Elon Musk’s New Hire Has an Impossible Job

Angela Zepeda, X’s new global head of marketing. Elon Musk’s recent appointment of Angela Zepeda as the new chief marketing officer of X (fo...

Angela Zepeda, X’s new global head of marketing.

Elon Musk’s recent appointment of Angela Zepeda as the new chief marketing officer of X (formerly Twitter) marks a pivotal moment for the company, but it also presents Zepeda with a monumental challenge. Known for her expertise in marketing and strategic leadership, Zepeda steps into her role during a time when X faces significant difficulties, particularly in repairing fractured relationships with advertisers.

Since Musk’s acquisition of the social media platform, X has experienced widespread upheaval. His controversial management decisions, including sweeping layoffs and policy changes, have led many advertisers to pull back or sever ties with the platform altogether. Advertisers are essential to X’s revenue model, and restoring their trust has become one of the company's most pressing issues.

Zepeda, who has built a reputation for thriving in high-pressure environments, is no stranger to tackling big challenges. As the former CMO of Hyundai, she successfully navigated the automotive company through numerous market challenges, including industry shifts and technological transformations. Her experience in brand building and fostering strong relationships with clients will be critical as she embarks on this new role.

However, the task ahead for Zepeda is anything but straightforward. X has struggled to retain advertisers, in part due to concerns over content moderation and brand safety. Musk’s approach to free speech, combined with the platform’s loosening of content restrictions, has left many companies wary of associating their brands with potentially harmful or controversial content. Zepeda will need to find a way to reassure advertisers that X can offer a safe and valuable platform for their marketing efforts.

In addition to the brand safety concerns, Zepeda faces the challenge of navigating X’s changing identity. Musk’s rebranding of the platform and his vision for transforming X into a more expansive communication hub—potentially incorporating payments, commerce, and other services—means that Zepeda must develop a marketing strategy that not only addresses current issues but also supports the company’s evolving goals.

Despite these challenges, Zepeda seems undeterred. She has expressed enthusiasm for the role, describing her love for tackling big challenges head-on. Her track record suggests that she has the resilience and strategic acumen to lead X through this critical period. However, repairing X’s relationships with advertisers will require careful balancing—ensuring the platform continues to innovate while also addressing the valid concerns of the advertising community.

As Zepeda takes on this nearly impossible task, the future of X’s advertising business will largely depend on her ability to win back advertisers' trust, foster new partnerships, and position X as a viable and valuable marketing platform in the competitive digital landscape.