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Angela Zepeda Takes Over as Global Head of Marketing at X

Angela Zepeda has taken the leadership role as the Global Head of Marketing for X.

News Summary

Angela Zepeda has been appointed as the Global Head of Marketing for X, formerly known as Twitter, during a critical period for the platform as it faces declines in ad revenue. With over 20 years of experience in advertising, including her previous role as Chief Marketing Officer at Hyundai, Zepeda aims to reshape X’s marketing strategy and enhance user engagement. Her appointment comes after significant changes at the company post-acquisition by Elon Musk, marking a pivotal moment for X’s future.

Angela Zepeda Takes the Helm as Global Head of Marketing for X

Exciting changes are underway at X, the platform formerly known as Twitter, as Angela Zepeda steps into the role of Global Head of Marketing. This position had been open since November 2022 after Elon Musk acquired the company, leaving a notable gap during a challenging time for the platform.

The Announcement and Background

Linda Yaccarino, the CEO of X, recently announced Zepeda’s appointment directly on the platform, signaling a fresh direction for the company. With a remarkable background as the Chief Marketing Officer and later Chief Creative Officer at Hyundai for five years, Zepeda brings over two decades of experience in advertising and communications to the table. Her previous stints include working at well-known firms such as Innocean and TBWA, which adds to her robust portfolio in the marketing world.

A Challenge to Overcome

Her hiring comes at a crucial time for X, which has been grappling with significant declines in ad revenue. Reports indicate a staggering 55% decrease in ad revenue on a year-over-year basis for each month during Musk’s first year as owner. Many advertisers have either reduced their spending or pulled back altogether, mainly due to concerns regarding brand safety and the content moderation practices put in place under Musk’s leadership.

In a memorable moment, Musk’s relationship with advertisers soured when he publicly dismissed those holding back their ad spend, telling them to “go fuck yourself” in an interview with the New York Times. These tensions have led to a dip in user engagement, with the percentage of the U.S. population using the platform dropping from 27% in 2022-2023 to just 19% in 2024. Additionally, X faced a ban in Brazil in August 2024 due to compliance issues with local laws.

The Importance of Zepeda’s Role

Given these circumstances, Zepeda’s role is considered pivotal in reshaping X’s marketing strategy to attract both advertisers and users back to the platform. Yaccarino highlighted that Zepeda is an “exceptional leader” with a keen understanding of global brand growth, which will be critical for X’s transformation efforts.

A Fresh Start and Future Goals

In her own words on LinkedIn, Zepeda expressed her excitement about this new chapter in her career. She aims to promote X’s latest features and contributions while also working on initiatives to position the platform as an “everything” app. This vision suggests that Zepeda will focus on not just improving advertising income but also enhancing the overall user experience, which is essential to winning back engagement on the platform.

Notably, the previous global head of marketing, Leslie Berland, left shortly after Musk’s takeover, paving the way for Zepeda’s entrance. During her tenure at Hyundai, Zepeda’s decisions were closely scrutinized after their ads experienced brand safety issues, including a problematic sponsorship adjacent to antisemitic and pro-Nazi content. This gives insight into the pressure on Zepeda to navigate similar challenges at X as well.

Looking Ahead

With significant leadership and structural changes implemented post-acquisition, including alterations to marketing and advertising strategies, Zepeda’s expertise could be just what X needs to turn things around. The platform aims to revitalize its advertising strategies while reassuring brands about safety and quality content, an essential part of regaining trust with advertisers.

As Zepeda steps into her new role, we can only wonder how her vast experience and creative approach will influence X’s trajectory. Her journey is just beginning, but the stakes are high for both her and the platform. Here’s hoping for a successful turnaround as we keep an eye on the changes that lie ahead for X!