Linda Yaccarino, NBCUniversal’s advertising chief and a longtime power broker on Madison Avenue, is the new CEO of Twitter, according to billionaire Elon Musk. Musk, who purchased the social media giant last year in a deal worth $44 billion. will step aside to focus on product design and new technology, while Yaccarino, 60, will lead the company’s business operations.

The Italian American ad executive was recruited primarily to boost Twitter’s slumping ad profits. Yaccarino has spent decades in the upper echelons of the marketing world, and she’s one of the most beloved and trusted leaders in the business. “It has been an absolute honor to be part of Comcast NBCUniversal and lead the most incredible team,” Yaccarino said in a statement.