• by Tanya Gazdik , May 6, 2025

Lucid Motors has hired a veteran CPG executive as its new top marketer. 

Akerho "AK" Oghoghomeh joins the company as senior vice president of marketing. Most recently, he was CMO at Beyond Meat. He previously was senior vice president of brand marketing at Red Bull. 

He replaces Andrea Soriani, who left Lucid in November to take the post of general manager of Maserati North America, where he previously was global brand marketing manager.

Oghoghomeh will play a key role in accelerating Lucid's marketing initiatives, increasing the reach and relevancy of the Lucid brand, strengthening consumer engagement, and driving global growth, according to the automaker. 

“I see an incredible opportunity to shape Lucid into a cultural force: a brand deeply rooted in sport, design, and creativity, with relevance that extends far beyond the garage,” Oghoghomeh writes in a LinkedIn post. “I'm energized by the chance to help grow both the brand and the business, and to lead a global marketing organization bold enough to match the ambition of the company itself.”

Oghoghomeh says he is excited to support interim CEO Marc Winterhoff’s vision for Lucid: “one rooted in performance, innovation, and cultural relevance.”

The automaker has hired several other key executives recently, including Erwin Raphael as vice president of revenue, where he will be responsible for sales, service and customer care teams.

Raphael has more than 28 years of automotive industry experience, and most recently served as a logistics operations executive at Amazon. He was also previously the chief operating officer at Genesis Motor North America, where he led the launch of several new vehicles for the brand.

Both Oghoghomeh and Raphael will report directly to Winterhoff.