Meta communications head John Pinette steps down

John Pinette has stepped down from his role as head of communications at Meta. A quick check by MARKETING-INTERACTIVE showed that Pinette had been with the company since April 2019, and was previously VP of global communications in the company, then known as Facebook.  

According to The Wall Street Journal (WSJ), Pinette broke the news to his employees last week, where he told the team he knows that they will continue to thrive as they do some of the most important and most difficult work in communications. WSJ had also quoted Meta stating that the company is thankful for Pinette's positive contributions during an "intense and significant time in the company’s history", and wished him well on his future endeavours. 

Prior to joining Meta, Pinette was VP of marketing and communications at Vulcan, where he was responsible for all marketing campaigns, brand, image, internal communications, social media and public relations for Vulcan, whilst "enshrining the legacy" of Paul Allen, co-founder of Microsoft, his LinkedIn stated. 

Pinette had also managed Bill Gates' personal image and communications programme during his time as director of communications at bgC3. He also maintained brand fidelity across the Gates Foundation, Microsoft and bgC3, directing a team of in-house and agency resources. According to his LinkedIn, Pinette has also previously worked as director of communications at Pershing Square Capital Management, Google APAC, and Microsoft. 

Multiple sources such as Reuters and WSJ have reported that international communications VP Chris Norton will cover Pinette's role on an interim basis. MARKETING-INTERACTIVE has reached out to Meta for comment.

Meta had rebranded from Facebook in October last year, as the company shifts its focus from social media to the metaverse, with the new name representing the next chapter that is a future created by everyone that will take society beyond what digital connection makes possible today. The tech giant also set aside US$50 million in a XR Programs and Research Fund for a period of two years to collaborate with industry partners, civil rights groups, governments, nonprofits and academic institutions to determine how to build these technologies responsibly.

Moving forward, Zuckerberg said Meta will be metaverse-first moving forward and not Facebook-first. As part of the rebranding, Facebook began trading under the stock ticker, MVRS, on 1 December 2021. In November that year, Meta appointed Spark Foundry to handle its global media planning and buying duties following a pitch that launched in March covering Facebook, Messenger, Instagram, and WhatsApp. Meta's spokesperson told MARKETING-INTERACTIVE then that Spark Foundry will be responsible for strategic thought leadership, media innovation, planning and investment, cross-channel approaches, tools, tech and operations. The company then launched its first campaign for Meta later that month. 

Separately, Meta said last year that it would remove its detailed targeting options from this month onwards. With this move, advertisers will not be able to target users who have interacted with content related to health causes, sexual orientation, religious practices, political beliefs and social issues, among others. At the same time, Meta said it will maintain its commitment to helping small businesses, non-profits, and advocacy groups reach their audiences.

Photo courtesy: 123RF

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