Angela Zepeda Takes the Helm as 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. Her extensive experience comes at a critical time as the platform faces a significant decline in ad revenues and user engagement, following the acquisition by Elon Musk. Zepeda aims to reshape the marketing strategy and rebuild trust with advertisers.

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

Big news is buzzing in the tech world as X, formerly known as Twitter, has announced a new face in its marketing department. Angela Zepeda has been appointed as the global head of marketing, stepping into a role that has been vacant for quite some time, especially since last November when Elon Musk took ownership of the platform.

New Beginnings After a Bumpy Ride

The announcement was made by X’s CEO, Linda Yaccarino, who shared the news on the platform itself. With Zepeda’s extensive experience, her leadership comes at a critical moment for X, which has faced a significant dip in ad revenues—a staggering decline of about 55% year-over-year each month during Musk’s inaugural year as owner. With many advertisers pulling back their spending due to worries about brand safety and content moderation, the need for a reliable marketing strategy is more important than ever.

Who is Angela Zepeda?

So, who is Angela Zepeda? Well, she’s no stranger to the world of advertising. Prior to her new role at X, Zepeda spent about five years at Hyundai, where she first served as the chief marketing officer (CMO) and later as the chief creative officer (CCO). With over two decades of experience in advertising and communications, she has held positions at major firms like Innocean and TBWA. Yaccarino has referred to Zepeda as an “exceptional leader” with a solid grasp of global brand growth—an essential quality as X seeks to regain its footing in a volatile advertising landscape.

The Advertising Challenges Ahead

Zepeda’s ascent to this crucial role comes at a time when X has been struggling to keep its advertisers engaged. Elon Musk’s often contentious relationship with the advertising community has been well-documented, including his notorious comment during a New York Times interview where he told hesitant advertisers to “go fuck yourself.” This immense pressure on ad revenues is compounded by a decline in user engagement; the percentage of the U.S. population using X has dropped from 27% in 2022-2023 to just 19% in 2024.

Moving Forward: Finding Solutions

Under Zepeda’s guidance, X is looking to reshape its marketing strategy profoundly. There’s a clear goal to win back both advertisers and users. Earlier this year, Hyundai had even paused its ads on X after experiencing brand safety problems, with their ads appearing next to unsavory content associated with antisemitic and pro-Nazi sentiments. Such issues pose a significant challenge that Zepeda will need to address moving forward.

Excitement for Transformation

Excited about her new opportunity, Zepeda shared her enthusiasm on her LinkedIn account, reflecting on the pivotal role she hopes to play in driving X’s transformation and innovation initiatives. This involves staying aware of the latest trends and helping to promote X’s new features as the platform aims to become an “everything” app that encompasses various services.

A Time of Change and Adaptation

With Zepeda at the wheel, the hope is that X can not only stabilize its advertising revenue but also regain user trust and engagement. Since Musk’s acquisition, X has seen its marketing and advertising strategies undergo major leadership and staff changes, which Zepeda’s appointment signifies as a fresh start for the company.

In summary, Angela Zepeda’s new role as the global head of marketing for X presents a promising direction for the platform, especially as it navigates through its recent challenges. As transitions unfold, it will certainly be interesting to watch how Zepeda’s experience and leadership impact X’s future in the competitive landscape of social media.

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Additional Resources

• Campaign
• Wikipedia: X (social media)
• Reuters
• Google Search: Angela Zepeda
• The Drum
• Encyclopedia Britannica: Twitter, Inc.
• The Verge
• Google News: X formerly Twitter