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

Angela Zepeda, bringing her extensive experience to guide X’s marketing efforts.

News Summary

Angela Zepeda has been appointed as the global head of marketing for X, the platform formerly known as Twitter. This move comes during a challenging time for the platform, which is facing significant ad revenue declines and user engagement issues. Zepeda, with over two decades of experience and a proven track record, aims to revamp X’s marketing strategy to attract advertisers and users once again.

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

There’s big news in the world of social media! Angela Zepeda has been appointed as the new global head of marketing for X, the platform formerly known as Twitter. This new role is a significant step, especially since the position had been left unfilled since November 2022, right after Elon Musk took over the tech giant. Chief Executive Officer Linda Yaccarino made the announcement on the platform itself, which is becoming quite a trend at X these days.

A Seasoned Pro Joins X

What’s impressive is Zepeda’s impressive track record. Before stepping into her role at X, she served as the chief marketing officer (CMO) and later as the chief creative officer (CCO) at Hyundai for five successful years. This isn’t her first rodeo either—Zepeda boasts over two decades of experience in advertising and communications. She has held positions at renowned firms like Innocean, TBWA, and more, making her a welcome addition to the team.

Facing Challenges Head-On

However, Zepeda’s appointment comes at a challenging time for X. The platform is experiencing significant ad revenue declines, with reports indicating a staggering 55% year-over-year decrease each month during Musk’s initial year as owner. Many advertisers are understandably hesitant in spending due to rising concerns over brand safety and content moderation practices since Musk’s takeover. In fact, Musk famously told advertising clients to “go fuck yourself” in a candid New York Times interview, which surely didn’t help relations.

Alongside the revenue woes, user engagement is also taking a hit. The number of people using X in the U.S. has fallen dramatically, dropping from 27% in 2022-2023 to just 19% in 2024. Brazil even imposed a ban on X this past August due to legal non-compliance issues, creating even more challenges for the platform.

Yaccarino Sings Zepeda’s Praises

Despite the hurdles, Yaccarino believes that Zepeda is the perfect choice to get X back on track. She described Zepeda as an “exceptional leader” who possesses a deep understanding of global brand growth. With her expertise, Zepeda will play a crucial role in revamping X’s marketing strategy, aiming to win back both advertisers and users.

In a recent update on her LinkedIn account, Zepeda expressed her excitement for the new role, stating that she’s thrilled about the opportunities ahead. Her vision will be essential in promoting X’s latest features and guiding the platform toward its goal of becoming an “everything” app.

Learning from Past Experiences

It’s worth mentioning that Hyundai’s ads actually paused on X after concerns over brand safety, particularly following an incident where a sponsored post was placed alongside some inappropriate content. Such incidents highlight the work that lies ahead for Zepeda as she navigates the sensitive landscape of advertising.

The previous global head of marketing, Leslie Berland, vacated the position shortly after Musk’s takeover, making Zepeda’s selection a pivotal moment in X’s ongoing transformation efforts. A lot has changed in the leadership and staffing of X since Musk’s acquisition, and with Zepeda on board, there’s hope that the marketing and advertising strategies will take a turn for the better.

Looking Forward

With all these changes unfolding, it sounds like Zepeda’s journey at X is just beginning. The platform and its users are at a crucial juncture, and her expertise may just be the catalyst needed for change. Keeping an eye on her strategies and initiatives could be quite interesting as X sets out to redefine itself in the competitive social media landscape.

All in all, we’re excited to see what the future holds for Angela Zepeda and X, as they work together to pivot from challenges to new possibilities!