By Megan Graham

Angela Zepeda, until recently the top marketer at Hyundai Motor America, will become the new global head of marketing at social-media platform X Corp.

X Chief Executive Linda Yaccarino said Zepeda would help shape the company's transformation as well as lead its marketing, in a post on X.

Zepeda was chief marketing officer at Hyundai Motor America from 2019 until earlier this summer, when the automaker said it would be splitting its marketing department into creative and performance divisions and eliminating the chief marketing officer role. She became Hyundai's chief creative officer, overseeing social media, creative work, and experiential and multicultural marketing, while another executive took on marketing performance, a role encompassing work such as media buying and marketing financial management.

Less than a month later, the company said Zepeda was leaving for a new role and that it was promoting the marketing performance executive to the restored role of CMO, overseeing both creative and performance marketing operations.

X has had a contentious dynamic with some advertisers since the platform's purchase by Elon Musk in 2022. 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.

In April, NBC News reported that Hyundai had paused advertising on X after an ad from the automaker appeared adjacent to antisemitic and pro-Nazi posts on the site. Hyundai didn't immediately return a request for comment on whether it has resumed advertising since then.

Write to Megan Graham at megan.graham@wsj.com

(END) Dow Jones Newswires

September 09, 2024 12:44 ET (16:44 GMT)

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