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Kristi Noem Ousted as Homeland Security Secretary After $220M Ad Blitz
Trump announces firing after Noem faced criticism from both parties over controversial ad campaign
Published on Mar. 7, 2026
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Homeland Security Secretary Kristi Noem has been fired by President Donald Trump, with the decision coming after back-to-back congressional hearings where she faced rare criticism from Republican lawmakers over a $220 million ad campaign that featured Noem prominently. The administration cited the ad campaign and other "unfortunate leadership failures" as reasons for her dismissal after a 13-month tenure.
Why it matters
Noem's high-profile and self-promotional approach as DHS secretary, including appearing in numerous ads and videos, drew intense scrutiny and may have ultimately led to her downfall. Her firing highlights the challenges of balancing a public-facing role with the need to avoid overshadowing the administration's agenda.
The details
The $220 million ad campaign featured Noem riding a horse through a pine forest near Mount Rushmore, warning that "You cross the border illegally, we'll find you." Senators questioned the appropriateness of the spending and whether President Trump had approved the ads, with Trump later telling NBC News he was unaware of the campaign and "wasn't thrilled" with it. Noem also faced fallout over a federal immigration enforcement operation in Minnesota and accusations of mismanaging her staff.
- Noem was fired by President Trump on March 6, 2026.
- Noem faced criticism from Republican lawmakers over the $220 million ad campaign during congressional hearings earlier this week.
The players
Kristi Noem
The former Homeland Security Secretary who was fired by President Trump after a 13-month tenure marked by a controversial $220 million ad campaign featuring herself.
Donald Trump
The President of the United States who announced Noem's firing and said he will nominate Oklahoma Republican Sen. Markwayne Mullin to replace her.
Sen. John Kennedy
A Republican senator from Louisiana who grilled Noem over the $220 million ad campaign, saying it "puts the president in a terribly awkward spot." Kennedy later said Trump was "mad as a murder hornet" about the issue.
What they’re saying
“The president approved ahead of time you spending $220 million running TV ads across the country in which you are featured prominently?”
— Sen. John Kennedy, Senator, Louisiana (Congress)
“Well, they were effective in your name recognition.”
— Sen. John Kennedy, Senator, Louisiana (Congress)
“I spent less money than that to become president. I didn't know about it.”
— President Donald Trump (NBC News)
What’s next
The president will nominate Oklahoma Republican Sen. Markwayne Mullin to replace Noem as Homeland Security Secretary. Noem will be appointed as a "Special Envoy for The Shield of the Americas," a new security initiative focused on the Western Hemisphere.
The takeaway
Noem's high-profile and self-promotional approach as DHS secretary ultimately backfired, leading to her dismissal after facing criticism from both parties over the $220 million ad campaign that featured her prominently. Her firing underscores the delicate balance senior officials must strike between advancing the administration's agenda and avoiding the perception of self-aggrandizement.
