Andrea Soriani, Vice President of Marketing and Communications of the electric vehicle maker Lucid Motors, left the company last November after less than two years in the role to return to Maserati as North American market chief.
Six months later, this May, Lucid Motors announced the hiring of Akerho Oghoghomeh as its new senior VP marketing to tackle one of the main goals of the year: increase brand awareness.
By then, the company stated that the executive brought “a wealth of experience to the Lucid team in building iconic brands including Red Bull.”
The brand added that Oghoghomeh would “play a key role in accelerating Lucid‘s marketing initiatives, increasing the reach and relevancy of the Lucid brand, strengthening consumer engagement, and driving global growth.”
Oghoghomeh now oversees global marketing operations in the company, leading a team of over 100 marketing professionals across the US, Europe, and the Middle East.
Latz reported to Oghoghomeh during his tenure as Senior Vice President of Brand Marketing from 2021 to 2023, before leaving to become Chief Marketing Officer at Beyond Meat, a position he held until last April.
Two months later, Jennifer Latz, former Red Bull Shopper Marketing Director, announced on LinkedIn that she was joining Oghoghomeh at Lucid, as their Head of Global Experience, Partnerships and Talent.
Latz worked in Red Bull for 15 years, from 2007 to 2022, then moving on as Senior Director of Brand & Consumer Marketing for the Kansas City Chiefs for the past two years and a half, before joining the EV maker.
The latest former Red Bull executive to join is Bobby Sherlock, who will now serve as Head of Integrated Marketing. He worked alongside Latz during their time at Red Bull.
He announced on LinkedIn earlier this Tuesday that he has joined the EV maker, becoming the third marketing expert hired by Lucid who previously worked at Red Bull.
“I’m excited to share that I have joined Lucid as the Head of Integrated Marketing, and I’m equally thrilled to once again partner with Akerho Oghoghomeh and Jennifer Latz,” Sherlock said on a LinkedIn post.
Bobby Sherlock was in the company from 2013 to 2019, where he started as a Brand Marketing Intern and Student Brand Manager, before being promoted in 2016 to Brand Marketing Specialist, a position he held until February 2018.
Until October 2019, Sherlock was an International Brand Specialist in Red Bull.
He spent two years in Riot Games as a Brand Manager, from 2020 to 2022, and served as a Senior Manager of Brand and Product Marketing for Warner Bros. Entertainment for the past three years.
Late last month, Lucid‘s Vice President for the Middle East Faisal Sultan said the company’s main focus for this year is to increase brand awareness.
The EV maker also announced that it signed a multi-year deal with the Hollywood actor Timothée Chalamet to become its first-ever global brand ambassador.
The campaign will debut early next month, coinciding with the Gravity SUV’s upcoming launch in Europe.
Lucid plans to partner not only with Chalamet but also with world-class athletes, influential cultural figures, and leading brands and organizations in sports and culture.
