Angela Zepeda Joins Lucid Motors as Vice President, Global Head of Performance Marketing and Marketing Communications

Angela Zepeda has joined Lucid Motors as Vice President, Global Head of Performance Marketing and Marketing Communications, returning to the automotive industry after a period in technology marketing.

Zepeda most recently served as Global Head of Marketing at xAI. Before that, she spent five years as Chief Marketing Officer at Hyundai Motor America, where she led a large global marketing organization and managed a significant marketing investment. Her career also includes agency experience, including leadership of Hyundai's advertising account at Innocean USA.

At Lucid, Zepeda will take on a broad marketing remit covering performance marketing and marketing communications. Her appointment is part of a wider set of leadership changes announced by Lucid, alongside Shawn Mirabal as President of North America Commercial and Mike Molino as Vice President of Finance.

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The move comes at an interesting point for automotive marketing. The sector is undergoing changes driven by electric vehicle adoption, evolving consumer expectations, digital retail, and increasingly data-driven customer journeys.

For automotive brands, marketing is no longer limited to traditional brand advertising. Performance marketing, digital experiences, customer data, social platforms, retail media, and communications increasingly work together across the purchase journey.

This makes the integration of performance and communications particularly relevant. Marketers are being asked to balance long-term brand building with measurable customer acquisition while maintaining consistency across an increasingly fragmented media environment.

Zepeda's experience spans both sides of this equation. Her work in automotive marketing has included large-scale brand building, while her more recent technology-sector role at xAI provided exposure to one of the industry's fastest-changing areas: artificial intelligence.

Lucid has also been strengthening its customer-facing leadership structure. The company said the new appointments are intended to support commercial execution, customer engagement, financial discipline, and organizational priorities.

For the broader MarTech and AdTech ecosystem, Zepeda's move highlights the growing overlap between brand, performance, technology, and customer experience. Automotive marketers increasingly need to connect media investment with customer behavior while adapting to new digital channels and changing expectations around measurement.

Her return to automotive marketing also comes as electric vehicle companies compete not only on product and technology, but increasingly on how they build awareness, communicate differentiation, and create relationships with consumers.

Zepeda's appointment therefore adds another senior marketing voice to Lucid as the company continues navigating the changing automotive and mobility landscape.