Hyundai restructures marketing department, phasing out traditional CMO role

Hyundai has restructured its marketing department into distinct creative and performance divisions, signaling an evolution in the role of the Chief Marketing Officer (CMO).

This move, similar to recent efforts by companies like Starbucks and General Mills, aims to modernize the marketing approach to better address brand building, digital advertising, sales growth, and consumer experience. Hyundai’s reorganization is intended to meet changing consumer needs more effectively.

“From EVs and hybrids to technology innovations, the market is filled with noise and information that can be confusing to customers and sometimes distract from the core brand message,” said Hyundai Motor America CEO Randy Parker in a press release. “This restructure will allow us to build marketing programs around data and sales performance that will help propel us to the forefront of the industry.”

The new marketing divisions will focus on creative and performance functions. Longtime CMO Angela Zepeda will handle creative functions, while Gilpin will be responsible for media buying, tier-two marketing, marketing financial management, and customer communications, including customer relationship management, the consumer website, and digital retail solutions. Both Zepeda and Gilpin will report directly to Parker.

Zepeda and her team will continue to produce and develop creative content across various channels. In contrast, the performance team will work to integrate marketing and sales performance by analyzing placement, volume, and the quantitative effectiveness of marketing efforts.

Under Zepeda’s leadership, Hyundai has been an active advertiser, targeting younger car buyers through diverse channels. A recent campaign tied to the Olympics promotes the Tucson, IONIQ 5, Santa Fe, and Palisade SUV models without emphasizing a sales message. Previous initiatives have included a presence on Reddit, a partnership with Disney, and a focus on sneaker culture.

Parent company Hyundai Motor Co. recently reported its highest-ever quarterly revenue, driven by strong sales in North America. While sales of fully electric models declined, demand for hybrid models continued to grow, reflecting the company’s adaptive strategy in a dynamic market.