• by Tanya Gazdik , December 19, 2021

Former Bentley Motors executive Graeme Russell becomes chief brand officer of Genesis, effective Jan. 1. 

Russell will lead Genesis’ global brand, product, and retail communications, with the goal of creating a consistent brand experience across all customer touchpoints. 

He will report to Jay Chang, global head of Genesis brand, and Chief Creative Officer Luc Donckerwolke, who also briefly held the chief brand officer title, starting Sept. 1. 

Russell is charged with planning, implementing and managing Genesis’ brand and experience strategies across global markets. He will lead a team of customer experience and retail experts to deliver differentiated brand communications with customers, according to the automaker.

Genesis is the luxury division of Hyundai Motor Group. It launched its first Genesis standalone model, the Genesis G90, in 2017.

Russell joins Genesis with 15 years of luxury marketing and communications experience, including stints as global head of brand communications for Bentley Motors and as brand ambassador for Macallan, a top-shelf single malt Scotch whisky brand.

“With rapid global growth in the luxury market, we need to deliver the Genesis experience cohesively and consistently to achieve further development of the brand,” Chang says in a release.

Genesis aims to lead the age of electrification by focusing on a dual electrification strategy involving fuel-cell and battery EVs, starting with its electrified G80 and GV60 electric models. Genesis has stated its commitment to becoming a 100% zero emission vehicle brand by 2030 and to pursuing carbon neutrality by 2035.