Hootsuite Inc. has reinstated its founder, Ryan Holmes, as interim chief executive officer following the departure of Irina Novoselsky. Holmes, who led the company from its founding in 2008 until mid-2020, announced his return via LinkedIn on Monday, expressing enthusiasm about the company’s current trajectory and the broader impact of artificial intelligence on communication and organizational tools.

Novoselsky, who assumed the CEO role in early 2023 and is based near New York, confirmed in a separate LinkedIn post that Monday marked her final day leading the company. She highlighted several achievements during her tenure, including a return to profitability, expansion in the enterprise customer segment, and a strategic acquisition of Luxembourg-based social listening firm Talkwalker in 2024. Talkwalker’s technology analyzes social media and online content for sentiment and emotional tone, capabilities Hootsuite has positioned as central to its growth, particularly in U.S. government markets.

Hootsuite has faced controversy in recent months, notably over its contract with U.S. Immigration and Customs Enforcement (ICE). The company secured a US$95,000 pilot project with ICE in September 2025, which ignited protests at its Vancouver headquarters. The project followed prior engagements with Customs and Border Protection and was part of ongoing efforts by the Department of Homeland Security (DHS) to enhance social media monitoring related to immigration enforcement. In 2020, employee pushback led Hootsuite to cancel a similar contract with ICE.

Novoselsky defended the company’s government work during an internal call earlier this year, asserting that Hootsuite abides by its terms of service when working with various organizations, including those considered polarizing. Public records indicate that Seneca Strategic Partners LLC, a government contractor in New York, holds a DHS contract utilizing Hootsuite’s platform, with a potential value of US$2.8 million running through 2029. The acquisition of Talkwalker is integral to Hootsuite’s plans to deepen its government client base, with internal communications referring to the ICE project as a potential lucrative opportunity. One email from September 2025 described the pilot as a "Trojan Horse Deal," emphasizing prospects for significant contract growth.

Holmes is widely recognized as a leading figure in Canada’s technology sector, credited with transforming Hootsuite—from a social media management tool developed within his prior company, Invoke Media—into one of the country’s most valuable private tech enterprises. Under his initial leadership, Hootsuite secured approximately US$250 million in venture funding by 2014 and generated substantial revenue growth. However, the company faced executive turnover and missed sales targets in subsequent years. After a deferred sale process in 2019 due to valuation concerns, Holmes stepped down as CEO in mid-2020, succeeded by Tom Keiser. Keiser’s tenure saw workforce reductions and exploration of a public offering, which did not materialize amid a downturn in technology valuations. Holmes’ return suggests a renewed focus on leveraging the company’s foundations amid evolving industry dynamics.