Esther Crawford, caught in a sleeping bag, is reportedly a Twitter influencer.

The Twitter underling who went viral after being photographed in a sleeping bag on the office floor has reportedly become a powerful figure in the company under billionaire Elon Musk’s regime.

Esther Crawford, director of product management for Twitter, first made headlines in November for sleeping at the company’s San Francisco headquarters as Musk was pressed for time to overhaul his “Twitter Blue” subscription plan.

When Musk personally visited the Twitter office a few days earlier, Crawford approached him at the company’s coffee shop and asked for a one-on-one meeting, The Financial Times reported, citing people familiar with the situation.


Esther Crawford
Esther Crawford went viral after she was photographed sleeping in the office on Twitter.
@evanstnligons

Crawford, hired by Twitter in December 2020, wanted to pitch Musk “her ideas about payments and creators” on the social media platform, according to the report.

Crawford’s bold move irritated some Twitter employees, including a “higher-ranking executive” who chastised her for going beyond senior management to speak to Musk, the FT reported.

“She was a nobody who became someone because she was willing to sell her soul for her 15 minutes of fame. It’s disgusting,” a former senior Twitter official told the FT.


Crawford wanted to pitch Musk
Crawford wanted to pitch Musk “her ideas about payments and creators.”
Instagram/Esther Crawford

The Post has reached out to Crawford and Twitter for comment.

According to the FT, Crawford, 39, has since become “one of the most powerful leaders left of the old guard” on Twitter following Musk’s massive layoffs.

She is reportedly overseeing the implementation of the revamped “Twitter Blue” and a nascent initiative to add payment features to the site.

Crawford has amassed over 50,000 followers on Twitter, where she posts a mix of company-related tweets and inspiring career advice.

But her rapid rise to fame since Musk bought the site for $44 billion last October has caused controversy among current and former Twitter employees. Some call her a key voice during the transformation of the company, while others ostensibly see her as an “opportunist”.

Twitter Product Manager Evan Jones shared the first photo of Crawford sleeping on the office floor with the caption: “When you need something from your boss on elon twitter.”


Elon Musk
In October, Elon Musk bought Twitter for $44 billion.
Twitter

Crawford retweeted the photo. with the caption: “When your team is working around the clock to meet deadlines, sometimes you #SleepWhereYouWork.”

When the sleeping bag photo sparked social media alarm about working conditions at Musk-led Twitter, Crawford posted a series of tweets defending the move.

“We are #OneTeam and we use the #LoveWhereYouWork hashtag to show this, so I retweeted #SleepWhereYouWork — a cheeky nod to fellow twips. We’ve been in the midst of a crazy public acquisition for months, but we keep going and I’m so proud of our strength and resilience,” Crawford said at the time.

In November, workers spared in an initial round of cuts had to “accept” to “long-term, high-intensity work” or be fired.

Musk pushed Twitter’s remaining workforce into a “tough” work environment during his attempt to change the struggling site.

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texasstandard.news contributed to this report.

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