{"id":238269,"date":"2026-03-30T11:17:19","date_gmt":"2026-03-30T09:17:19","guid":{"rendered":"https:\/\/ipmark.com\/?p=238269"},"modified":"2026-03-30T14:32:34","modified_gmt":"2026-03-30T12:32:34","slug":"x-prescinde-de-la-directora-global-de-marketing-angela-zepeda","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=238269","title":{"rendered":"X prescinde de su directora global de marketing, \u00c1ngela Zepeda"},"content":{"rendered":"<p><strong>La red social X ha prescindido de \u00c1ngela Zepeda, hasta ahora responsable global de marketing, en el marco de una reestructuraci\u00f3n interna que en las \u00faltimas semanas tambi\u00e9n ha supuesto la eliminaci\u00f3n de m\u00e1s de una veintena de puestos no t\u00e9cnicos. <\/strong><\/p>\n<p>La salida de la directiva, incorporada en 2024 para relanzar la imagen de la plataforma y recuperar atractivo entre usuarios y anunciantes, marca un nuevo giro en la estrategia de la compa\u00f1\u00eda en un momento de m\u00e1xima presi\u00f3n sobre ingresos y negocio publicitario.<\/p>\n<p>Zepeda fue el <strong>primer gran perfil de marketing designado en la era Musk<\/strong>, despu\u00e9s de que X recuperara la figura del CMO dos a\u00f1os despu\u00e9s de haberla dejado vacante. Cuando anunci\u00f3 su incorporaci\u00f3n en septiembre de 2024, <a href=\"https:\/\/ipmark.com\/red-social-x-recupera-figura-cmo-para-impulsar-usuarios-y-ventas\/\">IPMARK<\/a> ya subray\u00f3 que su misi\u00f3n pasaba por fortalecer la marca, frenar la p\u00e9rdida de usuarios y contribuir a reactivar las ventas publicitarias. Linda Yaccarino defendi\u00f3 entonces que la ejecutiva reun\u00eda la experiencia necesaria para acelerar la innovaci\u00f3n y hacer crecer la marca a escala global.<\/p>\n<p>Su salida llega, sin embargo, sin que ese reposicionamiento cristalizara del todo. El gran proyecto de marca que X preve\u00eda lanzar para reivindicarse como una suerte de plaza p\u00fablica digital nunca lleg\u00f3 a materializarse, mientras la compa\u00f1\u00eda ha seguido lidiando con la fuga de anunciantes y el deterioro de su negocio publicitario.<\/p>\n<h3><strong>Presi\u00f3n publicitaria<\/strong><\/h3>\n<p>La presi\u00f3n sobre este frente es notable. <strong>La publicidad ha representado hist\u00f3ricamente m\u00e1s del 90% de los ingresos de la plataforma<\/strong>, pero desde la compra de Twitter por Elon Musk en 2022, X ha perdido una parte sustancial de esa facturaci\u00f3n. Seg\u00fan los datos facilitados, la compa\u00f1\u00eda cerr\u00f3 2025 con unos ingresos publicitarios de 1.250 millones de d\u00f3lares, frente a los 2.430 millones de 2021, en un momento marcado por las dudas de las marcas sobre la seguridad de sus anuncios y la relajaci\u00f3n de la moderaci\u00f3n de contenidos, recogen medios del sector.<\/p>\n<p>La reestructuraci\u00f3n se produce adem\u00e1s mientras Musk prepara <strong>nuevos movimientos corporativos<\/strong> en torno a su ecosistema empresarial. X fue integrada el a\u00f1o pasado en xAI mediante una operaci\u00f3n valorada en 45.000 millones de d\u00f3lares, y este a\u00f1o SpaceX tambi\u00e9n pas\u00f3 a formar parte de esa estructura. Todo ello coincide con <strong>los preparativos para una salida a bolsa de SpaceX<\/strong> que, seg\u00fan la informaci\u00f3n publicada, aspirar\u00eda a una valoraci\u00f3n cercana al bill\u00f3n de d\u00f3lares.<\/p>\n<p>X ha intensificado<strong> su foco en la generaci\u00f3n de ingresos,<\/strong> con nuevos incentivos financieros para antiguos anunciantes y la incorporaci\u00f3n de Jon Shulkin, ejecutivo procedente del capital riesgo, como chief revenue officer. El movimiento apunta a una reorganizaci\u00f3n de prioridades dentro de la compa\u00f1\u00eda, con un peso cada vez mayor del \u00e1rea comercial frente al desarrollo de marca.<\/p>\n<p>Ni X ni la propia directiva habr\u00edan realizado comentarios adicionales en el momento de publicarse la informaci\u00f3n. Su perfil de LinkedIn, no obstante, indica que perdi\u00f3 el puesto el mes pasado.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La salida se produce en plena reestructuraci\u00f3n interna y con la compa\u00f1\u00eda centrada en recuperar ingresos publicitarios.<\/p>\n","protected":false},"author":30,"featured_media":238271,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2227,6526,148],"class_list":["post-238269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-marketing","tag-nombramientos","tag-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>X prescinde de su directora global de marketing, \u00c1ngela Zepeda<\/title>\n<meta name=\"description\" content=\"La red social X ha 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