By Titik Puspa 
In a dramatic display of executive power and a swift restructuring following a contentious boardroom battle, Automattic CEO Matt Mullenweg has completely overhauled the company’s board of directors. The shake-up comes just weeks after the previous board attempted, and ultimately failed, to remove Mullenweg from his leadership position. The newly assembled board, announced to staff on Friday, presents a notably eclectic mix of individuals, including a best-selling science-fiction author and two co-founders of the now-defunct social app IRL, a development confirmed by TechCrunch and Mullenweg himself.
This significant board reconstitution marks the latest chapter in an intense internal governance struggle at Automattic, the parent company behind an array of influential digital platforms including WordPress.com, Tumblr, and WooCommerce. The conflict escalated earlier this month when the prior board controversially voted to place Mullenweg on a leave of absence, an action widely interpreted as an attempt to oust him. However, the CEO quickly regained control of the company, reclaiming his leadership role and initiating the removal or acceptance of resignations from the directors involved in the maneuver, all within an astonishing 33-hour period.
The recent board meeting, hinted at by Mullenweg on social media platform X without revealing attendees, has now culminated in concrete personnel changes. Employees were formally informed of the new board composition via the company’s internal Slack announcements channel. This move signifies Mullenweg’s assertion of authority and his deliberate selection of individuals to guide Automattic’s future direction.
Sources speaking to TechCrunch have revealed key figures now comprising the new Automattic board. Among them is a renowned best-selling science-fiction author, whose inclusion suggests a potential strategic pivot towards forward-thinking and imaginative leadership. Also joining the board are the two co-founders of IRL, a social app that shuttered its operations following significant revelations about its user base. The presence of these individuals, despite IRL’s controversial downfall, indicates Mullenweg’s willingness to engage with entrepreneurs who have navigated the complexities of the tech landscape, even in the face of significant challenges.
The story of IRL serves as a cautionary tale in the tech industry. The app was forced to shut down after investigations uncovered that a substantial majority of its reported user base consisted of bots, rather than genuine users. This deception led to severe repercussions for its co-founders, including CEO Abraham Shafi. Following the app’s collapse, they found themselves embroiled in a protracted legal battle, suing SoftBank and other investors. This litigation arose after SoftBank itself had filed a lawsuit against IRL, alleging securities fraud due to the fabricated user numbers. The inclusion of IRL’s co-founders on Automattic’s new board, therefore, suggests Mullenweg may be looking to leverage their experiences with high-stakes entrepreneurial ventures and the subsequent legal fallout.
Beyond the new board members, Automattic is also welcoming several new advisers who will undoubtedly bring a wealth of expertise to the company. Among these esteemed individuals is Jaime Waydo, the former CTO of Woop, a company known for its innovative approach to [Insert Woop’s industry/focus here if known, or generalize as "its field"]. Waydo’s technical leadership experience is expected to be invaluable as Automattic continues to expand its technological infrastructure and product offerings. Matt Van Horn, a co-founder of June, is also joining as an advisor. June’s [Insert June’s industry/focus here if known, or generalize as "innovative solutions in its sector"] likely provides a valuable perspective on user engagement and product development. Rounding out the new advisory team is Hiten Shah, a well-respected figure in the startup ecosystem and co-founder of KISSmetrics, a company renowned for its analytics and customer intelligence tools. Shah’s deep understanding of data-driven decision-making and growth strategies will be a significant asset to Automattic.
In an internal communication to staff, Mullenweg reportedly outlined his current roles within the company, stating, "for purposes of Delaware law, I am the CEO, President, Treasurer, and Secretary." This assertion underscores his complete control over the corporate structure following the attempted ouster. He also alluded to the positive outcomes of the recent turmoil, noting that the attempted firing had "also brought in many amazing supporters."
Reflecting on the recent board meeting, Mullenweg described it as "the most interesting board meeting in a decade (since the Woo acquisition)," suggesting a period of significant strategic deliberation and potential transformation. The acquisition of WooCommerce, a major e-commerce platform, in 2015, was a pivotal moment for Automattic, significantly expanding its reach and revenue streams. The comparison to that pivotal event indicates the magnitude of the discussions and decisions being made in the current climate.
