mainly on running the company’s business operations, leaving him to focus on product design and new technology.

VETERAN AD EXEC

Yaccarino, 60, has worked as an advertising executive for decades. She came to NBCUniversal in 2011, just as Comcast was completing its merger with NBC, and oversaw integrating the companies’ ad sales platforms. There, her most recent title was chairman, advertising and client partnerships. She oversaw all market strategy and advertising revenue, which totaled nearly $10 billion, for NBCUniversal’s entire portfolio of broadcast, cable and digital assets.