X announced Tuesday it’s adding two names to the safety team as advertising dollars continue to dwindle at the social media company.
According to X, current employee Kylie McRoberts was promoted to head of safety on the platform and Yale Cohen, executive vice president at public relations firm Publicis Media, is taking over as chief of brand safety and advertiser solutions.
Ms. McRoberts is the first person to head the safety department in at least 10 months and the third since Elon Musk took control of the site in 2022. According to X, she will be responsible for overseeing safety policies on the platform and will be instrumental in forming new ones.
Mr. Cohen will have the task of keeping valuable advertisers after Mr. Musk alienated many. According to data analysis from Sensor Tower, 75 of the site’s 100 biggest advertisers have stopped spending on the platform. Mr. Musk maintains that major advertisers have started to come back.
Since taking the reins, Mr. Musk has radically changed how content moderation works on X. Ms. McRoberts is now head of what was once called the Trust & Safety team. After taking over, Mr. Musk decimated the unit, eliminating many of the roles. He also removed the Trust part of the title, saying it was a “euphemism for censorship.”
Such moves, including lifting the widespread ban on GOP users such as former President Donald Trump, have made Mr. Musk wildly popular with conservatives.