After a period of defending a controversial contract with a U.S. government agency, the CEO of Hootsuite has resigned, paving the way for the company’s founder to return in an interim capacity. Irina Novoselsky’s departure and Ryan Holmes’ comeback were both disclosed in separate LinkedIn posts on Monday, without addressing the recent backlash faced by the company.
Holmes expressed his excitement about rejoining the company, while Novoselsky conveyed gratitude for leading Hootsuite to profitability before deciding that it was time for a leadership change. Holmes, who established the Vancouver-based social media marketing tools company in 2008 and ran it until 2019, made headlines back then for seeking a buyer at $750 million without success.
Novoselsky assumed the CEO role in 2023 during a period of significant shifts in the social media landscape following Elon Musk’s acquisition of Twitter. Hootsuite encountered challenges amid increasing competition and financial struggles but began to recover after implementing AI tools and other solutions following the acquisition of analytics firm Talkwalker in 2024.
Despite these efforts, Novoselsky’s tenure faced scrutiny when it was revealed three months ago that Hootsuite had been providing services to the U.S. Department of Homeland Security (DHS) since August 2024. This association stirred public outrage due to the DHS’s oversight of Immigration and Customs Enforcement (ICE), which has been criticized for its immigration enforcement actions and recent fatalities involving U.S. citizens.
Protests ensued outside Hootsuite’s headquarters, demanding contract cancellations and public apologies. Despite acknowledging the troubling events, Novoselsky opted to maintain the contract until her departure, emphasizing the company’s future focus on advancing product development at the intersection of AI and social media.
Under Novoselsky’s leadership, Hootsuite concentrated on developing AI-driven software enabling clients to streamline social media management tasks. However, the evolving landscape saw other platforms integrating similar tools, diminishing Hootsuite’s unique value proposition. Nonetheless, Holmes emphasized continued investment in AI technology to enhance operational efficiency for both clients and the company.
Looking ahead, Holmes envisions propelling Hootsuite into the next era driven by AI, building upon the foundation laid out by the company. While Holmes’ long-term CEO aspirations and the fate of the DHS contract remain uncertain, Hootsuite affirmed its commitment to further technological advancement under his leadership. Novoselsky previously clarified that Hootsuite’s collaboration with government entities, including the U.S. government, has been longstanding, emphasizing that the company’s services do not involve individual tracking or surveillance, which is explicitly prohibited under their terms of service.