Rolex Watches, Leer jets with aBed and $220Mil to Advertise Herself, What Was Going to Take?

Well to answer the question on the title what took was advertising herself and not Trump.

The display of a Rolex at a notorious prison in El Salvador. A self-promotional advertising campaign for mass deportations. The lingering story of the killing of her dog.

Kristi Noem never appeared able — or particularly keen — to step out of the spotlight during her time leading the Department of Homeland Security. But even for a White House familiar with political crises, Ms. Noem’s streak of controversies, handling of government funding and flair for theatrics might have proved too much for President Trump.

On Thursday, Mr. Trump announced on social media that he was firing Ms. Noem, and that he had selected Senator Markwayne Mullin, Republican of Oklahoma, to replace her. The decision capped an embattled two-year arc for the former governor of South Dakota, in which she went from a contender for vice president to the first cabinet member to be ousted from Mr. Trump’s second stint in the White House.

Under Ms. Noem’s leadership, the Department of Homeland Security made progress on some of Mr. Trump’s core campaign promises, including his effort to bring illegal crossings at the southern border to historic lows. 

“The American people and our posterity are better off today, tomorrow, and for generations to come because of Secretary Noem’s dedication to public service,” the department posted on social media Thursday.

Ms. Noem wrote on X on Thursday that “we have made historic accomplishments at the Department of Homeland Security to make America safe again.”

But a number of episodes over the course of her tenure also prompted frustration among Mr. Trump’s allies and some White House officials.

Here are key moments in the rise and fall of Kristi Noem.

SPRING 2024

The beginning of Noem’s political evolution

 Donald Trump is standing on a stage next to Kristi Noem, governor of South Dakota, and other people with their arms in the air.

Ms. Noem appeared with Mr. Trump on the campaign trail.Credit...Michelle Gustafson for The New York Times

Ms. Noem appeared on the cusp of a major transformation.

After Republicans suffered losses in the 2022 midterm elections, she told The New York Times that she did not believe Mr. Trump offered “the best chance” for the party in 2024. 

 

But she then worked to gain favor with him, deploying the National Guard to the border and endorsing him before many other Republican governors. She was front and center in an ad promoting her cosmetic dental work that some saw as a move to catch Mr. Trump’s attention, even as it drew legal scrutiny. She was widely seen as a potential pick for vice president.

But she drew criticism from a number of political figures when she defended a story in her autobiography in which she killed a family dog on her farm, to her daughter’s distress. Ms. Noem wrote that she had hoped to train the dog, Cricket, to hunt pheasant, but that she proved “untrainable” and “less than worthless” as a hunting dog. “I hated that dog,” Ms. Noem wrote.

The story, which she highlighted to demonstrate her leadership skills and ability to make tough decisions, struck some people as unnecessarily cruel, and shadowed her tenure.

MARCH 2025

A self-promotional approach to running D.H.S.

A woman in a blue baseball hat, white long-sleeved shirt and gray pants walks in a group of men just outside a prison. She is wearing a gold watch on her left wrist.

Ms. Noem wore a Rolex during a visit to a notorious prison in El Salvador.Credit...Pool photo by Alex Brandon

The Trump administration had just used a wartime law to deport hundreds of Venezuelan migrants to a prison in El Salvador. Ms. Noem wanted to see the facility for herself — and wanted to make sure her presence was noticed. 

Ms. Noem toured the prison, known for its harsh conditions, in a baseball cap emblazoned with an Immigration and Customs Enforcement logo. She also wore a gold Rolex Cosmograph Daytona that sells for about $50,000. Ms. Noem filmed a video during the tour in front of rows of prisoners crowded tightly into bunks behind bars.

It was one of many photo ops that prompted ridicule on social media and among the rank and file of ICE and Border Patrol. Agents objected to her choice to show up to immigration operations in field gear, accusing her of cosplaying, such as an episode in Phoenix in which her bulletproof vest appeared to be improperly secured. Some agents used disparaging names for her, such as “ICE Barbie.”

JUNE 2025

Funding bottleneck at D.H.S.

A group of people carrying bags and bottles of water walks toward a concrete bridge over a river.

The $100,000 requirement delayed FEMA’s response to the catastrophic floods that roared through Central Texas.Credit...Jordan Vonderhaar for The New York Times

Ms. Noem faced backlash for her handling of the Department of Homeland Security’s non-immigration missions, including delivering grants from the Federal Emergency Management Agency.

Mr. Trump had already created unease over the future of disaster relief when he mused about shutting FEMA down. But last June, Ms. Noem signed off on a rule that required her approval for any expense over $100,000.

 

Ms. Noem was slow to sign off on the new spending requests, including projects deemed critical for national security. The policy also created a backlog of spending requests from FEMA, including one contract that would provide inspections of an estimated six million homes damaged in disasters. And the $100,000 requirement delayed FEMA’s response to catastrophic floods in Central Texas.

