Lucid Motors‘ Head of Growth Marketing Bryson Shellito said on Wednesday that he is leaving the company, less than a year after the Saudi-backed EV maker overhauled its Marketing department.
Shellito announced his exit via LinkedIn, writing that “my time at Lucid Motors has officially come to a close, and I’m leaving incredibly proud of what we built.”
The company is preparing to start production of its third model — the Lucid Cosmos — in Saudi Arabia by the year end. The unveiling of the midsize model is planned for this summer.
“When I joined, the growth marketing program was a blank canvas,” Shellito wrote. “What followed was some of the most challenging and rewarding work of my career.”
The marketing specialist joined the premium brand in 2024, after previously holding roles at tech companies such as LinkedIn, Epic Games, and Apple.
He said in the same post that he will now join Google’s YouTube Marketing team.
Marketing Team Overhaul
Shellito joined Lucid two years ago as Head of US Media and Digital Activations.
In that role, he led national media and digital strategy and directed eight-figure integrated media investments across search, social, display, video, out-of-home, and print channels for the Lucid Air sedan.
He was promoted to Head of Marketing Operations in March 2025, an interim role as the new Marketing VP Akerho “AK” Oghoghomeh joined two months later to replace Andrea Soriani.
VP of Marketing and Communications Soriani left the company in October 2024 to rejoin Maserati as General Manager for North America.
Between Soriani’s departure and Oghoghomeh’s arrival, Shellito oversaw media, CRM, experiential marketing, and analytics, and co-led the go-to-market strategy for the Lucid Gravity SUV.
Oghoghomeh was previously serving as a SVP of Brand Marketing at Red Bull after being the Chief Marketing Officer at Beyond Meat.
Growth Marketing
Shellito was elevated to Head of Growth Marketing last November, leading a unified growth organization with a $75 million-plus full-funnel investment strategy across the Air and Gravity lineups.
According to his LinkedIn profile, his team drove 80% of total company leads and delivered eight consecutive quarters of quarter-over-quarter growth.
In his farewell post, Shellito highlighted several campaigns he helped shape, including “Compromise Nothing” and the “Driven” campaign featuring Timothée Chalamet that launched alongside the Gravity’s debut last September.
“Partnering with Timothée Chalamet on ‘Driven’ and watching it cut through in a way most auto campaigns never do,” Shellito wrote.
He also praised the Gravity itself, calling it “a vehicle that genuinely earns every superlative thrown at it.”
“One thing I’ll say on the way out: Lucid still makes the best damn cars on the market,” Shellito wrote, adding a reference to a tagline he was never able to use: “New car smell, with no musk.”
Brand Awareness Push
The growth marketing team’s work came during a broader brand awareness offensive under Oghoghomeh and interim CEO Marc Winterhoff.
Lucid signed Chalamet as its first global brand ambassador last summer and launched the “Driven” campaign in September 2025 to coincide with the Gravity’s European debut.
The EV maker also pursued partnerships with New York Knicks stars Jalen Brunson and Josh Hart and became the sponsor of the Hyrox fitness competition.
Lucid recently ran a Gravity campaign taking a veiled shot at Tesla’s Model X ahead of its discontinuation.
Shellito noted the momentum continuing beyond his departure.
“What comes next from Lucid will surely blow everyone away and I can’t wait for you to drive it,” he wrote — an apparent reference to the Cosmos, the EV maker’s upcoming mid-size SUV.
The company expects to begin production of the Cosmos at its Saudi Arabia plant by year-end.
Executive Exodus
Shellito’s exit is the latest in a leadership exodus that has seen thirteen C-level or vice president departures since October 2023, spanning engineering, finance, legal, strategy, manufacturing, and commercial functions.
The departures have included the CEO, CFO, General Counsel, and most of the company’s original senior leadership.
Soriani’s marketing exit in October 2024 was part of a wave that included Alexander Lutz, the Managing Director for Europe, and Kevin Callanan, VP of Supply Chain.
More recently, Senior VP of Strategy Claudia Gast resigned in February. In the same month, the company executed a 12% workforce reduction.
CEO Appointed After 14-Month Search
Lucid operated without a permanent chief executive for fourteen months after founder-era CEO Peter Rawlinson departed the role in February 2025.
The board initiated a search “with the support of a leading executive search firm,” but months passed without a public update.
Earlier this month, the company announced Silvio Napoli as its permanent CEO, taking on the lead from interim Chief Marc Winterhoff.
Winterhoff is transitioning back to his previous role as Chief Operating Officer.
Shellito closed his farewell by thanking his team and agency partners at RED and Giant Spoon.
“Grateful to everyone at Lucid who made it what it was,” he wrote. “Compromise Nothing.”
Lucid’s Recent Performance
The executive moves are part of a turbulent stretch for the EV maker.
Lucid‘s stock has fallen to successive all-time lows in recent weeks, trading as low as $6.75 earlier this week.
The share value is equivalent to $0.675 before the reverse stock split that took place last summer, precisely to avoid trading below $5, according to Winterhoff.
“Its actual reason is that when you are on a certain level or below a certain level, certain institutional investors cannot invest into your stock,” the interim CEO stated then, dismissing delisting fears as the stock approached the one-dollar mark.
Saudi Arabia’s Public Investment Fund, which holds approximately 50% of outstanding shares, has invested roughly four times what Lucid is currently worth.
PIF added another $550 million in convertible preferred stock earlier this month alongside the CEO appointment.
The company reported a net loss of $978.4 million in the fourth quarter of 2025 and approximately $3 billion in operating losses for the full year. Quarterly cash burn has averaged near $850 million.
Uber has also deepened its involvement.
The ride-hailing company expanded its vehicle purchase commitment — for the Robotaxi partnership — from 20,000 to 35,000 units, and invested a total of $500 million in equity.
The company now holds an 11.5% stake in Lucid.
On the operational side, Lucid recalled all 4,476 Gravity SUVs produced before mid-February over improperly welded seat belt anchors.
The 29-day stop-sale dragged first-quarter deliveries to 3,093 units — well below Wall Street’s 5,237 consensus.
Weeks later, a second recall hit 3,627 Air sedans over half-shaft bolt failures.
