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- Multiple outlets reported that Twitter's director for product management was fired amid new layoffs.
- Esther Crawford uploaded a photo showing herself lying on the ground after becoming "hardcore" under Elon Musk.
- According to reports, Crawford met Musk 1-on-1 and was called his "interpreter" by a colleague.
Multiple media reports claim that multiple engineers and members of the product team at Twitter were fired, including Esther Crawford, Director of Product Management.
According to her LinkedIn profile, Crawford worked for more than two years at Twitter on projects such as Twitter Blue and Spaces.
Platformer's Zoe Schiffer first reported her layoff on Saturday. Alex Heath, The Verge's editor, confirmed the news, as well as another round of layoffs that impacted multiple departments within the company, including the product and advertisement teams.
Multiple outlets claim that at least 50 employees were affected by the layoffs. Kali Hays, an Insider reporter, first reported that 50 members of Twitter's product team would be fired in January.
After a viral photo of Crawford sleeping on the floor at Twitter HQ, Elon Musk's hardcore culture was implemented, Crawford made headlines last November.
Crawford wrote, "When your team is working around the clock to meet deadlines sometimes you need to #SleepWhereYouWork."
–Esther Crawford (@esthercrawford), November 2, 2022
Financial Times reported that some Twitter employees were "bothered" by the decision in November. According to one senior employee, she was "bootlicking".
Crawford made it through the first round of layoffs
Musk started a series of layoffs in November that saw Twitter's headcount drop from 7,500 employees to 2,000 today. Musk made a promise in November that there would be no more layoffs at Twitter. Despite Musk's promise, the latest round of layoffs is the fourth.
Crawford survived the three initial rounds of layoffs, and is now a face for Twitter's new subscription-based verification program.
The Verge reported that Crawford said to Twitter employees in November that mass firings were necessary for Twitter's survival. She then distanced herself from her coworkers.
Crawford posted on Slack that "I feel heartbroken" because many people had to leave Twitter. However, the business was not financially sound and drastic cuts would be necessary to survive. According to The Verge, Crawford.
The Information reported that Crawford and other employees were "rising in prominence" within the company following Musk's dismissal of several executive positions in October.
Twitter employees who were not named acknowledged the prominence of Musk's name in the FT report. They said that Musk and she began to work closely after the takeover.
One senior staffer said to FT that she has "become a little bit of an interpreter between Elon, the product team"
Crawford announced multiple changes to Twitter Blue, including the retirement of celebrities' verified badges, a new verification system for businesses that costs $1,000 per month, and a limit on who can use two factor authentication to protect their accounts.
Twitter Blue currently has less than 300,000. It is not clear if Crawford will be replaced.
Insider reached Crawford and Twitter for comment but they did not respond immediately.
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By: hgetahun@insider.com (Hannah Getahun)
Title: One of Elon Musk’s most loyal employees was fired at Twitter. Here’s how she went from surviving layoffs to the chopping block in the span of a few months.
Sourced From: www.businessinsider.com/elon-musk-twitter-blue-esther-crawford-fired-layoffs-2023-2
Published Date: Mon, 27 Feb 2023 04:02:08 +0000
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