As org changes go, it was a doozy. YouTube would get a proven leader to take it to the next level – by investing in talent and courting new audiences outside its core millennial user. Additionally, YouTube advertising would begin reporting into the display ad group. All Google ads (search, display, YouTube) would live under one umbrella for the first time.
The guy holding that umbrella, Ramaswamy, is an executive whose methods and management style contrast sharply with Wojcicki. Numerous sources describe him as a highly technical executive, and far more hands-on than she ever was.
Indeed, the obsession with details exhibited by Ramaswamy and his handpicked lieutenants has rankled some senior technical staff. Joerg Heilig, for many years Google's top engineer on display ads, left earlier this year over differences with Ramaswamy. And others are said to be looking as well.
Not everyone is grumbling, however. By multiple accounts, Ramaswamy has a good relationship with Neal Mohan, Google's high-profile VP for display ad products. He has largely endorsed Mohan's product vision, even as that vision continues to evolve.
Two Leaders, One Organization