Automattic initially stated that they hoped to provide a comment to TechCrunch soon. Following publication, Mullenweg confirmed the new board additions and advisors, offering a concise yet potent statement: "We are living through times of unprecedented change, possibly a singularity. The next six months will determine the next 20 years of Automattic." This declaration paints a picture of a company poised on the brink of significant evolution, with Mullenweg emphasizing the critical juncture at which Automattic finds itself. The "singularity" metaphor suggests a point of rapid, irreversible technological advancement, and Mullenweg’s statement implies that Automattic’s strategic decisions in the immediate future will have a profound and lasting impact on its trajectory.
The turbulent events leading to this board overhaul began when Automattic’s original board voted to place Mullenweg on a paid leave, an action he characterized on X as a "coup attempt." He swiftly moved to regain control, releasing those involved in what he perceived as an illegitimate power grab. The subsequent reassertion of his authority was facilitated by his substantial voting power within the company. At TechCrunch Disrupt 2024, Mullenweg revealed that he controls an impressive 84% of the company’s voting shares, a fact that proved instrumental in his ability to swiftly reverse the board’s decision. The brief but intense period of his absence, lasting precisely "33 hours and 20 minutes," as confirmed by Automattic, highlights the swiftness and decisiveness of his response.
Following the failed board vote, several key figures departed from their positions. Toni Schneider, a founding CEO of Automattic and currently the CEO of Bluesky, resigned from his board seat. Mullenweg also removed General Ann Dunwoody, a retired United States Army general and former commanding general of the United States Army Material Command, from the board. Board member Sue Decker also resigned. In addition to these board changes, Mullenweg let go of Automattic CFO Mark Davies, who had been slated to serve as interim CEO, and Chief Legal Officer Andy Missan. These departures suggest a broad restructuring of the company’s leadership and governance.
Mullenweg’s take on the situation was starkly put on X: "Founder advice: If you don’t have a coup attempt every few years, you’re not hiring strong enough leaders." This provocative statement suggests a belief that internal challenges and power struggles are a natural, even healthy, part of building a strong and resilient company, provided the leadership is robust enough to navigate them.
A significant development following Mullenweg’s return was the replacement of Automattic’s legal counsel. This move has fueled speculation that the boardroom conflict might be intertwined with the company’s ongoing legal disputes, particularly its protracted lawsuit with hosting provider WP Engine. The litigation involves trademark disputes and allegations concerning WP Engine’s alleged lack of contribution to the open-source WordPress project. Adding another layer of complexity, WP Engine’s legal team had accused Mullenweg in July of destroying evidence, as documented in court filings. The engagement of Susman Godfrey LLP, a top-tier trial firm, as new litigation counsel, as disclosed in Mullenweg’s internal message, signals a proactive and aggressive stance in defending Automattic’s interests in these high-stakes legal battles.
In an internal message shared with employees after his return, Mullenweg acknowledged the disruption caused by the events, stating:
"Last week, several board members formed a special committee and voted to place me on a leave of absence. They did this without advance warning and without giving me a meaningful opportunity to understand or respond to their concerns before they acted. I was denied even a brief extension to consult with independent legal counsel.
I took the steps necessary to reverse that action. I am back and fully in charge of the company. I am again working alongside you to make our company a success.
I also want to share that we have retained Susman Godfrey LLP as our new litigation counsel. Susman Godfrey is one of the top trial firms in the country, and they will be protecting our company’s interests and defending us in our ongoing litigation.
I know this past week has been unsettling. I appreciate your patience and your continued focus on the work that matters. I will have more to share soon, but for now, know that Automattic’s mission and priorities remain unchanged."
This internal communication provided a direct account of the events from Mullenweg’s perspective, emphasizing the lack of due process he experienced and his firm resolve to resume leadership. The retention of a prominent litigation firm underscores the seriousness with which Automattic is approaching its legal challenges.
The composition of the new board, featuring a science-fiction author and entrepreneurs with experience in high-growth, sometimes volatile, tech ventures, alongside seasoned industry advisors, suggests a strategic intent to inject fresh perspectives and robust expertise into Automattic’s governance. Mullenweg’s decisive actions and his affirmation of his leadership position signal a new phase for the company, one that will likely be characterized by innovation, strategic maneuvering, and a keen focus on navigating complex legal and market landscapes. The coming months, as Mullenweg himself stated, are poised to be critical in shaping the long-term destiny of Automattic, a company that has consistently played a pivotal role in the evolution of the internet.
