Twitter Blue Head Jobless After Latest Layoffs

Twitter's Esther Crawford won't be sleeping in the company building any longer.

Twitter's recent round of layoffs also took Crawford's job away from her despite being one of the loyalists that rallied behind company CEO Elon Musk when he demanded her fellow employees to "work hardcore" or be fired for refusing.

Crawford previously headed various Twitter projects during her tenure, including Twitter's Blue verification subscription and its upcoming payments platform, per The Verge.

Esther Crawford Lay Off Details

Musk wasn't kind to Crawford and her teammates. The Chief Twit himself laid off most of the members of Twitter's product team. According to Alex Heath of The Verge, the company now has less than 2,000 employees due to the new layoffs, which could signify that Musk plans want to change up some things in the company.

The idea of Musk making changes to the company isn't far-fetched. Twitter ex-employees believe that Musk will soon install a new regime at the company in preparation for the CEO that will replace him in late 2023.

You may remember that Musk mentioned that late 2023 is an ideal time for him to find a worthy successor as he thinks that Twitter would be stable as a company around that time. He also mentioned that he needs to stabilize the organization and ensure it is in "a financially healthy place" and that its product road map is clearly laid out.

Whether Crawford's firing will affect Twitter negatively is still up for debate. The now-former Twitter product manager previously became one of the company's most prominent product managers under Musk, especially when she posted a photo of herself sleeping in the company's office inside a sleeping bag and wearing an eye mask, per Tech Crunch.

According to her LinkedIn profile, she previously worked closely with Corporate Development to identify and land merger & acquisition deals and investments for the company. During her tenure as Director of Product Management, she led teams that worked on Creators, Spaces, Communities, Crypto, DMs, and Longform Notes.

She also worked on Twitter's upcoming payments platform, with her mapping out the architecture needed to enable payments on Twitter with a small team, per the Financial Times' sources.

She also led a team of product managers to build Twitter's Creator Monetization and Crypto/Web3 products.

New Twitter Layoffs

Musk's new Twitter layouts could very well have been in preparation for a new regime in the company, which his chosen successor would lead in 2024. The layoffs were part of Musk's strategy to address what he dubbed as "the worst ad relevance on Earth," with him wishing that Twitter's ad relevance functions more like Google's.

Musk wants Twitter's ad relevance to focus on a user's search history than their activity and profile information, which may have been a factor in its reduced revenue.

The Verge noted that Musk's thought that Twitter's ads are not as great as its competitors in terms of efficiency and quality is spot on. As such, he made ways to enhance Twitter's advertising to improve it.

The recent layoffs affected well more than 50 employees spread throughout multiple departments.