Elon Musk is in talks to rent Linda Yaccarino, the chair of world promoting and partnerships at NBCUniversal, as chief government of Twitter, two folks with data of the matter stated.

The talks are at a sophisticated stage, stated the folks, who spoke on the situation of anonymity as a result of the conversations are confidential. Ms. Yaccarino has been in discussions with Mr. Musk for weeks, they stated. Final month, Ms. Yaccarino interviewed Mr. Musk onstage at an promoting occasion in Miami.

Mr. Musk had said earlier on Thursday that he had chosen a chief government for Twitter however didn’t establish the chief. In a tweet, he stated “she can be beginning in ~6 weeks!” He added that he would stay concerned as government chair and “CTO,” which usually denotes chief expertise officer, and that he would nonetheless oversee Twitter’s product and software program.

Mr. Musk and Ms. Yaccarino didn’t reply to requests for remark. The Wall Avenue Journal earlier reported that Ms. Yaccarino was in talks with Mr. Musk.

Mr. Musk, who purchased Twitter for $44 billion final 12 months, will retain a agency grip on the corporate even when he names a chief government. As Twitter’s proprietor, he has put his stamp on it by eliminating greater than 75 % of its 7,500 staff, putting in his personal leaders and altering the service’s options and technique. He additionally took Twitter non-public, which implies he doesn’t should disclose company data to the general public.

Any new chief government is ready to inherit a litany of challenges at Twitter. The corporate faces a sagging promoting enterprise, which has been its fundamental income, in addition to debt funds of about $1.5 billion a 12 months from the sale to Mr. Musk. At an investor convention in March, he stated Twitter had skilled a 50 % decline in advert income and had been on the trail to chapter inside months of being bought.

A few of Twitter’s promoting woes had been associated to a broader droop pushed by uncertainty within the world economic system. However Mr. Musk additionally spooked advertisers after shopping for Twitter by throwing out guardrails on what sort of posts can be allowed on the social media service. Manufacturers sometimes don’t wish to run adverts alongside poisonous content material.

IPG, one of many world’s largest promoting firms, issued a advice within the fall by means of its media companies for purchasers to briefly pause their spending on Twitter due to moderation issues.

Final month, in an interview with the BBC, Mr. Musk stated that the majority of Twitter’s advertisers had returned.

In Ms. Yaccarino, Twitter would get an government with deep ties to the promoting business and with in depth expertise within the media sector. Ms. Yaccarino, whose star has risen over the course of an extended profession at NBCUniversal, has private relationships with many of the chief executives of the promoting holding firms, a key constituency for Twitter.

She has moved within the high echelons of the promoting world for years, overseeing a sprawling staff that has brokered main advertising partnerships, helped develop NBC Common’s streaming choices, criticized outdated business practices and generated greater than $100 billion in promoting gross sales. She has been closely concerned within the community’s dealings with marquee occasions such because the Tremendous Bowl and the Olympic Video games. She can be a dependable presence at glittering promoting occasions, such because the Cannes Lions pageant within the South of France.

The conversations about Twitter’s chief government come at a fragile time for Ms. Yaccarino, who’s slated to deal with NBCUniversal’s greatest purchasers subsequent week within the upfronts, an annual pitch to woo advertisers.

Mr. Musk had raised the thought of a chief government for Twitter in December after he was criticized for a few of his choices on the firm. He ran a ballot on Twitter on the time asking if he ought to step down as the pinnacle of the corporate. “I’ll abide by the outcomes of the ballot,” he wrote.

Greater than 17 million votes had been forged within the ballot, with some 58 % of respondents saying they had been in favor of him stepping down as chief government. In February, whereas talking at a convention in Dubai, Mr. Musk stated he was aiming to call a brand new Twitter chief government by the tip of 2023.

Twitter’s staff weren’t notified of a brand new chief government earlier than Mr. Musk’s tweet, based on two staff.

Mr. Musk has additionally been underneath strain from buyers at his different firms — notably the electrical carmaker Tesla — to maneuver away from day-to-day administration of Twitter, which they’ve thought to be a distraction. Shares of Tesla, which had been little modified for many of the day, jumped after Mr. Musk’s tweet, rising about 2 % within the ultimate minutes of buying and selling on Thursday.

Mr. Musk has beforehand ceded some management tasks at his different firms. At SpaceX, his non-public rocket producer, he has delegated a lot of the operating of the agency to Gwynne Shotwell, the president and chief working officer. That has freed Mr. Musk to give attention to engineering and product choices, and to maneuver amongst his varied firms.