Snap is hoping a new head of communications can help craft its turnaround message—and it is bringing in a heavy hitter to take over the job. Snap on Monday named Julie Henderson, the former head of communications at 21st Century Fox, as the successor to the former communications VP Mary Ritti.
Henderson has a tough job. Snap CEO Evan Spiegel runs the company with a strong hand. And he doesn’t like talking to the media, although that has started to change. But Henderson has experience dealing with strong leaders—she was close to Fox executive chairman Rupert Murdoch.
Her hiring completes the replacement of the entire executive team that the company had when it went public last year, including the appointment in recent months of a new CFO and heads of business and strategy.
The question is how long will they last. Last year, a new head of human resources only lasted a few months before being pushed out. This year, an ad sales chief left months later. If Henderson can last, it will be a sign that Spiegel has evolved as a leader. If not, then this notion of a Snap turnaround will be a tough sell.