Twitter’s next leader is a well-connected media executive whose deep ties to Madison Avenue could help lure advertisers back to the platform at a critical time.

Axar.az reports that Linda Yaccarino is leaving her job as head of global advertising at NBCUniversal to take the CEO role at Twitter. She will work closely with owner Elon Musk, who will be both chief technology officer and executive chair.

She will helm a company mired in multiple crises many of them spurred by Musk himself. Musk fired or lost about 75% of Twitter employees since his October takeover, including most of those who had deep relationships in sales and partnerships, which Yaccarino will now need to repair. The company has also faced an advertiser exodus, triggered in part by Musk’s erratic content moderation decisions and his own tweets.