Hootsuite founder Ryan Holmes returns as interim CEO as Irina Novoselsky exits amid controversy

Leadership is shifting once again at Hootsuite, as CEO Irina Novoselsky steps down and founder Ryan Holmes returns to the role on an interim basis.

The transition was announced Monday through separate LinkedIn posts, with neither executive directly referencing the controversy that has surrounded the company in recent months.

Holmes said he “couldn’t be more thrilled to be back,” while Novoselsky described her tenure as “incredibly grateful,” noting the company had returned to profitability under her leadership.

Leadership change follows months of scrutiny

The move comes after mounting criticism over Hootsuite’s contract with the U.S. Department of Homeland Security, which began in August 2024.

The department oversees agencies including Immigration and Customs Enforcement, which has faced backlash over immigration enforcement actions and controversial incidents in the U.S.

News of the contract triggered protests outside Hootsuite’s Vancouver headquarters, with critics calling on the company to cancel the agreement and issue a public apology.

Despite the pressure, Novoselsky defended the decision to maintain the contract, while acknowledging concerns about broader events tied to the agency.

A return to the founder

Holmes originally founded Hootsuite in 2008 and led the company until stepping down in 2019.

His return signals a familiar leadership style at a time when the company is navigating both reputational challenges and a rapidly evolving social media landscape.

While it remains unclear whether Holmes intends to stay on permanently, the company says he will help “accelerate” its next phase.

AI strategy remains central

Under Novoselsky, Hootsuite leaned heavily into artificial intelligence, introducing tools that help users generate captions, post ideas and hashtags.

The company also expanded its capabilities through its 2024 acquisition of analytics firm Talkwalker.

Holmes indicated that direction will continue, saying Hootsuite plans to invest further in AI to help customers “move faster and work smarter.”

However, competition is intensifying as major platforms increasingly build similar AI features directly into their own ecosystems.

What’s next for Hootsuite

Despite recent turbulence, Hootsuite says it is in a “position of strength,” pointing to a more focused business model and improved financial footing.

Key questions remain unanswered — including whether Holmes will take on the CEO role long-term and how the company will handle its relationship with DHS moving forward.

For now, the leadership reset marks a pivotal moment as the company looks to define its place in an increasingly AI-driven social media landscape.