Genesis Hires Former Lexus Exec For New Brand Experience Position

Genesis Motor America is expanding its executive leadership team with the addition of a “brand experience” leader. 

Rachel Espersen, who is new to the automaker, has been named executive director, brand experience, Genesis House and Studios.

She will report to Claudia Marquez, chief operating officer of Genesis Motor North America. The automaker also recently added Wendy Orthman as executive director, marketing. 

Espersen brings more than 15 years of marketing experience to Genesis. Her most recent role was at Citi where she was the head of U.S. consumer experiential marketing and strategy. Prior to that, Espersen was with Lexus-Toyota Motors USA where she was the head of Intersect, the Lexus brand center in New York.



The position entails leading the strategy and operations of the Genesis House and brand studios, including marketing plan development and execution. 

Esperson will be responsible for “optimizing the guest experience, enhancing awareness and consideration for the Genesis brand through unique consumer engagement,” according to the luxury automaker, which is a unit of Hyundai Motor Group. 

“Genesis is a new brand with a focus on driving consumer awareness and consideration,” Marquez says in a statement. “I am looking forward to working with Rachel on our objective of introducing Genesis to a growing audience of diverse consumers through our branded spaces.”

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