Anthony Noto's influence is rising inside Twitter.
There isn't much that's super clear at Twitter these days, including its future as a standalone company, but Noto's expanded role and increased importance is hard to overlook.
In fact, Twitter has spent the past six months showing us how valuable Noto is. Here's what we know.
- Noto's role is expanding. The former Goldman banker will soon be giving up his CFO title in exchange for the COO position following the departure of Adam Bain, which means running all of Twitter's revenue-generating teams, including ads, partnerships, and business development. And that's big given that Twitter's ad business has not been able to mask its user growth issues this year the way it has in the past. It's now Noto's job to help fix things, and keep Wall Street off Twitter's back.
- Noto is running the company's most important user growth effort: Livestreaming video. Twitter's entire livestreaming operation rolls up into Noto, and he even built his own team inside the company to build the livestreaming product and sign the content deals. Noto is a major reason Twitter locked up a deal with the NFL to stream "Thursday Night Football" games — he was once CFO of the National Football League — and sources say that he's been the driver of this entire effort, which has been Twitter's most significant product and marketing push this year.
- Noto is getting paid. As part of his new role, Noto will get a $12 million annual raise, according to documents filed with the Securities and Exchange Commission late on the day before Thanksgiving. Noto was already paid handsomely, something that isn't lost on many Twitter employees we've spoken to over the years, so Twitter's willingness to boost that number even higher shows how much the company wants to keep him around for whatever Twitter's next phase may be.