X hires Hyundai’s former CMO to lead global marketing

Former Hyundai CMO Angela Zepeda is joining social media platform X Corp. as its new global head of marketing. X has not had a marketing lead of this sort since 2022, the year Elon Musk acquired the platform for $44 billion.

“Today, I am delighted to welcome Angela Zepeda to X as our new Global Head of Marketing. X is the world’s most meaningful platform so it was essential to hire an exceptional leader like Angela to further shape our transformation,” wrote X CEO Linda Yaccarino. “Most recently serving as CMO/Chief Creative Officer for Hyundai, 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. Looking forward to all of the great work to come!”

A crucial time for X

Zepeda’s appointment comes at a crucial time for X, which has faced challenges and controversies since its acquisition by Elon Musk. The platform has struggled to maintain advertiser confidence due to concerns over brand safety and the potential for ads to appear alongside offensive content. A recent survey of 1,000 marketing professionals by research and consulting firm Kantar found that 26% of marketers globally were planning to decrease their spend on the platform in 2025. The survey also found that only 4% of marketers think X ads provide brand safety.

Despite these challenges, Zepeda is optimistic about the potential of X and its ability to become a leading global platform. “X has a unique opportunity to be the world’s most meaningful platform,” she said in a statement. “I’m excited to help shape its future and drive its growth.”

A seasoned marketer with a proven track record

Zepeda brings a wealth of experience to her new role. At Hyundai, she led the company’s marketing efforts during a period of significant growth and success. Her accomplishments include launching successful marketing campaigns, building strong brand equity, and driving customer engagement. She was named among the most influential CMOs by Forbes last year.

As global head of marketing at X, Zepeda will be responsible for overseeing all aspects of the company’s marketing strategy, including brand positioning, advertising, public relations, and social media. She will also work closely with X’s leadership team to develop and implement new initiatives that will help the company achieve its goals.