Ford Motor Company has hired former Apple retail global marketing and communication director Musa Tariq as its new vice president and chief brand officer. The hiring of Tariq is part of the company’s expansion as an auto and mobility company and its drive to further connect and engage customers.
Tariq, 34, starts January 30 and will be responsible for further building and differentiating the Ford brand, while working with marketing, communications and company leaders around the globe to define and communicate the brand. He will also serve as Ford’s most senior creative and strategic primary brand leader.
Tariq comes to Ford after two-and-a-half years at Apple, where he concentrated on in-store digital experiences before building an in-house creative team and helping to engage and inspire 65,000 Apple retail employees globally, as well as helping to launch a new store design. Before Apple Tariq was at Nike as global senior director of social media and community for the sports company’s digital brand, managing over 500 Nike social media accounts globally and helping create the first social-led Nike Football World Cup campaign.
Before Nike, Tariq was global director of social media and digital marketing for Burberry. He also spent time on the agency side with JWT and Saatchi & Saatchi.
“As we grow our business, we’re also expanding our focus on and investment in building and differentiating our iconic Ford brand,” said Mark Fields, Ford president and CEO. “Our opportunity is to connect with even more consumers and stakeholders – some who never have done business with Ford before – through relevant marketing and communications. Musa has led transformational work at some of the world’s most admired brands, and he is a leader known for challenging convention. We’re excited for him to bring his expertise, knowledge and passion to Ford.”
Tariq will report jointly to Stephen Odell, Ford executive vice president, global marketing, sales and service, and to Ray Day, Ford group vice president, communications. He will be based in Detroit.