• by Tanya Gazdik , Yesterday

Rivian has added to its C-suite with a new marketing-driven position: chief customer officer. 

Greg Revelle joins the electric vehicle maker from Revatek, a startup he founded dedicated to enhancing the off-grid outdoor experience.

He has also held leadership roles at Kohl's, Best Buy, AutoNation and Expedia, in addition to being a current board member at Cars.com. 

Revelle will oversee the entirety of the customer journey at Rivian, leading its go-to-market strategy, including sales, marketing and operations.

Rivian Founder and CEO RJ Scaringe had announced in October that he was taking on the role of interim chief marketing officer while the company recruited a new executive. 

"We are excited that Greg is bringing his deep experience across ecommerce, marketing and automotive to Rivian," Scaringe says in a release. "Greg has a proven track record of leading large teams in a dynamic environment."

Revelle’s duties will encompass what a CMO typically does, so there are no plans to also add someone with that title, according to a Rivian spokesperson. 

While Revelle’s recent position was more tech-focused, he has a retail marketing background, having served as CMO of Kohl’s for five years and CMO of Best Buy for three years. 

Revelle will be instrumental in bringing the company’s more mass market R2 model to market. The R2 is a 5-passenger SUV built on the company's midsize platform, expected to hit the market in the first half of 2026.

"Rivian's commitment to AI and software-defined vehicles is something I've admired for a while," said Revelle in a statement. "The company has built versatile, intuitive vehicles that solve real-world needs for customers, seamlessly bridging the gap between daily utility and outdoor adventure.”

Denise Cherry, Rivian’s vice president, marketing and brand experience, will report to Revelle, according to the spokesperson. 

Chief customer officer is a new position at the company and the duties were previously handled by Kjell Gruner, whose title was chief commercial officer, the spokesperson adds. 

Laura Schwab was Rivian’s sales and marketing vice president in 2021 and answered to Gruner, but did not have the CMO title. Schwab, formerly the president of Aston Martin The Americas, filed a lawsuit against Rivian for gender discrimination and retaliation in 2021.