The chief executive officer (CEO) of Hootsuite has resigned after defending a contract with a controversial U.S. government department, leading to the company’s founder stepping in temporarily. The departure of Irina Novoselsky and the return of Ryan Holmes were announced separately on LinkedIn without addressing the recent scrutiny faced by the company.
Holmes expressed excitement about his return, while Novoselsky, after steering Hootsuite back to profitability, stated that the timing was right for a leadership change. Holmes originally founded the Vancouver-based company in 2008 and previously led it until 2019 when he stepped down without selling the business.
Novoselsky took over in 2023 during a period of significant changes in the social media landscape, including Elon Musk’s acquisition of Twitter, and Hootsuite’s struggle with competition and financial challenges. The company underwent multiple rounds of layoffs but made a rebound by emphasizing artificial intelligence tools following the acquisition of analytics firm Talkwalker in 2024.
Despite these efforts, Novoselsky’s tenure faced criticism after it was revealed three months ago that Hootsuite had been providing services to the U.S. Department of Homeland Security since August 2024. The involvement with the department overseeing Immigration and Customs Enforcement (ICE) sparked protests and calls for contract cancellation.
Novoselsky defended the contract while acknowledging concerns and tragic events, but emphasized the company’s focus on AI and social product development. Hootsuite’s emphasis on AI-based software aimed at assisting clients with content generation faced challenges due to social media platforms integrating similar features.
Holmes indicated a continued focus on AI technology, aiming to enhance customer and internal efficiency. He highlighted the foundation laid by the company and expressed enthusiasm for defining Hootsuite’s future in an AI-driven era. The status of the CEO position and the DHS contract under Holmes’ leadership remains uncertain.
Hootsuite responded to inquiries about the CEO search and the DHS contract without providing specific answers, emphasizing the company’s strong position and Holmes’ role in business acceleration. Novoselsky previously stated that Hootsuite’s work with various government entities, including the U.S. government, has been ongoing for over 15 years, clarifying that their use-case with ICE does not involve individual tracking or surveillance.