JUNE 2025

A senator is handcuffed at a Noem event

Senator Alex Padilla of California was forcibly removed and handcuffed after interrupting a news conference by Kristi Noem, the homeland security secretary, in Los Angeles last June.Credit...Aude Guerrucci/Reuters

Ms. Noem was holding a press availability in a federal building in Los Angeles when Senator Alex Padilla, Democrat of California, interrupted and began questioning mug shots on display behind the secretary.

Mr. Padilla, a vocal critic of Mr. Trump’s deportation policies, was muscled out of the room by federal agents and handcuffed.

“Sir! Sir! Hands off!” Mr. Padilla said as the agents surrounded him.

Mr. Padilla later said in an interview that he wanted answers about the administration’s “increasingly extreme” immigration actions, and that he had not been able to get them. Democrats denounced the treatment of Mr. Padilla as an escalation in what they said were authoritarian-style actions by Mr. Trump and Ms. Noem. 

Ms. Noem later told reporters that she spoke to Mr. Padilla after the incident and that they had a “great conversation.”

June 2025

Empowering a fiery new official: Gregory Bovino

Gregory Bovino in St. Paul earlier this year.Credit...Ryan Murphy for The New York Times

After protests raged in Los Angeles following an immigration operation, Ms. Noem turned to a little-known border official to take over enforcement in the region.

Gregory Bovino, the head of the El Centro sector of the border dividing California and Mexico, would run immigration operations in Southern California. Soon, images of agents chasing migrants from car washes and parking lots became ubiquitous online. U.S. citizens were getting caught in the dragnet, and allegations of racial profiling were rampant.

The decision to allow Border Patrol to conduct mass immigration operations across the country was unprecedented for an agency primarily charged with handling the country’s borders. 

Mr. Bovino took his operations to Chicago, New Orleans, Charlotte and Minnesota. In nearly every location, lawsuits and chaotic scenes followed. Inside D.H.S., some officials were concerned about the tactics deployed by Mr. Bovino, and Ms. Noem’s decision to empower him.

After the shooting of Alex Pretti by federal agents in Minneapolis, Mr. Bovino left his perch running operations across the United States. He was replaced by Tom Homan, Mr. Trump’s border czar, who was charged with bringing calm to the region.

JANUARY 2026

Labels protesters domestic terrorists

Ms. Noem’s claim that Alex Pretti had been “brandishing” a gun when he was shot was undermined by a preliminary review by Customs and Border Protection’s internal watchdog office.Credit...Al Drago/Getty Images

In the hours after agents pinned down and shot Mr. Pretti, a 37-year-old nurse, Ms. Noem weighed in with comments that would rapidly accelerate her downfall.

In a news conference, Ms. Noem said Mr. Pretti had been attempting an act of “domestic terrorism,” and claimed he had brandished a gun. An initial review by U.S. Customs and Border Protection shortly after the shooting found those claims to be untrue, and the episode undermined Ms. Noem’s credibility. 

Days later, when asked about Ms. Noem’s characterization of Mr. Pretti, Karoline Leavitt, the White House press secretary, declined to defend it, distancing Mr. Trump from the remarks. Days later, Mr. Trump himself called Mr. Pretti an “agitator and, perhaps, insurrectionist.”

MARCH 2026

Leadership under fire at congressional hearings

Ms. Noem testified on Capitol Hill this week.Credit...Tierney L. Cross/The New York Times

Ms. Noem’s ouster came after she was grilled by lawmakers on a range of topics during congressional hearings.

She declined to apologize for her description of Mr. Pretti and another U.S. citizen killed by federal agents in Minneapolis, Renee Good, as domestic terrorists. She said her statements were informed by “reports from the ground, from agents at the scene.”

Senator John Kennedy, Republican of Louisiana, grilled Ms. Noem about a ProPublica report that her department had spent more than $200 million on ad contracts, which he said had been steered to her former political consultants. Mr. Kennedy described the ads, including one in which she appeared on a horse in front of Mount Rushmore, as wasteful spending meant to boost Ms. Noem’s “name recognition

Senator Thom Tillis of North Carolina, a Republican retiring at the end of his term, accused Ms. Noem of a “failure of leadership.”

And during a House hearing this week, Representative Sydney Kamlager-Dove, Democrat of California, alluding to rumors, asked Ms. Noem if she had a sexual relationship with her senior adviser, Corey Lewandowski. Ms. Noem responded by calling the question “tabloid garbage.”

“This has been something that I have refuted for years, and I continue to do that,” she said at a different point in the hearing. Democrats, she said, attack Republican women by saying “we are either stupid, or we’re sluts.”

She added: “I am neither of those.”

Mr. Lewandowski, who ran Mr. Trump’s 2016 presidential campaign, served at D.H.S. as a special government employee, a role meant to last 130 days a year.