Lucid Motors has appointed former Red Bull shopper marketing director Jennifer Latz as its new Global Head of Experience, Partnerships and Talent, the electric vehicle maker’s latest move to strengthen its marketing team.
Latz announced she is joining the EV maker on LinkedIn on Friday, saying she was “excited to share that I’ve joined Akerho Oghoghomeh at Lucid as their Head of Global Experience, Partnerships and Talent.”
Oghoghomeh, who himself joined the Newark-based brand in April after stints as senior vice president of brand marketing at Red Bull and chief marketing officer at Beyond Meat, now oversees Lucid’s global marketing operations.
“This role brings together several things I’m passionate about: building meaningful partnerships, shaping immersive brand experiences, and working with talent in ways that drive both cultural and business impact,” Latz wrote.
“Lucid is a brand with bold ambitions in the luxury space, and I’m excited to help bring those to life!”
Prior to joining Lucid, Latz served as Senior Director of Brand & Consumer Marketing at the NFL team Kansas City Chiefs.
Before that, the executive spent 15 years at Red Bull in a variety of senior marketing roles.
Most recently, she served as Director of Shopper Marketing from April 2020 to September 2022, where she led the company’s shopper marketing strategy in the small format retail channel.
Earlier, she was Senior Brand Marketing Manager for Red Bull’s South Business Unit, overseeing a $1.9 billion portfolio and driving double-digit growth through product marketing, retail execution, and consumer activations, including limited-edition campaigns and event partnerships.
The appointment follows a period of executive turnover at Lucid. The company’s Vice President of Marketing and Communications Andrea Soriani departed last year and subsequently rejoined Maserati as its North America head.
As reported by EV in late April, Soriani’s responsibilities have since been taken over by Oghoghomeh.
The company has been focusing on increasing its brand awareness in the U.S. but also globally while aiming to get some market share from Tesla owners.
In late March, interim Chief Executive Officer Marc Winterhoff said Lucid had seen a “dramatic uptick” in orders from Tesla drivers, with former Tesla owners accounting for half of all new orders over the previous two months.
The EV maker is increasing hiring as it prepares to start full-scale production in Saudi Arabia and develops a new mid-size platform that will support three forthcoming fully electric models.
Earlier this week, it had over 740 positions opened across Europe, the U.S. and Saudi Arabia.
Lucid employed approximately 6,800 full-time staff worldwide at the end of 2024, up from about 6,500 at the end of 2023, according to its latest SEC filings.
