• by Tanya Gazdik , Yesterday

Lucid Motors has named automotive marketing veteran Billy Hayes as its chief customer officer.

Hayes joins Lucid's executive team with enterprise accountability for customer experience, including sales, service and marketing, as well as regional P&L responsibility for the U.S., Middle East and Europe. 

He brings more than 25 years of global automotive experience, including senior leadership roles at Nissan and Stellantis. Hayes most recently was regional vice president, west region, Asbury Automotive Group, where he led regional team and dealership team members 

Hayes will focus on transforming the customer experience and driving commercial performance across markets, according to the company.

Akerho “AK” Oghoghomeh, who was senior vice president, head of marketing for 16 months, is leaving the company. Oghoghomeh, who previously was with Beyond Meat, Red Bull and Amazon, was behind hiring Timothée Chalamet as the automaker’s first global brand ambassador.

“Marketing now falls under Billy, and AK will be departing to remain closer to family,” according to a Lucid spokesperson. “As Lucid's executive leadership team comes together more closely across its headquarters and manufacturing hubs to foster collaboration, accelerate decision-making, and strengthen alignment, AK and the company mutually agreed that this was the right time for a transition.”

Lucid may choose to appoint another CMO in the future, the spokesperson says. 

Hayes’ hiring was part of organizational and leadership changes under new CEO Silvio Napoli designed to simplify the company's structure, sharpen accountability and improve execution. The changes halve the number of direct reports to the CEO.

"We are simplifying the organization, strengthening leadership, enforcing accountability and aligning our structure with the priorities that matter most: customers, quality, and innovation," Napoli says in a release. "We are building a new team who will transform the company."