Rivian on Monday named Jenny Lewis as Vice President and Head of Marketing and eCommerce — a move that reverses the public position the company took in late January.
Three months ago, a Rivian spokesperson told EV it had no plans to hire a dedicated marketing leader, since the newly created Chief Customer Officer role already covered marketing.
The hire ends a sequence that began in October 2025, when founder and Chief Executive RJ Scaringe told employees that he would lead marketing on an interim basis while Rivian searched for someone to fill the role.
The interim arrangement followed a third round of 2025 layoffs that cut more than 600 employees, or 4.5% of Rivian‘s workforce.
In a January 28 statement to EV, Rivian said it had no plans to hire a chief marketing officer, with marketing duties at that point falling under the newly created chief customer officer (CCO) role filled by Greg Revelle on January 12.
Lewis joined Rivian as VP and will directly report to the CCO Revelle.
Three months later, the company has installed a senior marketing executive at the VP level beneath Revelle — a hire that effectively re-establishes a dedicated marketing leadership function the company had publicly de-emphasized.
A Senior Hire
Lewis joins Rivian from The Knot Worldwide, where she had served as Chief Marketing Officer since April 2022, leading marketing, insights, and editorial initiatives for the company and its 19 global brands across 16 countries.
She also held the dual role of President of The Bump and The Bash, two of the group’s consumer-facing brands.
Before The Knot, Lewis spent more than seven years at Uber Technologies, where she rose to Head of US and Canada Marketing for Uber and UberEats.
Lewis has been recognized in Business Insider’s 2023 CMOs to Watch list, Brand Innovators’ 40 Under 40 in 2023, the Forbes 2024 Entrepreneurial CMO 50, and Ad Age’s 2024 Leading Women.
“We are thrilled to announce that Jenny Lewis has joined Rivian as our new VP, Head of Marketing and eCommerce,” Rivian said in a LinkedIn post. “Jenny’s leadership will be instrumental in evolving how we connect with our community and continue to scale our marketing ecosystem.”
R2 Stakes
The hire lands as Rivian prepares for the most consequential product launch in the company’s history.
The R2 midsize SUV — with a starting price of $58,000 for the Launch Edition — is intended to expand Rivian‘s reach into a more affordable segment, with first customer deliveries beginning in June.
The company’s R1T pickup and R1S three-row SUV currently sell at an average price of approximately $88,000, according to Scaringe.
The R2 transition therefore represents a step change in both volume and audience: Rivian currently delivers approximately 50,000 vehicles annually but has signaled ambitions of hundreds of thousands once the R2 ramp completes.
Rivian‘s R2 Block Party promotional tour passed through Chicago over the weekend, drawing customers to two showrooms, and continues across five additional cities in May.
Marketing Reorganization Continues
The Lewis appointment effectively completes a marketing structure that has gone through three iterations in six months.
Until last October, Rivian‘s marketing function was led by Denise Cherry, the VP of Marketing and Brand Experience who joined the company in September 2019 and was promoted to her marketing role in January 2024.
Following the October layoffs, the heads of Rivian‘s marketing experiences and creative studio teams began reporting directly to Scaringe, ahead of the establishment of the chief customer officer role.
Revelle’s appointment as Chief Customer Officer in January gave Rivian an executive overseeing the entirety of the customer journey — including go-to-market strategy, sales, marketing, and operations — under a single leader.
Lewis now slots in beneath Revelle as the dedicated marketing executive within that structure.
