Social platform X (formerly known as Twitter) announced the appointment of Angela Zepeda as global head of marketing. This was announced by X CEO Linda Yaccarino. Zepeda, who previously served as Hyundai’s chief marketing officer, brings a wealth of experience and understands how to grow a brand globally, she said.
Image source: angela-zepeda-8bb8293 / LinkedIn
The social network owned by Elon Musk has taken a major step in strengthening its marketing strategy. Zepeda’s appointment comes at a time of significant change for the company. Following Musk’s acquisition of the platform and its rebranding from Twitter to X, the company faced a number of brand perception challenges. Some users and communities responded positively to Musk’s approach to freedom of speech and his vision of content moderation on the platform.
However, not all changes were received equally positively. Many users criticized Musk and X for loosening restrictions on published content. The new moderation policy also had unexpected consequences: a number of large advertisers, fearful of associating their brands with potentially controversial content, decided to suspend or completely stop advertising on X.
In this context, Zepeda’s task appears particularly difficult. She will have to not only promote brand X on the world stage, but also radically change the perception of the platform in the eyes of users, especially advertisers. This will require a delicate balance between preserving the free speech principles Musk champions and creating an attractive environment for brands and advertisers. Zepeda’s success in this position could be a determining factor in the future development of X as a global social platform.