Ryan Holmes is stepping back into the driver's seat at Hootsuite, the Vancouver-based social media management powerhouse he founded nearly two decades ago. The company announced Monday that Holmes is returning as interim CEO, replacing Irina Novoselsky who has departed the role after three years leading the organization.
The move marks a significant turn for one of Canada's most prominent tech companies. Holmes, who originally founded Hootsuite in 2008, had stepped away from the CEO position in November 2019, citing a desire to focus on family and other ventures.
Building on Momentum
In his announcement, Holmes praised the foundation Novoselsky built, noting the company's enterprise growth, data and AI advancements, and strong market position. "When I look at what this team has achieved under Irina's leadership, I see a company with real momentum and a strong foundation to build on," Holmes said in a LinkedIn post.
The company's leadership signalled that the transition positions Hootsuite to accelerate innovation in artificial intelligence and product-led growth. Holmes indicated the company will expand its capabilities in data insights and AI-powered features—a direction reinforced by Hootsuite's 2024 acquisition of Talkwalker, which bolsters the platform's AI-powered social listening and monitoring tools.
Novoselsky acknowledged the timing in her own departure announcement, writing that both she and the board "believe this is the right moment for a leadership transition." A Hootsuite spokesperson emphasized the transition was "made from a position of strength," noting the company remains profitable and growing.
Recent Challenges in the Spotlight
The leadership change comes amid recent controversy surrounding Hootsuite's government contracts. In January, it was revealed that the company had provided social media management and monitoring technology to the U.S. Department of Homeland Security—a contract that drew sharp criticism from employees, users, and advocacy groups concerned about the technology's use in immigration enforcement.
Novoselsky defended the arrangement at the time, telling employees the deal would continue as long as ICE adhered to Hootsuite's terms of service. The company later clarified that her departure was "not related to any customer contracts."
This wasn't Hootsuite's first brush with backlash over U.S. immigration agency partnerships. In 2020, employee and user pressure led then-CEO Tom Keiser to cancel a planned ICE contract—a decision that reflected the company's earlier stance on the sensitive issue.
Navigating Workforce Changes
The leadership transition also follows a significant workforce reduction. In October 2025, Hootsuite laid off 20 percent of its global workforce—affecting hundreds of employees across its offices worldwide. Novoselsky framed the cuts as necessary adjustments to evolving trends in social media and digital marketing.
Despite recent turbulence, Hootsuite maintains an impressive client roster, serving major brands including Adobe and the World Health Organization. The platform provides content scheduling, creation tools, and social media analytics to businesses globally.
Holmes' Track Record
Holmes' return arrives as he has remained active in the Canadian tech ecosystem. In 2021, he launched LOI Venture, a $20 million pre-seed fund dedicated to supporting young founders aged 15 to 30 through his League of Innovators program—demonstrating his continued commitment to nurturing emerging tech talent.
This article is based on reporting from BetaKit. Read the original story at BetaKit.