Angela Zepeda, a prominent figure in the marketing world, has recently departed Hyundai Motor America following a restructuring of the company’s marketing department. The automaker made the decision to split its marketing function into two divisions, one focusing on creative aspects and the other on performance. As a result of this change, Zepeda’s role shifted from Chief Marketing Officer (CMO) to Chief Creative Officer, while Sean Gilpin was appointed as the Vice President for Marketing Performance.
Gilpin has since been promoted to the role of CMO, overseeing both brand building and performance marketing for Hyundai in the U.S. Zepeda, on the other hand, decided to leave Hyundai to pursue opportunities outside of the auto industry. This move comes as a surprise, considering Zepeda’s impressive track record and the recent success of Hyundai’s marketing campaigns under her leadership.
The restructuring at Hyundai saw Zepeda taking on responsibilities related to social, creative, experiential, and multicultural marketing, while performance-oriented functions were assigned to Gilpin. Performance marketing in the automotive industry typically involves lead generation and regional promotional strategies in collaboration with car dealers. Despite the changes, it was uncertain initially whether Hyundai would reinstate the U.S. CMO position. However, with Gilpin now assuming the role, the company aims to enhance consumer understanding of Hyundai’s innovation and vision for the future of transportation.
Zepeda’s departure raises questions about the future direction of Hyundai’s marketing efforts, especially considering her significant contributions to the brand’s growth and recognition in the marketplace. As a highly respected CMO, Zepeda led successful campaigns such as the recent Summer Olympics campaign that focused on emotional storytelling rather than product features. Her approach to brand building and innovation has been instrumental in shaping Hyundai’s marketing strategy and positioning in the industry.
In a recent interview, Zepeda expressed her commitment to creativity and innovation, emphasizing the importance of strong brand building in driving business growth. Despite the challenges posed by the restructuring, she remained optimistic about Hyundai’s ability to maintain its competitive edge in the market. Hyundai’s CEO, Randy Parker, acknowledged Zepeda’s contributions to the company and praised her leadership in elevating the Hyundai brand.
Overall, Zepeda’s departure marks a significant change for Hyundai’s marketing team, signaling a new chapter in the company’s marketing strategy. With Gilpin now at the helm as CMO, Hyundai aims to continue its momentum and strengthen its position in the automotive industry. The legacy of Zepeda’s innovative approach to marketing will undoubtedly leave a lasting impact on Hyundai’s future endeavors.
