Angela Zepeda, formerly Chief Marketing Officer (CMO) at Hyundai, has been appointed as X’s global head of marketing, as announced on LinkedIn by the company’s CEO, Linda Yaccarino. This appointment marks a significant move for Zepeda, who will spearhead X’s marketing efforts following a period of leadership transition since Elon Musk’s acquisition of the platform in 2022.
Yaccarino lauded Zepeda’s appointment, emphasizing the importance of bringing on an exceptional leader to drive X’s ongoing transformation. “X is the world’s most meaningful platform, so it was essential to hire an exceptional leader like Angela to further shape our transformation,” Yaccarino wrote. “Angela brings incredible experience and expertise, understands how to grow a brand globally, and is exactly the right person to lead X’s marketing as we accelerate our innovation.”
Zepeda’s transition to X represents a significant career shift. At Hyundai, she served as CMO for nearly five years and was instrumental in shaping the brand’s global presence. Her contributions earned her a spot among Forbes’ most influential CMOs last year. Prior to Hyundai, Zepeda had an extensive career at Innocean USA, the automaker’s creative agency.
Zepeda’s departure from Hyundai came in late August following an internal restructuring that separated performance marketing from creative functions. Her role was shifted from CMO to chief creative officer, a position with a narrower scope. During this period, Sean Gilpin, who was initially overseeing the performance unit, was promoted to U.S. CMO, assuming responsibility for both marketing and performance.
Zepeda joins X amid a period of instability for the platform, which has faced numerous controversies under Musk’s ownership. The platform’s relationship with advertisers has been strained, particularly following incidents involving brand safety and content moderation. Musk has prioritized free speech and is working to transform X into an “everything” app, incorporating features such as banking, payments, and shopping.
Zepeda’s appointment is expected to bring renewed focus and strategy to X’s marketing efforts as the platform navigates these challenges.
