Linda Yaccarino, Twitter CEO, dubbed ‘velvet hammer’ for her influential leadership style.

Linda Yaccarino, the CEO of advertising and partnerships at NBCUniversal, is often referred to as the “velvet hammer,” due to her reputation as a tough negotiator who manages to maintain her composure and grace under pressure. Her extensive experience in the media industry, combined with her leadership style, has earned her a place among the most influential figures in the world of advertising.

Yaccarino’s impressive career began in the 1980s, when she worked in sales for MTV. Since then, she has held a variety of positions at major media companies such as Turner Broadcasting, Viacom, and NBCUniversal. During her time at NBCUniversal, she has overseen the company’s advertising sales division, NBCUniversal Content Studios, and its partnerships with companies such as Snapchat and BuzzFeed.

One of Yaccarino’s most notable achievements was negotiating a $7.75 billion deal for the broadcasting rights to the Olympic Games in 2014. Her ability to secure such a lucrative contract for the company earned her widespread recognition and cemented her reputation as a skilled negotiator.

Despite her tough negotiating style, Yaccarino is known for her ability to build strong relationships with her clients. Her colleagues describe her as a “brilliant strategist” who has a deep understanding of the media industry and its constantly evolving landscape.

Yaccarino’s leadership style is also marked by a commitment to diversity and inclusion. Under her leadership, NBCUniversal has implemented a number of initiatives aimed at increasing diversity both on and off screen. She has also been a vocal advocate for gender equality in the workplace and has worked to create opportunities for women in the media industry.

Re-reported from the story originally published in The Week.