John Nitti has exited his role as Global Head of Revenue Operations and Advertising Innovation at X after ten months in the position. He joined the company in January and left in late October.
His responsibilities included overseeing advertising revenue, managing relationships with major brands, and leading internal teams focused on ad operations and sales coordination. His role placed him within the company’s upper leadership during a period when advertising remained its main source of income.
Nitti joined as X was working to regain advertiser activity on the platform after several companies reduced spending. He was tasked with managing interactions with media agencies and corporate marketing teams and overseeing the internal processes that supported ad delivery, budgeting and performance tracking.
Leadership Role and Advertising Operations
Before joining X, Nitti held senior roles at Verizon Media and within the advertising industry, where he worked with large consumer brands and media networks.
At X, he supervised global teams that handled campaign performance, sales coordination, and advertiser account management. His department worked with regional leads in key markets, including the United States and Europe, providing reporting, revenue updates, and campaign support to clients.
Nitti’s work included reviewing advertising data, coordinating revenue target,s and participating in meetings with major advertisers. His role also covered discussions around ad formats and placement guidelines on the platform. His team monitored campaign delivery, billing cycles and revenue performance on a daily and quarterly basis.
During his tenure, X introduced subscriptions and creator monetisation programs; however, advertising continued to generate the majority of its revenue.
His department remained central in monitoring financial performance and providing information to the leadership team. No major advertising product launches or public campaigns were directly attributed to his leadership during this period.
Advertiser concerns around brand safety and content moderation continued through the year. Several companies had previously paused spending on where their advertisements appeared on the platform. Nitti’s role involved communicating changes to advertisers and addressing operational issues linked to campaign visibility and placement.
Executive Departures and Organisational Shift
Nitti’s departure is part of a series of leadership exits at X within the same year. Chief financial officer Mahmoud Reza Banki resigned in October after less than twelve months in the role. In July, chief executive officer Linda Yaccarino stepped down after serving two years. Other departures during the year included executives across finance, trust and safety and business operations.
Since the acquisition and rebranding of Twitter to X under Elon Musk, the company has undergone structural changes across departments. Responsibilities were redistributed, and internal communication became less formal and less frequent. Nitti reported to senior leadership and was involved in revenue briefings and discussions with large advertising clients.
During his time at the company, advertising remained X’s primary income source despite the introduction of alternate revenue products. His team continued to track spending patterns across industries such as consumer goods, automotive and technology. Internal revenue reports focused on advertising output and client retention efforts.
