Dive Brief:

• Angela Zepeda, a top marketer at Hyundai Motor America, has departed the automaker following a recent restructuring of its marketing department, according to a press release. 
• Hyundai late last month split its marketing function in two to create divisions focused on creative and performance. Zepeda’s role shifted from CMO, a title she held for nearly five years, to chief creative officer while Sean Gilpin was named vice president for marketing performance.  
• Gilpin this week was promoted to CMO, overseeing Hyundai’s marketing and performance duties in the U.S. Zepeda elected to leave Hyundai to pursue opportunities outside of the auto industry. 

Dive Insight:

Zepeda has parted ways with Hyundai following an internal shuffle that pared down her remit at the automaker. With the title change to chief creative officer, the executive was handed social, creative, experiential and multicultural marketing responsibilities while performance-oriented functions were moved under Gilpin. Performance marketing at automakers includes lead generation and tier-two marketing, or the work between manufacturers and car dealers on regional promotional strategies.

At the time of the restructuring announcement, it wasn’t immediately clear whether Hyundai would reinstate the U.S. CMO position. Less than a month later, Gilpin has that role, with a purview that oversees both brand building and performance marketing. 

“Sean is a talented marketing leader who has brought new thinking and strategies to our marketing and advertising,” said Randy Parker, CEO of Hyundai Motor America, in a press statement around the appointment. “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.”

Zepeda’s exit appears sudden. The well-decorated marketer, who has been named among the most influential CMOs by Forbes, recently led a large Summer Olympics campaign for Hyundai. Ads showed emotional moments between parents and their kids around sports. Vehicles were not the focus of the effort, which was developed with agency of record Innocean USA.  

“While the cars are in it, they’re definitely taking a little bit of a back seat,” Zepeda previously told Marketing Dive. “This is definitely telling more about our brand ethos first and telling an emotional story.”  

Zepeda was also initially open to talking to press about the marketing shakeup and pushed back on the idea that splitting creative and performance could create silos within the organization. In an interview with AdExchanger earlier in August, she said that Hyundai was pushing to return to stronger brand building and that its internal teams had long-standing relationships with high levels of trust.  

“I want to express my gratitude to Angela for her outstanding efforts that have significantly contributed to Hyundai’s business growth,” said Parker. “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.”