Hyundai Motor America marketing exec Angela Zepeda exits after losing CMO title

Former Hyundai Motor America CMO Angela Zepeda has left the automaker, less than a month after she was demoted to the chief creative officer role. Sean Gilpin will take on the CMO role effective today, Hyundai announced Aug. 26.

The move comes after the automaker split its marketing leadership in two on July 31, giving Gilpin the title of vice president for marketing performance, in addition to his role as vice president of global sales marketing. Zepeda, who had overseen performance marketing, saw her job duties narrowed to overseeing social, creative, experiential and multicultural marketing.

It was an unusual move, considering the general direction in the marketing industry of bringing more cohesion to brand creative and performance marketing activities. But on the surface, it indicated that Hyundai was seeking changes in how it runs its performance marketing, which includes activities related to media buying, customer relationship management, digital retail, marketing financial management and tier two marketing, which refers to activities such as regional sales events that are closely related to dealer activities.

In the announcement, Hyundai said, “Gilpin will lead the entire marketing function for Hyundai’s U.S. business overseeing both creative and performance,” reporting to Hyundai Motor America CEO Randy Parker.

The statement suggests Zepeda’s decision to leave Hyundai came before the move to promote Gilpin to the CMO role. She “elected to depart the company for a new position outside of the automotive industry,” according to the statement. She informed the company of her exit on Aug. 23, according to a person familiar with the matter. Zepeda could not be reached for comment Aug. 26.

Hyundai hired Zepeda as CMO in October 2019 after she led the account for its creative agency of record, Innocean USA.

Zepeda was named an Automotive News All-Star in 2020. That year she was named to the Automotive News list of the 100 Leading Women in the North American Auto Industry. 

“I want to express my gratitude to Angela for her outstanding efforts that have significantly contributed to Hyundai’s business growth,” Parker said in a statement. “Angela’s leadership has raised Hyundai’s standing in the marketplace, and her unwavering commitment to creativity and innovation continually inspired her team and our partners to deliver impactful results.” 

Gilpin will retain his role as vice president of global sales marketing, while adding the U.S. CMO title.

“Sean is a talented marketing leader who has brought new thinking and strategies to our marketing and advertising,” Parker said. “There remains a tremendous opportunity to enhance consumer understanding of Hyundai’s innovation, mobility leadership and vision for the future of transportation. I’m confident he’s the right person to elevate the Hyundai brand and continue the momentum we’ve generated over the past several years.”