The former NBCUniversal ad-sales boss at Elon Musk’s X is leveraging her media industry experience to turn things around, hiring executives and pursuing content deals with sports leagues and celebrities. She aims to address controversies, reassure partners, and renew deals, such as the $100-million NFL deal set to expire. The strategy focuses on professional sports and premium content, but challenges remain, including Musk’s involvement in decisions and potential content deals with controversial figures like Tucker Carlson and Tulsi Gabbard. Success could offer advertisers a way back to X amid concerns.