Esther Crawford transitions from a key role at Elon Musk’s Twitter to directing product development for Meta’s Messenger, marking a significant career shift

In a surprising career pivot, Esther Crawford, formerly a notable figure at Twitter under Elon Musk, has moved to Meta, taking on a role within the Messenger team as Director of Product. This move comes after her significant contributions to Twitter, where she was deeply involved in product management and the development of Twitter Blue, the platform’s subscription service.

Crawford’s journey through the tech industry has been both dynamic and highly publicized, especially following Musk’s acquisition of Twitter in October 2022. Known for her dedication, Crawford famously embraced Musk’s intensive work culture, which included long hours and stringent expectations—evidenced by her viral photo sleeping in Twitter’s office to meet deadlines.

However, after being laid off in February 2023 during a series of company-wide reductions, Crawford openly shared her mixed experiences working under Musk. She described him as “charming” and “funny,” yet unpredictable, with mood swings that made the work environment challenging.

In her announcement on Instagram, Crawford expressed her enthusiasm for her new role at Meta, highlighting her fascination with how technology facilitates human connections. She emphasized that Meta’s expansive reach, which connects nearly 4 billion people, presents an unparalleled opportunity to impact how people interact online.

Crawford praised the leadership of Mark Zuckerberg, particularly noting his efforts over the past year to streamline company operations and reduce bureaucracy. She voiced excitement about the prospect of working in an environment that values rapid development and the delivery of exceptional products.

This transition is not just a personal career change but also a strategic move within the tech industry, as Meta and Musk’s X continue to vie for dominance in the social media and technology spaces. With Meta’s launch of Threads, a direct competitor to Twitter, Zuckerberg has made clear his intentions to refine and expand Meta’s influence in public communication platforms.

Despite her move, Crawford remains engaged with the broader social media landscape, planning to continue using X alongside Meta’s Threads. This, she notes, is part of her broader strategy as a product builder—to remain immersed in diverse social media platforms to better understand and innovate within her field.

Esther Crawford’s shift from X to Meta is more than just a job change—it’s a reflection of the ongoing shifts and rivalries within the tech industry, illustrating how top talents navigate between leading companies to shape the future of technology and social interaction