In six months, Instagram will have lost two marketing execs.
Clifford Hopkins, Instagram’s head of marketing, is leaving the company in June to “pursue new interests and to be closer to his family on the East Coast,” an Instagram spokesperson confirmed.
Instagram is replacing Hopkins’ role with a global VP of marketing role that will be based in San Francisco. According to a posting, the job “will lead the consumer marketing organization within the brand’s high-performance, high-creativity, highly collaborative global environment,” as well as work to “evolve the marketing function from performance-focused to a more even balance of brand-led and performance marketing.”
The person will report to Facebook’s chief marketing officer, Antonio Lucio.
And in December, Taj Alavi, who worked on Hopkins’ team as the head of global brand marketing, left Instagram.
Both execs worked in marketing some of the app’s biggest launches as Instagram blew past Snapchat in user numbers and features. They started at Instagram in 2015 and two years later helped launch the first global campaign for Instagram Stories that included billboards, out-of-home placements, and digital.
More recently, Instagram launched a campaign to support IGTV, Instagram’s year-old longform-video feature.
Before joining Instagram, Hopkins worked in marketing roles at Google, PayPal and AOL, according to his LinkedIn.
Uber is building up its marketing
Uber tapped Alavi as senior director and global head of marketing communications, an Uber representative confirmed. She started last week and reports to Uber’s chief marketing officer, Rebecca Messina, who joined the company in September from the liquor brand Beam Suntory.
Since leaving Instagram, Alavi has taken on adviser roles at Nike and Scaled Influence, a computer-science company. Before joining Instagram, Alavi had marketing roles at Intuit, The Clorox Company, and Johnson & Johnson.
“I’m honored to be joining Rebecca Messina and the entire Uber team to tell the next chapter of the Uber story,” Alavi wrote in a LinkedIn post announcing her new job.
“Over the past three years, I built and led Instagram’s brand team as we launched Instagram Stories, IGTV, and brought the warmth and community of Instagram to over one billion people. I am so proud of the great work my team and I did at Instagram and grateful for everyone’s continued support. I look forward to continuing to work with many of you in my new role.”