Bobby Sherlock, a former Red Bull marketer who joined Lucid Motors as Head of Integrated Marketing last August, has left the company after less than a year.
Sherlock announced his departure in a LinkedIn post late Wednesday — the same day that the Saudi-backed EV maker saw its Engineering chief Emad Dlala leave after eleven years.
“I’m thrilled to share that I’ve joined the team at 2K — a return to my roots in sports and games,” he wrote. “Huge thanks to the friends and mentors who have helped make this possible.”
According to his LinkedIn profile, Sherlock’s Lucid tenure ran from August 2025 to May 2026.
His departure strips another name from the marketing team that Akerho Oghoghomeh, Lucid‘s Senior VP of Marketing, assembled over the past year as part of a broader push to raise the brand’s visibility.
The premium carmaker had identified brand-awareness growth as a top strategic priority, signing a multi-year deal with actor Timothée Chalamet as its first global brand ambassador late last year.
Lucid said it planned to partner with world-class athletes, cultural figures and leading organizations in sports and entertainment as part of this push.
Before joining the premium brand, Oghoghomeh held the Senior VP Brand Marketing title at Red Bull from 2021 to 2023 and then served as Chief Marketing Officer at Beyond Meat until April 2025.
Red Bull Background
Sherlock was the second ex-Red Bull executive recruited by Oghoghomeh after the latter joined the EV maker in May 2025.
The marketeer spent six years at Red Bull, from 2013 to 2019, starting as a Brand Marketing Intern and Student Brand Manager before rising to Brand Marketing Specialist in 2016 and International Brand Specialist in 2018.
Sherlock served as a Brand Manager at Riot Games from 2020 to 2022, then moved to Warner Bros. Entertainment as Senior Manager of Brand and Product Marketing.
When announcing his Lucid hire in August 2025, he said he was “equally thrilled to once again partner with Akerho Oghoghomeh and Jennifer Latz.”
Sherlock reported to Oghoghomeh and worked alongside Latz — who had been hired in June as Head of Global Experience, Partnerships and Talent, according to her LinkedIn page then.
As of Thursday, however, Latz serves as Head of Global Brand Marketing, according to her LinkedIn profile.
Oghoghomeh continues to serve as Lucid‘s Senior VP of Marketing, according to his LinkedIn profile.
Broader Leadership Exodus
Dlala’s exit on Wednesday came after spending nearly 11 years at Lucid, joining in 2015 when the company still operated as Atieva.
His exit marked the 14th departure of a C-level executive, senior vice president or vice president since October 2023, by EV‘s count — leaving SVP of Design and Brand Derek Jenkins as the sole survivor of the leadership team that ran the company just a few years ago.
Days earlier, EV reported that Senior Director of Supply Chain Ryan Anderson had also departed after nearly five years, shortly before the planned summer unveiling of the Cosmos midsize SUV.
The executive turnover has accelerated since Lucid replaced founder and CEO Peter Rawlinson in February 2025, triggering a 14-month search that ended when Napoli formally assumed the CEO role on June 1.
Former interim CEO Marc Winterhoff moved into the Chief Operating Officer position he held before the lead.
Other senior departures since October 2023 include CFO Sherry House (now at Ford), General Counsel Matthew Everitt, Senior Vice President of Operations Steven David, Senior Vice President of Digital Michael Bell, Vice President of Quality Jeri Ford, among others.
SVP of Strategy and Business Development Claudia Gast also resigned in February 2026 — and resurfaced weeks later at General Motors as deputy chief financial officer.
In confirming Dlala’s departure, Lucid said it is “transforming its organization to accelerate innovation and strengthen execution” under Napoli and that it “will communicate further actions soon,” signaling that the reorganization may not be finished.
Stock at Record Lows
The personnel upheaval coincides with sustained pressure on Lucid‘s stock.
Shares have plunged to successive all-time lows in recent sessions, closing Wednesday at $4.70 — equivalent to $0.47 on a pre-reverse-split basis.
Lucid‘s market cap has declined below $2 billion over the last few days.
As of Wednesday, it stood at $1.8 billion — less than a fifth of the total value invested by its main shareholder and backer, Saudi Arabia’s Public Investment Fund (PIF).
The company is also facing a federal securities class action, which alleges Lucid and two C-level executives concealed a supplier defect that halted Gravity SUV deliveries for 29 days during the first quarter while publicly touting improved manufacturing capabilities.
