Esther Crawford caused a stir last November, just days after the acquisition was completed Twitter by Elon Musk when she posted a photo of herself sleeping in a sleeping bag on the floor of her office at the platform’s headquarters in San Francisco.
She wrote on “When your team is working around the clock to meet deadlines, sometimes #SleepWhereYouWork” accompanying caption.
At the time, Twitter was in the eye of the storm amid financial reports that revealed huge revenue losses, an exodus of advertisers, and Mass layoffs.
Since then, however, Esther Crawford — a member of Twitter’s old guard left by a wave of layoffs — has seen her career take off and entered Musk’s inner circle, according to a Financial Times article about the 39-year-old. , who today boasts the position of Director of Product Management at Twitter.
“I am currently leading efforts to diversify the company’s revenue beyond advertising,” she said on her personal website, implying that Crawford is the director — and there are very few women in leadership positions around Musk. – which contributed to its spread Blue Twitter (for the revamped version of the platform’s subscription service, for which account verification is supported) and in implementing its plans to allow social media payments.
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According to current and former colleagues cited by the British newspaper, Crawford appears to have earned Musk’s full confidence, embodying his vision of “hard work”.
The 39-year-old, who holds a Bachelor’s degree in Philosophy with a Master’s in International Relations, joined the power of Twitter in 2020 when the social network bought its startup called Squad, a video chatting platform. A former weight loss YouTuber, Crawford has also held marketing positions at several Silicon Valley startups and has been very active on Twitter.
However, several months before a photo of her sleeping bag went viral, revealing a sighting of Musk “Twitter Hardcore”Crawford was a mid-level employee tasked with helping influencers make more money from their social media presence. The Financial Times report says the 39-year-old showed up at Perch, a Twitter café, in an attempt to meet Musk the same day he entered… Director Office at the company’s headquarters in San Francisco. She introduced herself to the new owner of the platform and immediately gave him some of her thoughts on how Twitter can benefit from digital payments on the platform and how to offer new services to content creators.
Musk, who is also an influencer with more than 127 million followers, seemed to like her initiative, although other colleagues were not happy and one of her bosses reprimanded her for reporting directly to Musk. And so Crawford landed her position, and thanks to her ideas and continued commitment (as evidenced by her overnight stay in the office), she was able to carve out a career in a matter of months becoming one of Twitter’s most important leaders and closest employees. With Musk management. In fact, to the extent that it was she who helped him manage the dispute with Apple and meet with its CEO, Tim Cookso that they can find it.
Colleagues who spoke to the Financial Times described her as a “diplomat” who buys custom-made mugs for her team members. However, many call her a “licker”: “She was a zero and managed to become a person because she was willing to sell her soul for her 15 minutes of publicity. It sucks,” commented a former senior Twitter executive.
On her Twitter profile, Crawford has more than 52,000 followers. She herself does not comment on the recent press frenzy that has surrounded her name.
But he did the following research on social media: “Imagine you’re shown in a media report. What would you prefer: 1) the information is accurate and you get a positive picture but your picture is horrible, or 2) the information is inaccurate, you’re shown negatively, but you look picture perfect.” Choose one of the two, you can’t do both.”
The first choice won the poll, but for better or worse Crawford has put together a gallery of her photos on her website.
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