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Ford hires Apple ‘brand expert’ to build global brand

Ian Thibodeau
The Detroit News

Dearborn — Ford Motor Co. announced Tuesday a new vice president and chief brand officer in an effort to drive the company toward becoming an automobile and mobility brand.

Former Apple executive Musa Tariq, 34, will fill the role starting Jan. 30. He’ll build the Ford brand and work the company’s marketing and communications teams to “define, build and communicate with the Ford primary brand and what it stands for with all stakeholders.”

Tariq was Apple’s global marketing and communications director for retail prior to joining Ford.

“As we grow our business, we’re also expanding our focus on and investment in building and differentiating our iconic Ford brand, which is known, loved and trusted around the world,” Mark Fields, Ford president and CEO, said in a statement. “Our opportunity is to connect with even more consumers and stakeholders — some who never have done business with Ford before — through compelling and culturally 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.”

Before Apple, Tariq worked for Nike and Burberry on the social media and marketing teams. He will report to Stephen Odell, executive vice president of global marketing, sales and service, as well as Ray Day, Ford’s vice president of communications.

Twitter: @Ian_Thibodeau